ABSTRACT
The chapter explores the ways the music industry can generate cultural and economic value through transmedia, when faced with the technological, economic, and cultural evolutions of the entertainment world. Focusing on diverse cases including Beyoncé’s Lemonade, One Direction’s narratives and counter-narratives, Björk’s Biophilia, and the TV series The Get Down, it emphasizes the need for a systemic approach to understanding the dynamics of industrial sinergies and ecosystemic productions. Finally, it argues that music should be read as a versatile and repurposable transmedia asset that drive narratives and experiences, one that entertainment industries can capitalize on in manifold, contingent ways.
