In another example of the seismic shifts occurring in today’s economy, Sony BMG’s innovative marketing approach has tapped into new communication, distribution, and collaboration trends with enormous impact.

The article, Dancers in the Crowd Bring Back ‘Thriller’ tells that the corporation has engaged audiences of over 1 million to promote the 25th anniversary of Michael Jackson’s Thriller album by tapping into public entertainment, You Tube and viral communication in what is referred to as ‘guerilla marketing’. What’s more, this approach means that their audience is actively seeking out their promotion on You Tube in contrast to traditional advertising that presents the audience with unsolicited information. This approach illustrates the increasingly blurred boundaries, new collaborations and even partnerships that are emerging between arts and performance, marketing and commerce, online communications and the public imagination.

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