A conceptual marketing framework for keeping millennial audiences engaged with Music

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Author
Rundle, Gregory
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Technology has significantly altered the digital landscape in recent decades and
caused significant shifts in the music industry. For decades music was acknowledged
as a form of entertainment, now music means much more than entertainment, music is
a cultural art form with a number of growth opportunities for artists and labels alike.
However, the industry still struggles to optimise relationships with targeted
consumers. In an industry that is so fragmented, there is a lot of apprehension from
practitioners to take the digital leap and alter their marketing approach to meet the
needs and wants of the critical millennial. This consumer group is the most covert
consumer group that exists at the moment, brought up in the midst of the
revolutionary rise of online and social media. Millennials express significant
behavioural traits, which can work either for or against artists in the industry. This
study is concerned with identifying key engagement factors for millennials. The
findings presented a new marketing philosophy for the music industry. Incorporating
social media, innovation, community tribes and co-creation. These key findings were
presented in the form of a step-by-step industry appropriate framework.
Description
BA (Hons) Marketing Management
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