Brand-Management Theoretical Principles in Music Business

Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to create a strong loyal fanbase. This is the case when brand management is worth mentioning, which allows promoting the audience loyalty formation for a long time. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations of brand management in the organization of the music business for increasing the music artists' competitiveness and their promotion effectiveness in the music market. The system approach, methods of analysis, and synthesis, in particular, analysis of the literature about brand management, its effectiveness evaluation, and promotion of music artists are used. Results. The essence and significance of brand and brand management, features of brand management in the music business are revealed. Theoretical principles of brand management in increasing the competitiveness of music artists and their promotion effectiveness are considered. The main methods of evaluating the effectiveness of brand management are described. Conclusions. The scientific novelty of the article lies in offering to consider a music artist as a brand and promote it in the market according to the principles of brand management. It also proposes to transfer the methods of estimating the product brand building and promotion efficiency to the musician’s brand. The significance of the research lies in the possible use of its results in the integration of brand management into music artists' promoting strategy in Ukraine, as well as in developing recommendations for the promoting strategy of Ukrainian show business music artists.

Place references in Chinese music titles since 1912: changing patterns across regions and time

There are strong links between music and ‘sense of place’. This study investigates the connotations and features of the sense of place in songs against the background of social change between 1912 and 2019 in China. From 1912 through 1949, the sense of place was chiefly patriotic. From 1950 to 1979, the influence of socialism resulted in songs that concentrated on historical sites to form place identity. After 1980, the music market influenced the writing of songs about ‘place’. Since 2010, the sense of place has involved the activities of individuals and events within an area that shape the feel and impression of the place, and it is complex and plentiful. The results indicate that the relationships between people and the places they sing about become more abundant and detailed over time, along with a change from each place having a dominant style to a more diverse scenario. Before the opening-up and reform of China in 1979, the sense of place was often a shared collective memory, whereas today, the trend is towards personal songs. Additionally, sense of place is studied in regard to social processes as well as individual music pieces, and the driving force of each period is the response to basic social contradictions.

The Relationship between Music Property and Degree of its Popularity in Spotify

The global recorded music market grew by 7.4% in 2020, the sixth consecutive year of growth, according to IFPI, the organization that represents the recorded music industry worldwide. Figures released today in IFPI’s Global Music Report show total revenues for 2020 were US$21.6 billion. Growth was driven by streaming, especially by paid subscription streaming revenues, which increased by 18.5%. There were 443 million users of paid subscription accounts at the end of 2020. Total streaming (including both paid subscription and advertising-supported) grew 19.9% and reached $13.4 billion, or 62.1% of total global recorded music revenues. The growth in streaming revenues more than offset the decline in other formats’ revenues, including physical revenues which declined 4.7%; and revenues from performance rights which declined 10.1% – largely as a result of the COVID-19 pandemic. As we have seen, the music market has a huge economic potential on a global scale, then I want to use 40,000 of data in Spotify to analysis people’s average hobbies and build a simple persona.

Türkiye’de Dijital Müzikteki Yeni Ekonomik Modellerin Sosyolojik ve Kültürel Yönleri

This research explained new economic models in the digital music industry in view of cultural, technological, and sociological aspects. The importance of local entrepreneurship, as well as global markets, were accessed. There have been many developments in digital music in the past two decades. These developments have affected relations between the digital economy and music technology. The study is mainly focused on the Turkish music market. Why the subscription and bundling models are on the rise? How does an economic merger between telecommunication companies and digital music services work? What are the effects of the recent developments in technology, in particular smartphones on music industry? The partnership of Turkcell, the largest GSM operator in Turkey, and one of the top 5 in Europe and Turkish digital music service Fizy was exemplified. Thus, the significance of local markets in the digital era, expectations of the audiences, the applicability of streaming, and bundling economic models in Turkey have been examined.

How Has Digitalisation Influenced Value in the Music Market?

This paper focuses on how digitalisation has influenced actors’ value determination and value creation in the Swedish music market. It draws on the service-dominant logic (SDL) and the service ecosystem perspective to conceptualise value as co-created through the integration of resources by multiple actors in service exchange, enabled and constrained by institutions and institutional arrangements. Empirically, we draw on a qualitative study of the digitalisation of the Swedish music market that consists of fifty-two interviews with various actors. The findings suggest that digitalisation has influenced service engagement and consequently value creation and determination for various actors, and especially for consumers and producers. This paper contributes by integrating SDL and the service ecosystem perspective into music business research in a novel way to promote a deeper understanding of value, value determination, and value co-creation. This paper also contributes to SDL by suggesting that both value-in-exchange and value-in-use are important aspects of value determination and value co-creation.

Digital Technologies and Music Digitisation: Challenges and Opportunities for the Nepalese Music Industry

This paper investigates the current legitimate digital music business trends and models created by the innovation of new digital technologies and examines their pertinence in the Nepalese music industry. Further, it scrutinises neighbouring music markets and juxtaposes the Nepalese music market against their current market trends. Based on eight in-depth semi-structured interviews with executives and stakeholders of different major, medium and independent Nepalese record labels, the paper examines two questions: what is preventing Nepalese recorded music from being found digitally and accessible legally; and what are the opportunities, gaps and requirements that confront the search for a commercially viable route for the optimal digital music business model to make Nepalese music digitally and legally accessible, both locally and globally?

The Politics of Rammstein’s Sound

Germany’s premier rock music export Rammstein has been controversial since its formation in 1994. This article analyzes Rammstein’s sonic signature from the perspective of the “art of record production.” It decodes the politics of Rammstein’s sound, which is inextricably linked to the exaggeration of German attributes and the associations attached to them. The findings suggest that although Rammstein productions emphasize some specific German stereotypes in their sound, their overall aesthetic is international. This carefully crafted fine line between exotic otherness and conformity to pop standards has made Rammstein successful on the global pop music market for more than two decades. The production aesthetic must be understood against the background of the band’s experience of German reunification. Rammstein were founded as a means for the band members to come to terms with their new “German” identity. Initially, the band dealt with the shock of reunification and the realities of Western capitalist societies. Later the band pursued two further goals: to improve the history of their country in foreign perception and to help the Germans make peace with their nation’s past. These goals are achieved by adopting strategies of industrial music for their course, such as provocation, ambiguity, contrast, recontextualization, and humor.

Race, Latinidad, and Latin Pop

Popular music is one site where the contributions of Afro-Latinos are widely recognized. However, few Afro-Latino musicians reach the top of the Latin music charts. Several authors have argued that music like mambo or salsa, which began with strong Afro-Latino representation, “whitened” once it entered the mainstream Latin music market. This whitening involved both a shift in aesthetics and in the prevalence and popularity of white Latino artists. This chapter examines the contemporary pop phenomenon reggaetón as the latest iteration of this shift. The author pays particular attention to the rise and popularity of CNCO, the “first reggaetón boyband” that emerged from a television show called La Banda on Univision. Through an analysis of CNCO’s self-presentation, performance, and music videos, the author examines the current trend toward whitening in reggaetón that has helped facilitate the genre’s growth in Latin and global pop music.

Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community

Active and co-creative audiences are sought, used, tracked and taken for granted in the quest for strong music brands. Fan communities are co-opted to build value for brands and used to foster communication in transmedia marketing campaigns. However, when focusing on audiences and fans’ digital media activities, digital traces and numbers, important questions of motivations, expectations, experiences, morals and power structures are often overlooked. Drawing on a digital ethnographic study and an interdisciplinary perspective, we investigate a fan community of the Swedish artist Robyn, both online and offline. The article contributes to the concepts of fandom and brandom and the notion of value. It also adds to the knowledge about the perspective of fans and fans’ motivations for taking part and co-creating value in a highly commercialised and strategised music market.