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INNOVATIVE MARKETING TECHNOLOGIES IN PROMOTING MUSIC PROJECTS: INTERNATIONAL EXPERIENCE ANALYSIS Kopysava A.I. (Republic of Belarus)
Kopysava Alena Igorevna - Master of Management, PUBLIC JOINT STOCK COMPANY "MUSIC UP CENTER", MINSK, REPUBLIC OF BELARUS
Abstract: the article analyzes the experience of using innovative marketing technologies to promote music projects in the international market. Approaches to media advertising, social networks, visual content, and digital sales are explored. Key factors for successful marketing campaigns are identified. The aim of the article is to demonstrate how modern marketing technologies can increase the effectiveness of promoting a music project. The results and conclusions obtained can be useful for participants in the music industry and marketers. The scientific novelty of the article lies in the use of modern marketing technologies in the promotion of music and the identification of key factors for a successful campaign.
Keywords: innovative marketing; technologies; promoting; music projects; international experience; strategies.
ИННОВАЦИОННЫЕ МАРКЕТИНГОВЫЕ ТЕХНОЛОГИИ В ПРОДВИЖЕНИИ МУЗЫКАЛЬНЫХ ПРОЕКТОВ: АНАЛИЗ ЗАРУБЕЖНОГО ОПЫТА Копысава А.И. (Республика Беларусь)
Копысова Алена Игоревна - магистр менеджмента, Публичное акционерное общество «Music Up Center», г. Минск, Республика Беларусь
Аннотация: в статье анализируется опыт использования инновационных маркетинговых технологий для продвижения музыкальных проектов на международном рынке. Исследуются подходы к медийной рекламе, социальным сетям, визуальному контенту и цифровым продажам. Определены ключевые факторы успешной маркетинговой кампании. Цель статьи — продемонстрировать, как современные маркетинговые технологии могут повысить эффективность продвижения музыкального проекта. Полученные результаты и выводы могут быть полезны участникам музыкальной индустрии и маркетологам. Научная новизна статьи заключается в использовании современных маркетинговых технологий в продвижении музыки и выявлении ключевых факторов успешной кампании. Ключевые слова: инновационный маркетинг; технологии; продвижение; музыкальные проекты; Международный опыт; стратегии.
In today's digital age, the music industry has undergone a significant transformation, as technology has revolutionized the way music is produced, distributed, and consumed. This transformation has created new opportunities and challenges for music marketing professionals, who must find innovative ways to promote music projects and reach new audiences. In this article, we aim to explore the innovative marketing technologies that are being used to promote music projects around the world. By analyzing international experiences, we will identify the best practices and trends in music marketing and provide insights into how music professionals can successfully promote their projects in today's rapidly evolving digital landscape. The article will cover a range of topics, including social media advertising, influencer marketing, virtual and augmented reality, and blockchain technology. The findings from this analysis will be valuable for music professionals and marketers looking to stay ahead of the curve and effectively promote their music projects to a global audience.
The digital age has brought about significant changes in the music industry, with emerging technologies revolutionizing the way music is produced, distributed, and consumed. To stay ahead of the curve, music professionals must adopt innovative marketing technologies to promote their music projects effectively. This article focuses on the innovative marketing technologies that are being used to promote music projects globally [1].
One of the most widely used technologies in music marketing is social media advertising. Popular social media platforms like Facebook and Instagram allow music professionals to tailor their advertisements to specific audiences. By analyzing data on user demographics, interests, and behaviors, music professionals can target their advertisements to reach the right audience, maximize engagement, and boost the visibility of their music projects.
Another popular marketing technology is video sharing platforms like YouTube and VEVO. These platforms enable music professionals to share their music videos and audio tracks with a vast audience. By creating visually appealing and engaging video content, music professionals can create buzz around their music projects and generate online engagement, shares, and views.
In addition to social media and video sharing platforms, music professionals can also leverage digital streaming services like Spotify and SoundCloud. These platforms offer paid advertising opportunities that allow music professionals to reach a broad audience and grow their fan base. By investing in advertising on these platforms, music professionals can increase their visibility, promote their music projects, and connect with new audiences [2, 5-18].
Virtual and augmented reality technologies are increasingly being used by music professionals to create unique gaming experiences and widgets based on their music. By leveraging these technologies, music professionals can enhance their engagement with fans and create an immersive and interactive experience around their music projects.
Music professionals can also use online concert broadcasts such as Facebook Live to reach out to audiences and gain visibility for their music projects. These online broadcasts allow music professionals to maintain a presence even when they are not performing live, reaching audiences who might have missed their live performances or who are unable to travel long distances to attend their concerts [3].
Blogs and music forums are also powerful marketing tools for music professionals. By sharing information and insights about their music projects on these platforms, music professionals can connect with their audience, create buzz around their upcoming events and releases, and gain valuable feedback and insights.
Finally, music professionals can create personalized web pages with a unique visual identity and content tailored to attract and retain visitors who are interested in their music. By publishing engaging content and utilizing search engine optimization (SEO), music professionals can enhance their visibility online, build lasting relationships with their audience, and promote their music projects globally [4].
Music professionals can also leverage crowdfunding platforms to finance their music projects. By creating campaigns that offer incentives to supporters, music professionals can raise funds for specific projects like album releases or promotional events, as well as build relationships with engaged fans who may be interested in supporting their future projects.
Collaboration with influencers - popular bloggers and thought leaders - is another key marketing strategy in the music industry. Influencers can provide exposure to a large, engaged audience and optimize the acquisition of new fans. Working with popular influencers can help music professionals tap into new audiences and expand their reach, thereby helping to increase visibility and attract potential fans [5].
Advertising on music-related podcasts and radio programs is another effective way to reach new audiences and promote music projects. By creating engaging ads that resonate with the target audience, music professionals can increase exposure, enhance engagement, and promote new tracks or albums.
Information about users on social media and other platforms can be used to assess target audiences and optimize interactions with them. Using analytical tools to monitor user behavior in social media and other platforms, music professionals can better understand their fans and create marketing campaigns that resonate with them.
Contextual advertising on search engines is another powerful marketing tool for music professionals, as it can help increase the visibility of their music and attract new fans searching for music-related content [6, 1-20].
Pre-emptive marketing strategies that promote upcoming live shows or album releases can help music professionals generate buzz and create excitement among fans even before the actual event takes place. This can be accomplished through a range of tactics, such as sneak peeks, exclusive previews, and behind-the-scenes content, which help to build anticipation and excitement among fans.
In addition to promoting music on different online platforms, leveraging popular online stores like iTunes, Google Play, and Amazon Music can help reach music fans and monetize their music. By selling music and merchandise through online stores, music professionals can increase their revenues and promote their brand across a platform with a vast audience.
Last but not least, organizing music festivals and concerts can be a powerful way to promote music projects and build a fan base. By bringing together music fans from all over the world to enjoy live performances, music professionals can gain exposure to a diverse range of potential fans and increase visibility for their music projects [7, 380-395].
One of the innovative marketing technologies is the use of audio and video synthesis, such as voice and video processing, which help develop unique musical formats and video clips. These technologies enhance music projects and create an unforgettable experience for the audience.
Geotargeting and GPS location determination are essential technologies for reaching a specific audience in a given geographical region. These technologies promote concerts in a particular city or region and ensure that they reach the intended audience, helping artists and event organizers maximize their returns.
Promoting musical projects through brand partners, such as fashion brands and art galleries, has become a popular trend in the music industry. Such partnerships help to expand the audience and strengthen the position of music projects in the industry [8, 187-206].
Voice assistants like Siri, Alexa, and Google Home are significant in promoting music and music projects. These technologies offer great opportunities to reach music lovers all over the world, promoting music projects and increasing their popularity.
Blockchain technology is another technology being implemented in the music industry to improve digital sales and reward artists and performers through fair distribution of royalties.
Mobile applications are essential in promoting music projects, and some even allow fans to record and share music. This increase in interaction fosters closer relationships between performers and fans.
Artificial intelligence (AI) and machine learning (ML) are helping to predict innovative marketing technologies and create unique and personalized music products. AI and ML are crucial in navigating the vast and ever-evolving music industry [9, 33-48].
In conclusion, the use of innovative marketing technologies in promoting music projects has become a vital aspect of the music industry's survival. The incorporation of these technologies also helps to create a unique experience for music lovers, which is beneficial for both the audience and music projects' creators.
In recent years, the music industry has undergone significant changes due to advancements in technology and globalization. Artists must now compete on a global scale to succeed, and their success depends on how well they can promote their music internationally. This article examines successful case studies of international promotion in the music industry.
Case Study 1: BTS. BTS is a South Korean boy band that has taken the world by storm. They have achieved unprecedented success internationally, becoming the first Korean act to top the U.S. Billboard 200 chart. Their success can be attributed to their social media strategy, which has allowed them to connect with fans across the globe. BTS is active on platforms such as Twitter, Instagram, and TikTok, where they post behind-the-scenes content, interact with fans, and share their music. By leveraging these platforms, BTS has been able to create a strong, engaged fan base that has helped to propel them to global stardom [10, 283-301].
Case Study 2: Dua Lipa. Dua Lipa is an English singer-songwriter who has achieved international success with hits such as "New Rules" and "IDGAF". Her success can be attributed to her ability to adapt her music to different markets. For example, when promoting her music in the United States, she collaborated with American artists such as Miguel and Chris Martin. She also performed on popular American TV shows such as "The Tonight Show Starring Jimmy Fallon". By tailoring her approach to different markets, Dua Lipa has been able to gain a following beyond her native UK [11].
Case Study 3: Drake. Drake is a Canadian rapper who has achieved global success with hits such as "God's Plan" and "In My Feelings". His success can be attributed to his ability to collaborate with artists from different countries and genres. For example, he has collaborated with Latin artists such as Bad Bunny and J Balvin, which has helped him gain a following in Spanish-speaking markets. He has also collaborated with UK artists such as Skepta and Giggs, which has helped him gain a following in the UK. By collaborating with artists from different markets, Drake has been able to reach fans beyond North America.
These case studies highlight the importance of international promotion in the music industry. In order to succeed on a global scale, artists must connect with fans in different markets through social media, tailor their approach to different markets, and collaborate with artists from different countries and genres. By following these strategies, artists can achieve the same level of success as BTS, Dua Lipa, and Drake [12].
Marketing peculiarities of USA, Japan and Europe. Marketing is the main tool for companies to communicate with their potential customers, convey information about their goods and services, and persuade them to make a purchase. However, marketing approaches vary across different countries, reflecting cultural, social and economic differences. In this paper, we will explore marketing peculiarities of USA, Japan, and Europe [13].
USA, being one of the largest economies globally with a strong capitalist system, tends to focus on product differentiation and customer relationships. American marketing practices are heavily influenced by consumerism and materialism- a culture grounded by the idea that possessions equal success. Consequently, there's a strong emphasis on product branding and brand loyalty, which aims to create an emotional connection between the consumer and a particular company. American marketers are closely associated with flashy advertising and endorsements where celebrities serve as influencers to encourage purchases.
Japan, on the other hand, prioritizes harmony and balance, an ideology permeating through its culture for centuries. Japanese companies are likely to use indirect advertising and rely on personal relationships for consumer outreach. Sales campaigns in Japan focus on collective values such as teamwork, respect, and group loyalty, rather than individualism. In Japan, the majority of customers buy products because it is popular and in fashion, not because it's individualistic [14].
Europe has a history of centuries-long ethnical, social and linguistic differences, but its marketplace is undoubtedly a unique reflection of its diverse cultures. European marketing is driven by the need to satisfy a variety of consumer needs and preferences. Thus, companies in Europe strive to incorporate local customs and values into their marketing approaches. They are likely to use personal and emotional appeals to potential customers to create a strong connection through marketing campaigns. In Europe, people tend to be
environmentally aware, which serves as a marketing tool for ecologically friendly goods and customer loyalty [15].
In conclusion, marketing approaches profoundly depend on cultural, historical, and social background. Understanding these intricacies are crucial for businesses that want to market to foreign audiences. Good marketing strategies should be based on a solid understanding and rich cultural knowledge of different regions.
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