TY - GEN
T1 - MUZEN Audio: Leveraging Crowdfunding to Grow a Cultural and Creative Business
AU - Ryu, Sunghan
PY - 2022
Y1 - 2022
N2 - Dejun Zeng has spent his entire life designing audio and radio devices and created China’s first commercial tube amplifier. Founder and chief designer of MUZEN Audio, a retro audio brand in China, Zeng started the new venture in 2004 and designed its first radio device. Since then, he has developed new models every year, including the MUZEN On the Road series. Following the enormous successes of serial crowdfunding campaigns in 2014, MUZEN hit the China market. Using the growth in the Chinese market as a stepping stone, Zeng and his team decided to enter overseas markets in 2017, starting with the U.S. market. MUZEN Audio chose the crowdfunding approach again to make the overseas market entry successful, even though they had no existing customer base. In conjunction with crowdfunding, MUZEN participated in relevant exhibitions. Leveraging the crowdfunding campaign, Zeng and his team wanted to build a community to form an early customer base. What approach could MUZEN Audio take to achieve this objective?
AB - Dejun Zeng has spent his entire life designing audio and radio devices and created China’s first commercial tube amplifier. Founder and chief designer of MUZEN Audio, a retro audio brand in China, Zeng started the new venture in 2004 and designed its first radio device. Since then, he has developed new models every year, including the MUZEN On the Road series. Following the enormous successes of serial crowdfunding campaigns in 2014, MUZEN hit the China market. Using the growth in the Chinese market as a stepping stone, Zeng and his team decided to enter overseas markets in 2017, starting with the U.S. market. MUZEN Audio chose the crowdfunding approach again to make the overseas market entry successful, even though they had no existing customer base. In conjunction with crowdfunding, MUZEN participated in relevant exhibitions. Leveraging the crowdfunding campaign, Zeng and his team wanted to build a community to form an early customer base. What approach could MUZEN Audio take to achieve this objective?
UR - https://sk.sagepub.com/cases/muzen-audio-leveraging-crowdfunding-grow-cultural-creative-business
U2 - 10.4135/9781529605457
DO - 10.4135/9781529605457
M3 - Other contribution
T3 - Digital Entertainment
PB - Sage Publications
ER -