Marknadsföring : Att som artist nå framgång

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Författare: Lisa Holmgren; Johanna Jonsson-granberg; Christoffer Westregaard; [2013]

Nyckelord: ;

Sammanfattning: Abstract The object of this study has been to analyze how companies within the music industry can successfully market their artists, this due to the complexity of today’s marketing environment, where technology has rapidly changed the way of communicating, and therefore contributed to a highly competitive market. The vast change of technology has resulted in several possibilities as well as difficulties breaking through, what could be seen as, a media sorl. Our purpose has been to outdo how companies market, as well as which factors that are vital, for a successful promotion of their artists. To be able to carry out our aim, we have created one key question;   How can companies within the music industry market their artist to make them reach success? We have used a qualitative research approach for this study, this to be able to generate more depth concerning the chosen topic. To generate more knowledge from several perspectives, we chose to interview six different actors within the music industry that all have an experience of marketing artists. The final chapter is a result of the analysis, and in this chapter we present our conclusions concerning the chosen topic.  The conclusions consist of certain marketing strategies and aspects, that seem to be of greater importance when it comes to successfully market an artist. Our understanding of the topic is that positioning can only be done through a product (the song). Further it’s important to create a need for this product, and this can be done if companies aim their product towards smaller groups, such as opinion leaders and core listeners. The next step is to create unique relations with these actors, because they have the ability to influence the audience, which in turn can lead to mass consumption and therefore success. To carry this out, there’s a lot that indicates, that an artist’s image is of great importance. This image needs to be created by the artist itself, this because the image has to be realistic and reflect the personality of the artist. To gain a successful outcome, this image should preferably be communicated cohesively and with a personal touch towards every actor. Keywords: Image, Positioning, Relations, Competition, Communication, The Music Industry, The media sorl, Listeners.

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