Social Marketing and the Music Industry: The SONIEM–CIMP Case

Abstract

The National Society of Music Performers and Executants (SONIEM) is a non-profit civil association and Peruvian collective management organization that administers the related rights of musical performers and executants. This teaching case analyzes the First Congress of the Music Industry in Peru (CIMP 2025), organized by SONIEM in co-organization with the Ministry of Culture, as an initiative in public and social marketing aimed at a sector characterized by high informality, estimated at 40%, low digital monetization, and weak professionalization.

The case interprets CIMP through the lens of social marketing at three levels: individual or consumer-level social marketing, known as downstream; community or organizational-level social marketing, known as midstream; and structural or institutional-level social marketing, known as upstream. It also examines the role of collective management organizations as intermediaries within the music ecosystem.

The case explores how a multi-stakeholder space involving the State, academia, guilds, and the private sector can become a strategic tool for promoting the formalization, professionalization, and sustainability of artists, as well as a vehicle for institutional legitimacy. The case is designed for pedagogical purposes and Assurance of Learning, in line with AACSB standards, and includes learning objectives and discussion questions that connect theory and practice.