By Hans Ebert
Horse racing and the world of music might have made strange bedfellows back in the day when the twain could never meet, but, not these days, where we’re seeing once insular industries with those running them having equally insular thinking waking up to the fact that for businesses to grow, it’s all about increasing one’s customer base, and how, why, where and when partnerships, and thinking outside of the square, must come into play. It’s all part of that often used, but rarely understood word called “marketing”. And in the horse racing industry, marketing is all too often about talking to and reassuring itself that everything is alright. The similarities with the music industry in denial is eerily similar.