Lorenz Grünewald-Schukalla, M.A., born 1987, has been Managing Director of the Gesellschaft für Musikwirtschafts- und Musikkulturforschung (GMM) since 2014. After studying music at the Popacademie Enschede (NL, majoring in guitar) and a master’s degree in music and media at the Institut für Journalistik und Komunikationswissenschaften Hannover, he is working on his doctorate in branding with music. His work focuses on the interface between media sociology, cultural studies and management research. He is co-editor of the Jahrbuch für Musikwirtschafts- und Musikkulturforschung. His more recent publications include articles on YouTube’s music culture between co-creation and commercialization, on the methodology of cultural music industry research, and a special issue on Internet memes between originality and virality”.