Research book of the HEC Paris Group, No 946/2011 This research book is made up of four contributions which reflect current research by members of the teaching team of the media, art and creation of HEC Paris. All creative sectors (cinema, media, live performance, publishing, music, art market and heritage) are strongly affected by the dematerialisation of content and its distribution. Business models need to be redesigned, marketing becomes participatory, the legal framework contractualises and the structures of organisations are changing. The work published in these specifications addresses several consequences of dematerialisation, both in terms of the creation process and the existence of a virtual audience, as well as its legal and organisational framework.