The strategy for Black Star Inc.

All the brands denominated by the respondents can be grouped into different categories as it is presented above except for one response which distinctiveness particularly captured our attention. Therefore we’d like to suppose a marketing strategy for famous Russian music production center also known as Black Star Inc. Our choice was driven not only by the exceptionality of the brand but also by the sufficiency of the resources in a form of finance, brand value and recognition, and expertise already possessed by the company which makes it attainable for a brand to become international and even worldwide known.

The founder and the irreplaceable encourager of the company – Timati has already done a lot on the way to international Olympia but mostly as a solo singer. Here we propose to go further and to introduce the production center under the same brand to the U.S. market. This synergy, we suppose, will have positive influence on both – the center and the career of the singer since this model is widely accepted in America and has already proved its efficiency (Best Club Records by Timbaland, Aftermath Records by P.Diddy, Universal Music Group by Will I Am and etc.)

Timati has already developed several successful projects in collaboration with American leaders of music industry. Among them are Snoop Dogg, Busta Rhymes, Mario Winan and P.Diddy – all are the indisputable leaders of the global music industry. Therefore we propose a joint venture as an entry mode since Timati has already secured the backing from the respected and worldwide known singers who are also successful businessmen and music producers.   

Since the “Black star project” from the very beginning followed suite of American market we do not offer any adaptation of the value proposition. The business model of music production centers owned by the respected hip-hop artists is a typical American model for such music genre. Moreover, the music genre itself started its ascension from the United States and therefore we expect the format and the business model to be fully organic to American environment. 

Finally we’d like to stress the benefits acquired by the partners of such collaboration. From our point of view overheated American market will get an access to “fresh” Russian talents since the industry has changed a lot and Russian now can be considered not only as a source of oil and gas. Secondly, it will help both partners to cut cost on artists’ promotion through simultaneous promotion of the artists in both markets since American commercial music is much demanded here making Russian market profitable for foreign music products.

Accordingly, we propose a joint venture as an entry mode for the Russian music production center under the Black Star Inc. brand to the U.S. market. Since the U.S. music market is well-developed and American culture has significant influence in the world we more than sure that after successful penetration to the American market, Black Star Inc. has very high chances to expand its activities globally.