Dissertations / Theses: 'Music marketing'

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Sousa, Carla Manuela Martins Costa de. "Plano de marketing para a produtora "Music"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/11684.

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Mestrado em Marketing
O presente trabalho teve como objetivo criar um plano de marketing para a produtora portuguesa ?Music?. Estando o mercado discográfico a atravessar uma fase conturbada, surge a necessidade da empresa em se adaptar a estes novos tempos e rever a sua estratégia de marketing. Analisando as receitas da empresa, concluiu-se que 75% das mesmas derivam do produto físico e apenas 25% do produto digital. Assim, apesar das tendências futuras apontarem o formato digital, para já, as vendas físicas são as geradoras de maior lucro. Com base nesta análise e sabendo que a ?Music? apresenta algumas lacunas como: fraca gestão de logística, inexistência de marketing relacional, deficiente manutenção de política comercial e de prospeção de clientes, e limitada estratégia de comunicação interna e externa; decidiu-se desenvolver um plano de marketing cimentado num trabalho de pesquisa interligado com a realidade empírica da empresa, com recolha de dados primários e secundários, sustentado por estudo de caso. Foram aplicadas entrevistas semi-estruturadas ao CEO e ao diretor de marketing como aos clientes, analisando o seu nível de satisfação, a visão sobre a indústria discográfica e quais as melhorias a implementar. Em suma, este trabalho permitiu inferir que o aumento do IVA, a intensificação da pirataria, a crise económica, as inovações tecnológicas e a mudança de hábitos de consumo deram origem a uma quebra acentuada das vendas e dos lucros. Tornou-se impreterível criar um plano de marketing em que se prevê uma reformulação do seu marketing mix, reposicionando a empresa para aumentar os seus lucros.
This present study had as purpose to create a marketing plan for the record company "Music". Once the music market is going through a troubled phase, there is the company's need to adapt to these new times and revise its marketing strategy. Analyzing the company's revenues, it was concluded that 75% of them derive from the physical product and only 25% of the digital product. Thus, despite the future trends point the digital format, for now the physical sales are generating higher profits. Based on this analysis and knowing that the "Music" has some shortcomings such as weak logistics management, lack of relationship marketing, poor maintenance of commercial policy and prospecting customers, and limited internal and external communication strategy; it was decided to develop a marketing plan based in a research work connected with the empirical reality of the company, with collection of primary and secondary data, sustained by case study research. It has been applied semi-structured interviews both to the CEO and the director of marketing as to customers, analyzing their satisfaction level, the view of industry and what improvements to be implemented. In short, this study had shown that the increase in VAT, the intensification of piracy, the economic crisis, the technological innovations and consumer habits change have led to a sharp decline in sales and profits. It has become imperative to create a marketing plan that provides for an overhaul of its marketing mix, repositioning the company in order to increase their profits.

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Wittschen, Lauren R. "Music as a Marketed Commodity: Strategies of Past, Present, and Future." Ohio University Honors Tutorial College / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1619112503178514.

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Turesson, Eric. "STRATEGIC INTERNET MARKETING FOR MUSIC FESTIVALS IN OSLO : A qualitative case study on two music festivals practise of strategic Internet marketing." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17979.

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The overall aim of this study was to research how music festivals in Oslo practise strategic Internet marketing and how these could improve their marketing throughout strategic Internet marketing. The interest of this study evoked since there was a lack in previous research in this field. Other issues to explore were marketing particularities and how these could be solved. Two music festivals in the city centre of Oslo were interviewed. The study was based on Chaffey and Smith’s (2008) SOSTAC planning framework, together with previous research findings in the field of strategic Internet marketing. The result showed a primarily use of informal goals, together with actions and evaluation based on gut feelings. Focus was placed on creating additional value and thus loyalty. Most applied marketing were connected to Web 2.0 techniques. The study found several shortcomings concerning the practise of strategic Internet marketing. Suggested improvements included use of online measurement systems and a strategic approach towards objectives and evaluation. The study found two distinct characteristics including the importance of visitor activity and loyalty. Web 2.0 techniques, the website and co-branding activities were concluded to be the most effective types Internet marketing. These together with an enhanced use of Web 2.0 techniques were also concluded to be the solution to marketing peculiarities.

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Furtado, Wilderson Moisés. "Music in services marketing: an investigation about the roles music plays in service environments." Universidade de São Paulo, 2018. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-08012019-164007/.

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As a significant distribution of ambient music and the emergence of companies offering the environmental-musicalization service could be noted, this thesis aimed at investigating the roles of music in service environments. Herein, it was presented the evolution and application of music in marketing and services marketing researches in order to contextualize the state of art of the literature, such that the functionalities of music could afterwards be identified and categorized into roles. Moreover, the study discussed the market practices related to the utilization of music in service places and had these practices compared to the literature. It is important to mention that in this thesis, the service environments were found to be the restaurants and clothing stores, once the participants of the study brought cases and examples related to these contexts. Also, it is relevant to say that the thesis was conducted from the qualitative methodological approach and its design was based on the content analysis analytical approach. By this, a systematic review of the literature was conducted in the way the selection of music-in-marketing scholars followed some criteria and the thesis\' analytical goal of operationalizing the functionalities of music in service places could be justified. The field phase of the thesis\' content analysis was characterized by the in-depth interviews with marketing specialists that had been being dealing with the environmental music in service places and the operational observations in some musicalization providers and clients. Hence, three main roles could be identified to categorize the functionalities of music brought by the interviews and observations: the role of being a commodity, the role of being a sound, and the role of being inspirational. As a theoretical implication, it can be highlighted the influence of music on the service environment\' employees and vice-versa. As a practical implication, it was suggested to the musicalization providers and clients to target the consumer outcomes other than the stay duration.
Como pode ser notado um significativo valor financeiro relacionado à distribuição de música ambiente além do surgimento de empresas oferecendo musicalização ambiental, esta dissertação objetivou investigar os papéis da música em ambientes de serviços. Assim, foram apresentadas a evolução e as aplicações da música nas pesquisas de marketing e de marketing de serviços a fim de contextualizar o estado da arte da literatura, de maneira que as funcionalidades da música pudessem ser posteriormente categorizadas em papéis. Além disso, o estudo discute as funcionalidades da música praticadas no mercado e as compara com as apontadas pela teoria. Vale notar que, para esta dissertação, os ambientes de serviços foram operacionalizados como sendo restaurantes e lojas de roupas, haja vista que os participantes deste estudo trouxeram casos e exemplos relacionados a esses contextos. Também se faz necessário mencionar que esta dissertação trata-se de um estudo qualitativo sob o design da abordagem analítica de análise de conteúdo. Por meio dessas abordagens, foi realizada uma revisão sistemática a fim de selecionar autores e estudos relevantes para a dissertação, e, consequentemente, justificar o objetivo analítico de operacionalizar as funcionalidades da música nos ambientes de serviços. A fase de campo da análise de conteúdo desta dissertação foi caracterizada por meio das entrevistas em profundidade realizadas com especialistas de marketing que vinham lidando com a musicalização de ambientes de serviços, e por meio das observações operacionais conduzidas com algumas provedoras de ambientação musical bem como com alguns de seus espaços clientes. Logo, três papéis puderam ser identificados na categorização das funcionalidades musicais apontadas pelas pesquisas de campo: o papel de ser uma commodity, o papel de ser um som, e o papel inspirador. Portanto, a influência da música nos funcionários de um ambiente de serviço e vice-versa é apontada como uma implicação teórica. Nas implicações práticas, é sugerido de os provedores e clientes de musicalização ambiental focarem em reações de consumidores além do tempo de permanência nos ambientes de serviços.

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Rocha, Luciana Ramos Soares da. "Plano de marketing 2019 para a empresa Mufyn Music." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17272.

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Mestrado em Marketing
O marketing tem acompanhado as mudanças e necessidades dos mercados, nas últimas décadas, as marcas passaram a buscar estratégias que as diferenciassem cada vez mais. Do marketing com foco no produto, ao marketing de massa chegou-se a necessidade de criar um marketing voltado para os serviços, uma vez que pessoas, processos e evidências físicas passaram a ser importantes na decisão do cliente. Com o aumento da concorrência e da exigência cada vez maior por parte dos clientes em produtos e serviços de qualidade, surge então o marketing sensorial, responsável por ajudar as marcas a criarem experiências marcantes. Com o intuito de prestar esse serviço, este trabalho apresenta um Plano de Marketing para o lançamento de uma empresa de marketing sensorial em Portugal, a Mufyn Music. O plano descreve as envolventes externas e internas da empresa, incluindo uma análise da concorrência e seus pontos de paridade e diferença. Descreve também a segmentação, mercado-alvo e o posicionamento, além dos objectivos de marketing e financeiro para o primeiro ano da empresa Mufyn Music. O plano apresentado mostra ainda que, durante o processo da pesquisa qualitativa com entrevistas de profundidade, percebeu-se a importância da criação de um novo serviço a ser ofertado e também como o mercado já está a entender a importância do marketing sensorial, nomeadamente a identidade musical, no segmento HORECA.
In recentes decades marketing has been following the changes and needs of markets, as brands have been seeking for strategies that distinguish them more and more. From product focused marketing to mass marketing the need arose for a service-oriented marketing since people, processes and physical evidence are important in the decision making process. With increasing competition and increasing customer demand for quality products and services sensory marketing emerges, responsible for helping brands to promote outstanding experiences. In order to provide that service, this paper presents a Marketing Plan for the launch of a sensorial marketing company in Portugal, Mufyn Music. The plan describes the company's external and internal factors, including an analysis of the competition and its parities and differences. It also develops on segmentation, target market and positioning, in addition to the marketing and financial objectives for the first year of the company. The plan also shows that during the qualitative research process with in depth interviews, the importance of the creation of a new service became clear as well as the growing awareness of the importance of sensorial marketing, particularly musical identity in the HORECA segment.
info:eu-repo/semantics/publishedVersion

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Lee, Erin Gilligan. "New Audiences for New Music: A Study of Three Contemporary Music Ensembles." University of Akron / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=akron1240423668.

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Dugan, Brett M. "Effective Uses of Social Media Marketing in the Music Industry." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604.

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Woermann, Niklas. ""Knowing about music" Trendsetting im Marketing : Ethnographische Untersuchung eines Musikgeschäftes /." St. Gallen, 2006. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/04608865002/$FILE/04608865002.pdf.

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Richmond, Jessye. "Opera Marketing| Rebranding the Genre." Thesis, American University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10786455.

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This paper reviews current and historical opera marketing practices and analyzes the marketing mix (product, place, promotion, price, and people) of major opera companies in the United States. The purpose of this paper is to determine methods to attract and build sustainable, less homogenous audiences. Surveys were conducted to determine public perceptions about the art form from both opera-goers and non-opera buyers and interviews with leaders within the field of opera marketing revealed current trends. The paper provides insights about changes within the field in recent years and offers suggestions for improvement based on the success of other opera companies and other artistic organizations.

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Carboni, Marius Julian. "Marketing strategies in the UK classical music business : the significance of 1989." Thesis, University of Hertfordshire, 2011. http://hdl.handle.net/2299/5740.

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The process by which the classical music business operates in the UK changed significantly through the marketing of a classical music recording which took place in 1989. EMI’s recording of Vivaldi’s work Four Seasons with the violinist Nigel Kennedy was given a unique marketing campaign for a classical music recording. Instead of the traditional marketing approach for a classical music release, pop marketing techniques were employed. In a different but related development, in 1990, the first of the Three Tenors concerts was held in Rome to mark the final match of the 1990 Fédération Internationale de Football Association’s (FIFA) world cup competition. The success of this second record campaign lay in the novelty of three tenors performing together at a football competition. The result was classical music achieving worldwide exposure through global radio and television broadcasts. Both case studies help further classical music as a form of popular culture. Earlier precedent demonstrates pieces of classical music being used for adverts or films and becoming popular. For example Ravel’s Bolero was used in a seduction scene in the film 10 between Bo Derek and Dudley Moore in 1984, and by ice-skaters Torvill and Dean in the same year for the final of the 1984 Winter Olympics. Another example is Orff’s Carmina Burana sections of which have been used for aftershave and lager adverts as well as being sung at football matches. Because the reach of the audience is larger than that in a traditional classical music setting, the pieces achieve a mass cultural perspective in this context. My thesis examines the impact that the success of the Four Seasons and Three Tenors releases had on the classical music business and the development in marketing and selling techniques that emanated from their success. Examples of marketing campaigns post the Four Seasons are included to show the extent of non-traditional classical marketing techniques used subsequently by the classical music industry, some of which I devised and implemented. My research also analyses how trading over the internet has had an impact on the music business as a whole, and how the classical music sector has followed the pop area of the music industry in creating different ways of selling to traditional and new consumers through online trading. This part of the thesis focuses on the period between 2000-2010, especially from 2006 when developments in this field progressed. My study will draw on a Case Study approach using multiple data collection methods. Also employed is descriptive analysis using a combination of qualitative and quantitative techniques, in particular through industry reports. The reasons for the sales success of both recordings are examined in my thesis. The Four Seasons achieved 2 million sales and an entry into the Guinness Book of Records as the best-selling classical music recording of all time at that point. The recording of the 1990 Three Tenors concert and the successive recordings of similar concerts in 1994 and 1998 led to these albums becoming the all-time best-selling classical recordings. For example, worldwide sales for the 1990 recording reached over 12 million CDs, cassettes and videos combined and 23 million for the 1990, 1994 and 1998 Three Tenors recordings. These projects not only gave increased exposure to the classical music genre by expanding its traditional consumer reach, they also created a force for change in business models affecting the marketing and visibility of classical music since 1989. A further significant factor in the success of these vocal recordings (as well as the chance for classical music to be heard outside its traditional boundary) was the use of the arresting aria Nessun dorma from Puccini’s opera Turandot. This was sung by Pavarotti and used by the BBC for all its programmes broadcasting the 1990 football matches in the competition. The effect of internet selling and downloading on the music business was encouraged by the creation of Apple’s iTunes program in 2001. The invention of the iPod in 2002 and the legal entity of Napster in 2004 led to much increased accessibility of music. For classical music with its long movements and being part of a slow-moving market (compared to pop music), this area of the business only witnessed an increase in activity through the expansion of Broadband nationally during 2006 and 2007, reaching 70% in 2009 (discussed on page 90, chapter 4). Since then, the growth of classical music e-tailers has forged a new way of operating in the classical music field. The thesis will give examples of the leading companies trading over the internet and their influence on the classical music market. Contributions from practitioners in the music business inform my thesis through their own witnessing of changes in the classical music business since the Four Seasons campaign. My own experience as a former Head of Press and Promotion for both Decca Classics and EMI Classics, and also currently as a marketing and business consultant for classical music organisations, offers a useful and relevant addition to my research. My contribution to knowledge is to identify the adaptation of pop music marketing tools by the classical music industry over a 20 year time frame. My close involvement in the EMI Four Seasons campaign places me in a unique position to identify and evaluate the significance of the publicity campaign of that recording not only at that time but in the years that followed.

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Voroňáková, Veronika. "Marketing osob." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85119.

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The target of Master's Thesis is to identify factors of success in celebrity market in the first decade of the 21st century and to formulate recommendations for the Czech Republic for the next 5 to 10 years. The subject of the thesis is to verify applicability of hypothesis: 1. Eccentricity became a factor of success in entertainment industry from 2006 till 2011., 2. Sexual tolerance increased from 2006 till 2011., 3. There is a clear connection between music and fashion industry.; The main methodical instrument was quasi focus group in form of contributions to internet discussion. To qualitative data evaluation was used contentment analysis. Map of perception showed connection between music and fashion industry. The most important factors of success in entertainment industry were: product, performance, eccentricity, originality, humor, style, talent and natural beauty of interpreter. The results confirmed hypothesis number one and number three. The second hypothesis concerning sexual tolerance was not confirmed. The main recommendation for the Czech Republic is to use more eccentricity.

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Gould, Jackson S. "The Changing Business of Bands: How New Groups Start, Grow, and Succeed Using Social Media." Ohio University Honors Tutorial College / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1340989959.

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Rymeš, David. "Zhodnocení online marketingových aktivit hudebního e-shopu Music-City." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359690.

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The main objective of the thesis is to analyze existing online marketing activities of the Music City, one of the major retailers with the musical and audio equipment in the Czech Republic, and in context with the defined objectives, to evaluate a usage of the specific online marketing tools. The thesis deals with the evaluation of the web site, paid advertisement via search engines Google and Seznam, paid advertisement and marketing communication through the Facebook social network, both internal and external e-mailing as well as the cooperation with the e-commerce corporations, Heureka.cz and Zbozi.cz. Based on the analysis and findings, recommendations for streamlining of the marketing tools usage will be suggested.

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Johansson, Tobias, and Oskar Wallin. "Winds Of Change : Marketing effects of the Internet at Universal Music." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9451.

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The internet has fundamentally changed our society during the past decade with considerable ramifications for business practices in all types of industries. The music industry is arguably one where the effects have been most evident with a drastic decline in record sales as a result of piracy and increased competition for customers’ attention. Thus, record companies must find new ways of satisfying music consumers’ needs by restructuring their promotion and distribution processes. Therefore, this paper investigates how the internet has affected the promotion and distribution of music at major Swedish record companies by performing a case study at Universal Music AB. To analyse the effects of the internet, a resource based view of the firm is adopted with special focus on market based assets. The analysis indicates that the most significant changes brought about by the internet regarding the distribution of music are the transition from brick and mortar retailers to online equivalents and the creation of alternative means of distribution, such as digital sales. The internet also contributes with new channels for music promotion, which not only increase competition for customers’ attention but also encourage the search for new marketing partners, particularly evident in the demise of MTV and the emergence of online channels such as Youtube and Myspace. Finally the Internet also induces a need to capture all the revenue streams music has to offer, ranging from ring tones to concerts.

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Liljeqvist, Fredrik. "Live-streaming as a marketing channel in the Swedish music industry." Thesis, KTH, Medieteknik och interaktionsdesign, MID, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188961.

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The music business is one of the industries most affected by digitalization of content and distribution channels. As industry revenue shifted from principally physical to digital channels in 2015, while being the business with the largest presence and most popular accounts in virtually all social media platforms - the current state of the music industry is change. This has led industry professionals into searching for new and innovating ways of reimagining the business model of music distribution. Thus, the purpose of this study is to investigate the potential of video live-streaming as an addition to the current social media channels used to market artists. This was done through looking into what industry professionals think of the subject in terms of strategic reasoning and potential, observing an interactive live-stream with a Swedish boy band, and a questionnaire directed towards end-users and listeners of Swedish popular artists to define what their stance is towards music-related social media in general, and live-streaming in particular. The findings show that live-streaming certainly has a gap to fill in the social media tool-box at music companies through facilitating the defining process of superfans based on data analysis gathered from live-stream consumers, and that the channel has potential to create engagement beyond that of other social media platforms. Furthermore, end-users want to consume more live-stream content from Swedish artists. They want content that feels more personal and revealing, while utilizing the abstract feeling of “here and now” in order for it to be more interesting than other content on social media - something that the music industry professionals agree is important in live-streamed music content.
Musikbranschen är en av de branscher där digitaliseringen av innehålls- och distributionskanaler haft störst påverkan. Industrins inkomst skiftar från att huvudsakligen komma från fysiska till digitala kanaler samtidigt som musikbranschen har den största närvaron och de mest populära kontona i praktiskt taget alla sociala medier - musikindustrins nuvarande tillstånd är förändring. Detta har lett branschfolk in i letandet efter nya och innovativa sätt att återuppfinna affärsmodellen för musikdistribution. Således är syftet med denna studie att undersöka potentialen för video live-streaming som ett tillägg till de nuvarande sociala media-plattformar som används för att marknadsföra artister. Detta gjordes genom att titta på vad branschfolk tycker om ämnet vad gäller strategiska resonemang och potential, observera en interaktiv live-stream med ett svenskt pojkband, samt en enkät riktad till användare och lyssnare av svenska populära artister för att definiera vad deras inställning är till musikrelaterat innehåll i sociala medier i allmänhet, och live-streaming i synnerhet. Resultaten visar att live-streaming har en lucka att fylla i musikföretagens sociala medier-verktygslåda genom att underlätta definitionsprocessen av superfans baserat på dataanalys som samlats in från lives-streams, och att kanalen har potential att skapa engagemang utöver det som genereras av andra sociala medierna. Dessutom vill användare konsumera mer live-stream-innehåll från svenska artister. De vill ha innehåll som känns mer personligt och avslöjande, samtidigt som man utnyttjar den abstrakta känsla av "här och nu" för att det ska vara mer intressant än annat innehåll på sociala medier - något som musikindustrins yrkesverksamma också tycker är viktigt i live-streamat musikinnehåll.

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Caillet, Maxence, and Daniel Yamba-Guimbi. "The state of the digital music market in France and its tendencies." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5002.

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The digital music market is a dynamic market which keeps evolving all the time, as it is the case in France.

The purpose is to explore what the state of the current digital music market in France is and its trends.

Thus, we exhibit the tools implemented by companies to act in this market.

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Pavlů, Kristýna. "Marketing hudebního festivalu Dvořákova Praha." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124594.

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This thesis focuses on marketing activities of the classical music festival Dvořák's Prague. Its goal is to analyze the advertising and other marketing activities of Dvořák's Prague in detail. On these bases recommendations on how to increase the knowledge of the festival will be proposed. The thesis is divided into two parts. In the first part the thesis focuses on theoretical points related to marketing ín general and to the arts, which are the subject of the festival. Then the concept of the market research is defined, its process and methods. In the second part, theoretical points are applied. After the introduction of the festival itself, the thesis continues with the analysis of particular marketing activities and with the marketing research, which was conducted to discover the public knowledge and awareness of the festival. In the final part the findings from the analyses of marketing activities and results of the marketing research will be used to propose possible improvements in marketing campaign to increase the public awareness of the festival.

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Oesterle, Ulf. "Organizational influence on recorded music a look at the independents /." Related electronic resource:, 2007. http://proquest.umi.com/pqdweb?did=1354131191&sid=1&Fmt=2&clientId=3739&RQT=309&VName=PQD.

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Burkhalter, Janee N. "'Check the Rhyme': A Study of Brand References in Music Videos." Digital Archive @ GSU, 2009. http://digitalarchive.gsu.edu/marketing_diss/14.

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In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music executives must be aware of when implementing music video brand placements. A conceptual model of music video brand placement is presented and evaluated utilizing qualitative and quantitative techniques. The qualitative methodology employs real music fans as informants and music videos as stimuli in developing an understanding of the relationship consumers have with music as well as their reactions to music videos. The quantitative methodology uses an original music video as the stimulus, real music fans as respondents and a real-time on-line survey to measure the relationship among the variables. Study findings support the ability of music videos to impact extra-musical consumption and provide early evidence regarding factors important to understanding consumers’ responses to music video brand placements.

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Richardson, Neil Andrew. "The adoption of sustainable marketing practices within the UK music festivals sector." Thesis, University of Leeds, 2015. http://etheses.whiterose.ac.uk/13578/.

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This research investigates the efficacy of communications in matters germane to sustainable practices within the UK independent music festival sector. To do this the study identifies Triple-Bottom-Line based sustainability and/or marketing practices adopted by stakeholders and how they (and consumers) perceive related communications. The ‘sector’ is complex, fast changing, a major contributor to the UK creative economy and is forecast to grow. It is typical of the creative economy where a small number of large firms counterbalances a large number of essentially local, micro-enterprises. Largely independent, these smaller festivals comprise a variety of multi-stakeholder businesses with differing aims and objectives. Micro-enterprises have different characteristics (to larger companies), which dictate their marketing approaches. However sustainability studies often focus on larger manufacturers, which mirrors how most extant approaches to marketing were developed i.e. from experiences in larger companies. Stakeholders must align their values with changing consumer behaviour (e.g. increasing ethical and environmental spending patterns). Festival organisers must communicate with a diverse range of stakeholders and this case study investigates perceptions and attitudes germane to the communication of sustainable practices. Festivals are unlike other events or services as they are based almost entirely upon high degrees of consumer engagement often in areas of outstanding natural beauty. Despite this scholars have largely ignored them. Festivals are temporary townships, generally transitory, occurring infrequently and limited in time. Governments regard them positively owing to the economic sustainability generated, their ability to generate a sense of collective responsibility and encouraging community involvement. Many researchers apply functional ‘silo-based approaches’ to events. The customer-centric disciplines have largely failed to embrace sustainability. This study is inter-disciplinary being located in the overlap between sustainability and customer centric disciplines. Sustainable Marketing (SM) is gaining credence and increasingly adopted by progressive marketers. This research identifies recognised marketing and sustainability practices adopted by those micro-enterprises who ‘deliver’ festivals. Festivals operate in an increasingly competitive environment hence the implementation of effective marketing approaches is a priority. This study provides insights into marketing communications (‘marcomms’) and positioning that will prove useful for practitioners and academics. Few studies of the adoption of sustainability within services or arts exist. This study seeks to address this, contributing to the growing area of research into sustainability within the services and leisure economy. Semi-structured interviews were carried out with 19 stakeholders representing enterprises delivering 7 independent music festivals in the 2014 festival season. Parallel to this 119 festivalgoers were surveyed which enabled triangulation and provided useful insights.

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Love-Tulloch, Joanna K. "Marketing American identity : the role of American classical music in television advertising /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1440922.

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Thesis (M.A.)--University of Nevada, Reno, 2006.
"December, 2006." Includes bibliographical references (leaves [92]-[94]). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2006]. 1 microfilm reel ; 35 mm.

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O'Reilly, Daragh. "Marketing and consumption of popular music : the case of New Model Army." Thesis, Sheffield Hallam University, 2008. http://shura.shu.ac.uk/4231/.

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English rock band New Model Army has survived for nearly thirty years without a conventional marketing strategy or mass media support, and for much of that time without major record label support. This inquiry set out to explore the reasons for the durability of this independent band. The study required an engagement with a range of literatures from marketing, consumer studies, popular music studies and cultural studies. The key notions of "circuit of culture" and "text" were adapted to help guide the inquiry, and combined with social identity theory and branding theory. A broadly ethnographic approach, harnessed to a combination of social constructionist, hermeneutico-semiotic and discourse-analytical perspectives was used for the study. A range of data collection methods was used, including participant observation, interviews with band and fans, and photography. In three empirical chapters, data on three sites of cultural production and consumption site are presented: cyberspace, museum spaces and gig spaces. The chapters deal with, respectively, the construction of the New Model Army "Family" as a framing interpretative resource for the band-fan community; the curation by the band of an exhibition of its art and artefacts in order to create a Family heritage; and the importance of live performances as Family "gatherings". Data analysis helps to show how the band and fans together construct the musical project that is New Model Army, while also pointing to some underlying tensions and how these are managed by the band and fans., The implications of these findings are then drawn out for the conceptualisation of tribes and brand communities, and the marketing and branding of popular music groups. The combination of circuit of culture, text, and social identity theory with detailed empirical evidence offers a thickly descriptive and analytical answer to the question about the durability of New Model Army's appeal. This thesis also contributes to the development of theory in the areas of arts marketing, arts branding, cultural studies and popular music studies.

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Butler, Patrick Denis. "By popular demand : marketing change in the arts." Thesis, University of Ulster, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.342307.

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Aguirre, Lopez Nicolas Enrique, Echeverria Carlos Augusto Garrido, Giannotti Haris Giordano Papadelis, Castro Enrique Sebastian Robles, and Chueca Flavio Cesar Rodriguez. "Modelo de negocio para validar el emprendimiento de una agencia de marketing musical en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626507.

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El presente proyecto sobre nuestra agencia de marketing musical para artistas del género urbano nos muestra la viabilidad de su ejecución, en base a la investigación realizada en Lima Metropolitana de los NSE “A” y “B”, que permitió detectar una demanda insatisfecha debido a la necesidad que tienen para promocionar su música en el mercado local. Actualmente existen agencias de marketing musicales que no están enfocadas en el género urbano, sino en música de todos los tipos, lo que genera frustración en los artistas urbanos que tratan de llegar a todo su público objetivo sin éxito debido a la falta de información y de prácticas de promoción. Nuestro proyecto contempla la venta del servicio de plan de marketing dirigidos a músicos del género urbano, que contiene: el brief, la investigación del mercado, la conceptualización, estrategias de marketing, así como su implementación tanto en la elaboración de piezas graficas como la coordinación y seguimiento del cumplimiento de las estrategias propuestas. Para la implementación de este proyecto se requerirá la inversión de S/ 56 116 financiado en un 100% con aporte de los accionistas, descartando requerimiento de préstamos bancarios por las tasas altamente elevadas para pequeñas y primerizas empresas, que se estima recuperar al tercer año de operación.
The present project about our musical marketing agency for artists of the urban genre shows us the feasibility of it’s execution, based on the research carried out in Metropolitan Lima of the socioeconomic level "A" and "B", that allowed to detect an unsatisfied demand due to the need that they have to promote their music in the local market. Currently there are music marketing agencies that are not focused on the urban genre, but on music of all types, which generates frustration in urban artists who try to reach all their target audience without success due to lack of information and promotion practices. Our project includes the sale of a marketing plan service to musicians of the urban genre, which contains: the brief, market research, conceptualization, marketing strategies, as well as the implementation of the promotional content, additionally coordination and monitoring the fulfillment of the proposed strategies For the implementation of this project the investment will be required the amount of S /56 166, financed in a 100% with contribution of the shareholders, discarding requirement of bank loans for the highly elevated rates for small and first companies, which is estimated to recover in the third year of operation.
Trabajo de investigación

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Hedström, Joakim, David Högqvist, and Christian Piri. "Sensory Marketing - Does music influence customers? : Effects of music on customer behaviour, emotions and perceived atmosphere towards a specific product category." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44083.

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Title: Sensory Marketing - Does music influence customers? Effects of music on customer behaviour, emotion and perceived atmosphere towards a specific product category Background A new area of research within the field of marketing have grown since the 2010’s. This type of marketing is called Sensory Marketing and it can be used to trigger subconscious emotions within consumers by using the human senses: sight, hearing, smell, feeling and taste. In order to make products more attractive for the customers. Purpose The object of this study is to conduct an experiment where music is added to a specific product category located in specific part of the service environment. The goal of the experiment is to find out if the music changes the customers perceived atmosphere, emotions and actual behaviour when they are being exposed to music near a specific product category. The study aims to increase the understanding of customers emotions, perceived atmosphere, quantity of products bought and how long customers stay in a area of a service environment that is being targeted with music. Method and theory Through reviews of relevant literature within Sensory Marketing twelve hypotheses was created, which either got confirmed or rejected after 4 days of observations and questionnaires done on a sample consisting of 300 customers in a service environment. Results Most of the hypotheses were confirmed and the results shows that there is a significant correlation between music and customers emotions, behaviour and perceived atmosphere of a specific section in a service environment.

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Wernick, Jacob. "There’s No Shortcut to Longevity: A Study of the DifferentLevels of Hip-Hop Success and the Marketing Decisions Behind Them." Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556189262423471.

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Špak, Richard. "Marketing v hudebním průmyslu se zaměřením na elektronickou taneční hudbu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264408.

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The purpose of this thesis is to describe, analyze and compare traditional and new marketing tools of music industry, focusing on distribution and promotion, and demonstrate through an example of succes of electronic dance music in recent years that digital era and internet development have significant influence on mujsic marketing. Based on analysis and primary research reveal basic segments of listeners and recommend a mix of tools for a starting artist.

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Gustafsson, Märta. "”We are you. You are us. TOGETHER we are The Fooo Conspiracy” : En fallstudie av The Fooo Conspiracys användande av sociala medier i marknadsföringssyfte." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-119125.

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"We are you. You are us. TOGETHER we are The Fooo Conspiracy": a case study of The Fooo Conspiracys usage of social media for marketing purposes.In this essay I examine how the Swedish boyband The Fooo Conspiracy have used social media for marketing purposes. My purpose was to examine how the Fooo Conspiracy used social media for marketing purposes when the band was launched. My purpose was also to examine why they chose to market themselves primarily through social media when they were launched, what the intended target group was, how the band promoted themselves to them and what disadvantages there was to using social media for marketing purposes versus traditional media.In order to do this I did a case study which included an interview with their former manager Daff Kjellström and a thematic content analysis of the bands YouTube-, Instagram- and Twitter accounts. The theories I chose to use was marketing in social media, the standardization of popular music, the young audience and the mass media teenage culture, and media convergence and the participatory culture.The results showed that even though The Fooo Conspiracy are marketed as a band that became known through social media, they were exposed in the traditional media early on in their career. This was because they were given the opportunity to be Justin Biebers opening act when he visited Sweden in april 2013, which was the month that The Fooo Conspiracy was launched. The results also showed that the way they use their social media has made the fans involved in their career and created a bond between themselves and their fans.

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Lieb, Kristin J. "Pop tarts and body parts an exploration of the imaging and brand management of female popular music stars /." Related electronic resource:, 2007. http://proquest.umi.com/pqdweb?did=1408927501&sid=1&Fmt=2&clientId=3739&RQT=309&VName=PQD.

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Rosner, Elizabeth. ""It's the Real Thing": The Marketing of an African Identity in a West African Dance Class." Bowling Green State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1336761459.

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Cary, Melissa A. "Making Music Sustainable: The Case of Marketing Summer Jamband Festivals in the U.S., 2010." TopSCHOLAR®, 2012. http://digitalcommons.wku.edu/theses/1206.

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Commercial music festivals in the United States have been growing in popularity since the 1960s. Today, many weekend-long music festivals are annual events spanning a variety of genres and often occur at the same locations each year. My research compares and contrasts how jamband music festivals are marketed as sustainable events and attempts to determine how the advertised sustainable practices are implemented and utilized at selected jamband music venues. The jamband genre of music emphasizes musical improvisation and borrows from other styles of music: rock, electronic, jazz, blues, folk, and bluegrass. In addition, any impacts these festivals have upon the local environment are evaluated. Sustainability is a topic often used as a marketing strategy when promoting summer jamband music festivals. Fans of this genre are identified with a culture that is similar to the environmentally conscious hippie culture of the 1960s and 1970s. The data for this research were obtained through field observations, interviews, surveys, and content analyses of promotional materials. It is my hypothesis that the festivals’ sustainable practices will be adopted by local communities as the festivals leave both a physical and cultural imprint upon the local landscapes, which is determined through attendee surveys and interviews with local decision makers and festival promoters. I also hypothesize that the geographic location of each will have an influence on the participation in such practices by the festival attendees, as I believe those in attendance at the High Sierra Music Festival in California will be more likely to have green lifestyles as California has been a leader in environmentally conscious innovations and attitudes, whereas other states, Illinois and Tennessee, lag behind. The data collected were mapped and analyzed to determine the effectiveness of environmental sustainability promotions and practices at the fan level as well as the local level. This research fills a gap within the geographic literature as no research exists examining the spatial relationship between music festivals and sustainability. Additionally, my research highlights that popular cultural events can be opportunities to engage in meaningful environmental education on issues such as recycling, and environmental sustainability.

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CHAPPLE, LAURA MARY. "FUNDING AND MARKETING TRENDS FOR NONPROFIT ARTS ORGANIZATIONS: CASE STUDY, THE BERKSHIRE MUSIC SCHOOL." University of Cincinnati / OhioLINK, 2004. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1092977568.

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Dubinas, Andrius. "Muzikos atlikėjų marketingas internetu: iššūkiai ir galimybės." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130805_104604-20719.

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Muzikos ir muzikos atlikėjų marketingas internetu. Internetinės muzikos platinimo ir atlikėjų informacijos sklaidos terpės, jų naudojimo iššūkiai ir teikiamos galimybės. Skaitmeninės muzikos vartojimo įpročiai ir piratavimo reiškinio tyrimas. Tradicinės ir naujosios medijos informacijai bei muzikai skleisti.
Music Performers' Marketing Over Internet: Challenges and Opportunities.

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Mamaril, Crystal Desquitado. "A comparative analysis of the use of music in advertisements within the car industry." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2296.

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Törnmarck, Oskar, and Johannes Wikström. "Music For Sale? : Umeå Open & Umeå International Jazz Festival - A Study in Event Marketing." Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-25536.

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Umeå is a city that is known for its music scene. Credible bands and artists have consequently sprung out and put the city on the map for as long the authors of this paper can remember. The city has a specific image and this study seeks to shine a light on how this came to be. Has there been a conscious marketing strategy in order to gain the reputation that Umeå has, or is the city’s music scene so prominent that it speaks for itself? Data for the study were collected through conducting qualitative interviews with the producers of the two music festivals Umeå Open and Umeå International Jazz Festival. The results show that cultural visions and marketing are constantly interacting, but to the authors’ knowledge, no conscious decisions have previously been taken to market Umeå as a city of music. Still, with current acts like Deportees, David Sandström and Frida Hyvönen just to mention a few, the image of Umeå is more justified than ever.

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Chapple, Laura. "Funding and marketing trends for non-profit arts organizations case study, the Berkshire Music School /." Cincinnati, Ohio : University of Cincinnati, 2004. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=ucin1092977568.

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Söderström, Albin, Miller Emanuel Rinaldo, and Anderberg Theodor Mörse. "Don't Scroll Past! : Exploring how independent music artists can adapt their digital content marketing strategy to attract new listeners." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49033.

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Henning, Emelie, and Martin Palmcrantz. "Tacongruity : Impact of congruent music on sales of tex-mex products in a Swedish grocery store." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176778.

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This explanatory study investigated the possible causal relationship between congruent background music and consumer behavior. We studied empirically whether sales of tex-mex products was affected when congruent music was played in conjunction to the tex-mex section of a Swedish grocery store. A field experiment was conducted where stereotypical Mexican music was played in conjunction to the tex-mex section. Previous experiments have tested, and confirmed, the notion that music stereotypically related to a country can prime related knowledge and the selection of certain products if the products fit with that knowledge. Earlier research has also been able to support the notion that consumers tend to spend more money and time in store when congruent music is played. Mexican, Pop, and no music was played during three weekends and sales data on tex-mex products was gathered and analyzed. The results indicate that fewer consumers purchased tex-mex products when Mexican music was played, but those who did spent more money and/or purchased a slightly larger number of tex-mex products. However, the small differences between the music conditions were not statistically significant. The potential reasons for this is discussed in the analysis and lastly, implications for future research as well as managerial implications are discussed.

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Kazadi, Kanyabu Solomon. "A sociological analysis of the production, marketing and distribution of contemporary popular music by Zambian musicians." Thesis, Rhodes University, 2015. http://hdl.handle.net/10962/d1018933.

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The purpose of this research was to gather information about the production, marketing and distribution of Zambian contemporary music by Zambian musicians. Very little information has been documented about the development of the Zambian music industry, particularly from the perspective of those within the industry. As a result this study attempted to add to this knowledge. To achieve this Pierre Bourdieu’s theoretical concepts of ‘fields’ and ‘habitus’ were used to gain an understanding of what affects the creation of art forms such as music as well as the structures and underlying processes within the music industry. The concept of ‘fields’ usefully framed an explanation of the struggles and connections within the various fields in the industry and a view of the Zambian music industry in relation to the international industry. To gather the data necessary for this research a qualitative approach was utilised involving semistructured in-depth questionnaires from twenty-three interviewees. These interviewees were selected from various sectors of the music industry in an attempt to gain a holistic perspective of the industry in the 21st century. There were four subgroups: the artists (singers, rappers and instrumentalists), managers, radio DJs, and a miscellaneous group made up of the remaining participants, a Sounds Arcade manager, a music journalist, the National Arts Council Chairperson, a Zambia Music Copyright Protection Society (ZAMCOPS) administrator, and the then President of the Zambia Association of Musicians (ZAM). With the limited exposure to formal musical, instrumental and production training, musicians, instrumentalists, managers and studio production personnel interviewed had had to learn their craft on-the-job. This limited knowledge appears to add to the hindrance of the development of careers and the industry, particularly in terms of how to register and distribute music correctly to earn royalties and protect their intellectual property against piracy. From an institutional level piracy is being addressed more forcefully with the introduction of holograms and the tightening of policies and structures to do with the music industry.

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Langham, Christina P. "Finding the gimmick: Identifying brand identities and creative marketing strategies in the Brisbane independent music market." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/122228/1/Christina_Langham_Thesis.pdf.

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This project explored the use of brand identities in Brisbane independent music marketing. The thesis explored how these strategies were perceived by music consumers and industry professionals in the area, and in doing so, identified ways in which these strategies could be used to create a musical brand identity.

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Emanski, Julianna. "Early Music Audiences: A Survey and Analysis of Early Music Consumers in Texas." Thesis, University of North Texas, 2020. https://digital.library.unt.edu/ark:/67531/metadc1707272/.

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Texas has a rich tradition of Early Music ensembles that dates back to 1969. However, there is little reliable information based on statistical data collection and analysis concerning Texas Early Music consumers. Little is known about why they attend Early Music performances or other important factors that affect the Early Music industry. Through the use of an extensive survey and accompanying statistical analysis, this study answers many questions regarding Early Music consumers in the State of Texas. This study collected demographic and psychographic data in January 2020 about the Early Music concert-going public in three major Texas cities - Dallas, Austin, and Houston. Other factors were identified in two primary areas: audience characteristics and ticket pricing practices.

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Salvatore, Andrea Maria. "Entertaining the global consumer the role of the festivals in marketing West African film and music /." Connect to Electronic Thesis (CONTENTdm), 2009. http://worldcat.org/oclc/457045398/viewonline.

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Sepúlveda, Filipa Maria da Cruz Filipe. "O efeito da musica ambiente no comportamento do consumidor : o caso dos restaurantes." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10292.

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Mestrado em Marketing
O presente estudo visa investigar qual o impacto que a presença de música ambiente e respectivas variações do tempo da música, num ambiente de restaurante, tem junto do comportamento do consumidor, averiguando se é, ou não, uma ferramenta de marketing eficaz. Através de uma abordagem metódica e quantitativa, ir-se-á investigar se a presença de música ambiente e as suas respectivas variações no tempo afectam positivamente o tempo que os consumidores passam no interior do espaço e quais os seus diferentes tipos de gastos. Para isso, foi conduzida uma experiência, num restaurante situado na zona de Miraflores, onde durante 3 semanas se utilizou a técnica de observação para estudar os comportamentos dos consumidores nas 3 condições de estudo: sem música ambiente, com música ambiente de tempo lento e com música ambiente de tempo rápido. Embora os resultados obtidos não permitam validar muitos dos objectivos propostos na presente investigação, verificou-se que muitas das variáveis alvo de estudo, sofreram ligeiras melhorias aquando a presença de música ambiente e em alguns casos mais concretos, aquando da presença de música ambiente com tempo lento.
The following paper aims to explore which is the impact that the presence of environmental music and its respective variations in tempo over a restaurant environment has on consumer behavior, and to check whether or not, it can act as an effective marketing tool. Throughout an exhaustive fact based analysis, it will be investigated if the presence of environmental music, with its variations in tempo, affects positively the time spent inside the restaurant, and which are the impacts over the different spending categories. With that vision in mind, it was conducted an experiment, in a restaurant located on Miraflores, Lisbon area, where during three weeks, the observation method was used to study the consumer behavior on the 3 study conditions: without environmental music, with slow tempo environmental music and finally, with fast tempo environmental music. Although the results obtained did not allowed to validate much of the objectives proposed by the investigation, it was worth of note that plenty of the variables that were studied suffered slight improvements when subjected to environmental music, and in some cases with the use of slow tempo environmental music.

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Bhovichitra, Phunpiti. "Music CD in development and consumer value in the Thai music industry." Thesis, University of Stirling, 2017. http://hdl.handle.net/1893/26302.

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While the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the Thai market. The Thai music market has inimitable characteristics within the market in terms of the physical music record offers, recorded musical works, and a growth trend in physical sales. Moreover, the behaviour in physical music consumption is opposite to that in world markets. Music consumption practices in the Thai market and why physical music, and CDs in particular, remain relevant to the Thai music industry are an enigma. The music industry itself has suggested that the physical music market needs to be revamped and its physical products redeveloped. In addition, the major record companies have also refocused into developing physical markets. However, precisely how this is to be achieved has not been specified. The twin aims of this study are to more fully comprehend Thai music consumption practices in today’s market and to examine how the concepts of product development could be effective in responding to consumer needs and desires. Consumer-led product development is the main concept of this study used to create ideas to enhance music CDs. This study combined many perspectives related to consumer-led product development and then applied them to construct the conceptual framework named “The Seminal Framework for CD Development”. The framework is a roadmap to create a new set of features for a new form of music CD based on the input of the music industry’s representatives and consumers. A new form of music CD which includes a new set of features is named in this study as the “prototype CD”. Also, the framework is used to evaluate the effectiveness of the prototype CD; how the prototype CD is responsive to consumer needs as far as functional and psychological perspectives are concerned. Bearing in mind the aim of this research, the researcher considered the interpretive paradigm to be the most appropriate approach for capturing consumers’ experiences in music consumption practices and for studying the opinions, points of view and ideas derived from the consumers, and the experts in music CD development. In the data collection process, this study employed the technique of purposive sampling for selecting from the population. The purposive sampling technique allows the researcher to judge and select people or prospective participants who: 1) are available to participate I in conducting the research, 2) are knowledgeable about the industry, 3) have experience related to the context of the study, and 4) can provide the reliable and detailed information required to understand the focal themes of the study. This study conducted nine interviews with the music industry’s experts, 60 one-on-one interviews and four group interviews with consumers. For the data analysis, this study adopted the manual coding analysis. The Seminal Framework determined the coding structure, and sets of data could be organised into distinct themes, such as the new features of music CDs or future positive possibilities for music consumption. This enabled, at the end of the process, an easier and more efficient identification of the experiential values derived from prototype music CDs. In addition, in more fully understanding the needs and expectations inherent in music consumption practices, such careful coding analysis helps to re-define the typology of music consumers. The typology and the concepts also facilitated the identification of music consumption behaviour in today’s environment. This study contributes a wider concept in consumer-led product development that has been applied to the context of music consumption practices and music product (CD) development.

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Sewald, Ronda L. "The darker side of sound conflicts over the use of soundscapes for musical performances /." [Bloomington, Ind.] : Indiana University, 2009. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3380130.

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Thesis (Ph.D.)--Indiana University, Dept. of Folklore and Ethnomusicology, 2009.
Title from PDF t.p. (viewed on Jul 14, 2010). Source: Dissertation Abstracts International, Volume: 70-12, Section: A, page: 4519. Adviser: Ruth M. Stone.

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Laver, Mark. "Jazzvertising: Music, Marketing, and Meaning." Thesis, 2011. http://hdl.handle.net/1807/31826.

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This dissertation examines jazz from the perspective of advertisers and marketers that have used the music with a view to unraveling the complicated web of cultural meanings and values that attend to jazz in the 21st century. Advertising is a critically important and profoundly complex medium for the mass dissemination of music and musical meaning. Advertisers and marketers therefore offer crucial perspectives on the construction, reification, and circulation of jazz meanings and discourses. At the same time, I argue that historically jazz has been a cultural practice that is uniquely situated on the cusp of the binarized cultural categories of “high art” and “popular/commercial”. With that in mind, I suggest that jazz offers an invaluable lens through which to examine the complex and often contradictory culture of consumption upon which North American capitalism is predicated. In a broad sense, then, I examine the confluence of jazz, consumption, and capitalism as they are articulated through the medium of advertising. I contextualize my analysis with a short history of music in advertising and a discussion of jazz’s embeddedness in capitalism and the North American culture of consumption. The core of the dissertation consists of three detailed case studies: an analysis of jazz and luxury in a 2003 Chrysler Canada campaign for the high-end cars Sebring and 300M, featuring Diana Krall; a discussion of the function of jazz in the spectacularization of cultural diversity and individual agency in the television campaign for a 2006 Diet Pepsi product called “Jazz”; and an examination of corporate amorality in the Toronto Dominion Bank’s sponsorship of jazz festivals in Canada. Finally, I consider how both communities and individuals have been subjectively constituted and/or called into being by consumption and, conversely, how they have used the convergence of jazz and consumption to “talk back” to capitalism.

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Chuang, Wan-Chien, and 莊宛蒨. "A Research on Christian Children Music Marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/34314366243296141195.

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碩士
輔仁大學
非營利組織管理碩士學位學程在職專班
103
Christian children’s music institutions often face the issues of brand promotion, especially for those less known new organizations that needing promotion in order to stand out, the finding of possible branding direction would thus be a one of the great challenge. In the case of the institution of this research that sees the Christian community within the churches as its target group, from the brand marketing perspective, raising the brand awareness for more people to know the institution and its products would therefore be their major task. Brand Concept Map, BCM, is a methodology used in NPOs or enterprises wherein one can employ person-to-person interview to collect customers’ associations in relation to a brand; and through which the researchers with the specific method of calculation can map out a collective map of the network of associations with the brand at its center. The advantage of BCM is its capability to map out the relation between the associations, and between the associations and the brand, which produces a more comprehensive brand profile. Through the caparison made between internal and external interviewees, it enables the detection of institution’s brand positioning, the consumer’s perception of the brand image and the consumer’s impression on the brand. With this method, the organization and its manager will be able to evaluate their product’s competence and weakness, to improve its product quality and to adjust their products in accordance to the market’s need. This research analyses the brand associations, from the attributes, benefits and attitudes three different levels (Keller, 1993), the relation between the associations, and the possible meanings involved. The result of the collective BCM of the institution staffs shows that the connection between associations are much lesser that the one of the collective BCM of the children’s music volunteers; further, the former also showed that they were placing their focus mainly on the music itself, in contrasting to the latter, wherein they gave more importance to the concert audience interaction, and only secondly the music itself. Based on these results, this research proposes that the institution should: 1) enhance their overall administrative capability in relation to organizing activity; 2) adjust their brand image in response to the market expectation; 3) integrate the resources of government and social welfare; 4) utilize the internet media resources for more exposure and to develop their brand image; 5) in their future marketing plan, come up with activities that centered on their music, which will facilitate the experience of the value and content of their music. Lastly, this research hopes that these results may also be a reference for the institutions that see the promotion of Christian children’s music as their major task in future.

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48

(9807665), Elisabeth Jensen. "Cross-genre marketing of Australian Roots music." Thesis, 2008. https://figshare.com/articles/thesis/Cross-genre_marketing_of_Australian_Roots_music/13462907.

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"Explores the dilemma of cross-genre marketing within the Australian roots music industry, citing established marketing principles utilised within the industry as documented via interviews with industry professionals. Fifteen Australian music industry professionals (five each from the roots music sub-components of country, blues, and folk music) will be questioned regarding their views on genre identity"--Introduction.

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49

"Marketing in Music Therapy: A Survey of Self-Employed Music Therapists to Identify Methods of Marketing Planning, Positioning, Promotion, and Implementation." Master's thesis, 2014. http://hdl.handle.net/2286/R.I.24900.

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abstract: ABSTRACT A survey of board-certified music therapists who identified themselves as self-employed was conducted to examine current methods of marketing related to planning, positioning, promotion, and implementation within a music therapy private practice or contracting model, as well as identify trends in marketing methods as compared to prior research. Respondents (n=273) provided data via online survey as to current marketing practices, assessment of personal marketing skills, and views on marketing's overall role in their businesses. Historical, qualitative, and quantitative distinctions were developed through statistical analysis as to the relationship between respondents' views and current marketing practices. Results show that self-employed music therapists agree marketing is a vital part of their business and that creating a unique brand identity is necessary to differentiate oneself from the competition. A positive correlation was identified between those who are confident in their marketing skills and the dollar amount of rates charged for services. Presentations, websites, and networking were regarded as the top marketing vehicles currently used to garner new business, with a trend towards increased use of social media as a potential marketing avenue. Challenges for respondents appear to include the creation and implementation of written marketing plans and maintaining measurable marketing objectives. Barriers to implementation may include confidence in personal marketing skills, time required, and financial constraints. The majority of respondents agreed that taking an 8-hour CMTE course regarding marketing methods for self-employed music therapists would be beneficial.
Dissertation/Thesis
M.M. Music Therapy 2014

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50

FANG, LIN PING, and 林苹芳. "Pop Music Marketing Models over the Digital Music Platform -- Researches and Application Practices." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/22158787422490501809.

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碩士
國立臺灣藝術大學
應用媒體藝術研究所
98
According to the latest sales figures for Taiwan market in 2009, provided by Recording Industry Foundation in Taiwan, it indicates that the amount of the total sales has dropped to one tenth of total sales amount of 1997.Besides the piracy, digitalized music also is another key factor that strikes Taiwan music market and causes the drop of sales amount of records and label business. Digital platform offers a much better way for any piracy: it not only makes the pirates digitalized ,but also speeds the spread of pirates. Consumers and music content provider must be aware of the fact that the urgent needs for marketing towards digital music and of the fact that the ways to meet and satisfy consumers’ need have been changed when Record Industry is entering a cyber world where any music can be presented as digital .This research focused on label & record industry , music-content providers and online –music servers as research targets .And this research is also built by the information and analysis summarized by In-depth interviews on some experienced music-related workers and Research Study on previous related studies and researches. With intellectual property rights are being violated by pirates and cyber pirates year by year, pop-music content providers/makers turns for help either by Third-party’s emphasis on Copy Rights or furthermore ,they confront this situation and change the crisis brought by digital plat form to a favorable new turning point. They change the traditional marketing models for pop –music and develop a new marketing model for digital music and create a new opportunity for themselves. This Research aims at exploring the pop-music new marketing model towards digital platform.

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Dissertations / Theses on the topic 'Music marketing'

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