“Free Music” a Strategy for Artists / Musicians in Ecuador
Ren Kai Yin Moretta and Isidro Fierro

Abstract
Everyday technology evolves, improving aspects of our lives and also many industries. The music industry unfortunately was not able to receive technology in the most optimistic way. Au contraire it changed the way people used to consume so drastically that labels were not prepared to assimilate the change and record sales began to drop since. Today artists are targeting for other revenue streams, mainly live shows, which some believe to be the strongest income source for them. In Ecuador piracy and peer-to-peer sharing websites have become the primary way to acquire music, prompting artists to adapt to new approaches to reach consumers. This study aims to suggest a free music strategy for artists to facilitate their music exposure and gain more potential fans.

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