A study to investigate the marketing techniques of the music industry- A case-study on the One Direction brand phenomenon

Abstract

The music industry is an ever-growing industry where marketing is vital, the more imaginative and unusual the marketing idea, the more likely artists will stand out, become noticeable an achieve success (Cory, 2011). Marketing techniques must be made aware of in order to grasp the understanding and to gain success through the industry. The Marketing Mix is an essential and effective use of marketing, considering each element: Product, Price, Place, Promotion, Process, People and Physical Evidence. The purpose of this study is to critically investigate the marketing techniques used through the music industry, concentrating on the case-study of the One Direction brand phenomenon. Objectives are focused upon, looking at the marketing techniques used towards the brand by critically following each element of The Marketing Mix. A discussion is shown how well the marketing techniques are used and influenced upon, considering each age group of the research: 18-21, 22-30, 31-40, 40+. The findings and collected data of this study highlights the influence on marketing techniques through the music industry, how well they are developed and attracted to the participants, gaining the overall outcome to the success of the One Direction brand. Quantitative data collection was used through the consideration of questionnaires distributed to the participants, which was then analysed and discussed through a graph format. Qualitative data collection was then used through the in-depth interviews, which are a detailed focus on the questionnaires, asking in-depth questions on each element of The Marketing Mix. During the research of this study, a slight adjustment was made to the One Direction band itself. A band member signed from the band. This occurred when the main body of the study was written, therefore no change has been made considering this slight issue. A brief recommendation has been made in the fifth chapter of the investigation: Conclusion and Final Recommendations. Conclusions of the study draw towards the major affect and influence of promotion as a marketing technique used through the music industry. Promotion is the main influence highlighted in this study, effecting the One Direction brand phenomenon.