Canadian independent music labels and artists could take a page from a strategy that is increasingly turning around the fortunes of the Big Three.
Take Warner Music, whose companies' international revenues now account for two-thirds of its annual take. Traditional income generators including North America and the UK are being eclipsed, and like Sony, it is pushing into developing markets. For Warner, those markets include Russia, China, Brazil, and South Africa.
The push to enhance its global market share is paying dividends as it co-ordinates A&R activities, building a roster of new artists that are breaking out internationally from countries where at one time they might have simply done well as domestic stars.
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