A conceptual marketing framework for keeping millennial audiences engaged with Music

Abstract

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.