This ultimately altered the conventions of music consumption and contributed to a new listening culture based on peer-to-peer exchanges rather than corporate structures (Freedman , 2003, p. 173). As a result, this has forced all record labels “to adopt Internet technologies, create richer and more complete websites, and experiment with electronic forms of distribution that are proprietary or otherwise non-threatening” to alleviate potential harm caused by the media. technology (Easley, 2005, p. 165). Universal Music Group has successfully addressed the changes brought by media convergence by modifying its traditional business model to adopt the paradigm shift and facilitate digital media culture (Universal Music Group,