This study focused on music industry facing the following challenges: changing media technology, consumer demand and value. Companies have dealt with these massive changes. However, ICanStudioLive, a music company, viewed these from a different perspective. Instead of adopting a wait-and-see approach, they looked at opportunities to create value differentiation using Blue Ocean strategy, though unconsciously. This study used mixed research methods with sequential explanatory approach. Data was obtained from 50 music groups in addition to in-depth interviews with selected management. The SWOT analysis and PMS mapping were used to analyse the data. The results showed ICanStudioLive was practising differentiation strategy akin to Blue Ocean strategy. They were leading in divergence, differentiation, innovation, human resources and motivation compared with their two closest competitors. These variables helped their marketing programme leading to value differentiation. The PMS Mapping showed IcanStudioLive was a pioneer and they should develop and apply the value differentiation to implement the Blue Ocean strategy.