restricted access A Long Tail in the Digital Age: Music Commerce and the Mobile Platform in India


This article examines human agency, technological change, the market economy, and industrial structure and practice through a case study of one of India’s oldest existing music companies and its historically and regionally distinctive catalogue. I consider the cultural and industrial results of changes in technology and government policy that forced Hindusthan/INRECO into tactical business decisions that positioned the company to take advantage of India’s emergent mobile-download market. The study also examines company sales data (2005–7) and considers the impact of the mobile-phone platform on music consumption.