Kysset med Jamel: En analyse af viralmarkedsføring via Youtube
Student thesis: Master thesis (including HD thesis)
- Esben Bach
4. term, Communication, Master (Master Programme)
This MA thesis studies the situation of marketing within the music industry. The music industry have been through 10-15 years with declining record sales and a constantly growing illegal filesharing scene. Besides the normal wishing for “the good old days” there are also some truth to the matter. IFPI (International Federation of the Phonographic Industry) reveals the ugly truth through their annual sales report that states that sale are at an all time low since 1990.
The competition has never been harder for the music industry. The modern customer is leaving the psychical medias and are moving towards digital medias. The customers don’t visit brick-wall records stores any more, they click in to online web stores and online file sharing websites. The P2P movement has created a tendency within the younger audience, that music is something you search for on the internet, you get inspired on the internet and you get to know new artists through the internet. It is only natural that the customers use the same platform to acquire music as the use to get knowledge about new music and where they get personal recommendations from friends. The record labels have been struggling for many years, trying to get the customers back to the CDs, and have in that period trimmed down their artist rooster to the few big selling names. This has created a challenge for the up-and-coming artists that likewise are struggling to get the record labels attention. It seems like the record labels don’t spent the same amount of time and resources on discovering the next generations of artists, it is more than ever up to the artist to create attention from not only the labels but also from the customers.
This MA thesis will focus on how artists can create this important awareness about themselves in a degree that will get the record labels attention. Main focus in this MA thesis is on Youtube and how this fairly new phenomenon can become an active tool within a viral marketing campaign, the thesis is based on a case with a artist that did just that, and that now have offers from three big national and international record labels.
The competition has never been harder for the music industry. The modern customer is leaving the psychical medias and are moving towards digital medias. The customers don’t visit brick-wall records stores any more, they click in to online web stores and online file sharing websites. The P2P movement has created a tendency within the younger audience, that music is something you search for on the internet, you get inspired on the internet and you get to know new artists through the internet. It is only natural that the customers use the same platform to acquire music as the use to get knowledge about new music and where they get personal recommendations from friends. The record labels have been struggling for many years, trying to get the customers back to the CDs, and have in that period trimmed down their artist rooster to the few big selling names. This has created a challenge for the up-and-coming artists that likewise are struggling to get the record labels attention. It seems like the record labels don’t spent the same amount of time and resources on discovering the next generations of artists, it is more than ever up to the artist to create attention from not only the labels but also from the customers.
This MA thesis will focus on how artists can create this important awareness about themselves in a degree that will get the record labels attention. Main focus in this MA thesis is on Youtube and how this fairly new phenomenon can become an active tool within a viral marketing campaign, the thesis is based on a case with a artist that did just that, and that now have offers from three big national and international record labels.
| Language | Danish |
|---|---|
| Publication date | 31 Dec 2011 |
| Number of pages | 59 |