The strategic analysis of the Brazilian phonographic industry,under the Porter Model -1980-, demonstrates that this industry is being threatened, on the short and long- terms, by the following factors: the competition with escalating piracy; the possible substitution of CDs by free MP3 exchange available on the Internet; the strategic ambiguity of many recording companies; the absence of brand marketing, as well as relationship marketing with end-users and artists; and the absolute lack of knowledge on how CDs are consumed nowadays. These combined factors depict a less-than-promising scenario for the industry. Furthermore, although recording industries demonstrate an interest in keeping ahead of environment changes, pro-active efforts appear to be made without due diligence, generating new measures at random.Consequently, it will be difficult to achieve the expected results. Hence, new approaches must be devised to, among other issues, ensure aggregated value to CD commercialization - on the short-term, and to the streaming format - on the long-term, and, thus, empower the industry to successfully pursue its role within the emerging trends.