Cranks Music Company is managing a artist life, from beginning to the end. The situation in today's music business reflects a very clear image: Traditional reliance on CD sales is no longer a profitable business model in the music industry. Falling sales, competition from low cost and illegal channels, high levels of investment and high risk levels are all working against the traditional models.

Therefore new ways have to be taken, like for example with the Direct-To-Fan Marketing model and 360 deals. They offer lower costs, less risk, and higher income. The time has come to leave the focus on physical manufacturing of CD's and come out to participate in the wider range of the artist’s professional life. The new environment is ideal to launch new and lesser known artists with lower risk and costs.