Acorn Chief Executive Richard Lunsford says the company might eventually need a marketing partner, and the giants in the device field will be watching closely.

FORBES: Heart Failing? Put A Sock On It

Because a label might struggle to create credible compilations from a single catalog or be unwilling to pony up for the marketing costs, X5 thinks it can continue to be a pace-setter in a field that is sure to see increased competition in coming years.

FORBES: How Tiny X5 Music Group Is Slaying Label Goliaths On The Billboard Charts

Members of the U.S. track-and-field team, among others, also took to Twitter in recent days to complain about the marketing rules around the Games, which they said deprive them of income.

WSJ: Menu