EMI Music seemed as well-positioned as any record company to embrace the digital music age. It launched its first website in 1993, streamed its first complete album over the Internet in 1998, and was the first to release a digital album download in 2001.
In recent years, EMI shifted its marketing focus online as well. But its geographically dispersed and disjointed marketing teams simply took what they had always done–mass marketing of music–and digitized it.
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