A record producer is considering bringing a Swedish Death Metal band to the US market. The case explores the viability of this market entry strategy, analyzing the US Death Metal market size, customer segmentation, and potential marketing approaches. Key findings include:

• US Death Metal market: 19.5 million albums sold annually
• Customer segments: hardcore (20%), average (30%), and casual (50%) fans
• Three marketing options evaluated: Internet ($300k), Internet & Radio ($1m), Internet, Radio & TV ($2m)
• Breakeven analysis performed for each marketing option
• Recommended strategy: Internet-only marketing plan targeting hardcore fans
• Risks include potential band issues and subjective musical tastes
• Next steps involve exploring pilot launches, touring opportunities, and TV appearances

The case concludes that entering the US market with a Swedish Death Metal band is feasible but requires a targeted approach focusing on hardcore fans through internet marketing.