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This article provides a strategic analysis using a services marketing framework of 3 business models in the music industry: the traditional music industry; renegade peer-to-peer music file trading; and new, legitimate online downloading services. Key recommendations are made on how new, legitimate services can succeed using convergent marketing strategies. Finally, a conclusion is provided addressing the future of the music industry and other media-related industries.doi:10.1080/14241277.2004.9669381 fatcat:3xlpk3hhsrc23aro3w6bmp4khq