The Role of Open Licences and Free Music in Value Co-creation: The Case of Misteur Valaire

This article examines a business model aimed at adapting to the changing market of the music industry. The author conducts an in-depth case study of the music group Misteur Valaire (MV), focusing on two aspects - the offer of free music and the use of a Creative Commons licence - thus highlighting the pillars of the business model's sustainability. First, by waiving the reproduction rights to its works, MV facilitated the viral dissemination of its music. It targeted a market segment that was self-determined based on the geolocation of concentrations of downloaders, then established a direct connection with its growing fan base. Second, by allowing the modification of its works, MV was able to launch interactive experiments with its fan base. By virtue of these experiments, MV has proved adept at maintaining the conversation with its fans, creating a vibrant community around itself and ensuring the visibility of its artists through a dynamic built on the co-creation of value.