How do you build Digital Monumentum? How do you stay visible? As the music industry is changing, big music labels are reinventing their branding strategy. This podcast explores the resulting consequences in terms of power-relations and digital flows.

Lorenz Grünewald-Schukalla is a project manager in the project team Third Engagement Report, where he deals with questions of civic engagement in the digital world. Besides that he is researching the digital mediatization of music business and music culture. Therefore his Ph.D. project is about the changing relations of consumer brands and music from a media and communications perspective. He is managing director of the German Association for Music Business and Music Culture Research, publishes articles about memes or curates the music related track at re:publica.