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Artisters identitet och image - ett varumärkesperspektiv
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Artists’ identity and image – a brand perspective The purpose of this study has been to create an understanding of how artists in the music business can be seen as brands and to see what stands out when having this approach. During the study we have focused on the two terms identity and image. We find this issue interesting and relevant since branding has been widely discussed in business economy, but not enough when it comes to artists in the music business. To answer our research question we have targeted three aims for this essay, which is to clarify and analyze:

 Identity and image when people are viewed as brands

 What specifically characterizes the image of the artists when they are seen as brands and what it might mean that artists are considered as brands

 How artists identity and image can be highlighted, shaped, influenced and how it can change

In this study we have used a qualitative approach to get the topic in depth and gain a greater understanding for the subject. The essay has been characterized by an abductive approach. The collected empirical material consisted of seven interviews with people who have good insight into the music business and/or brands. Six of these interviews were made face-to-face and one of them was implemented by email. The study has shown that it is more common today to consider artists as brands. It has also become more common to think “outside the box” when record sales are no longer the obvious source of income. It is important that artists find their unique basis that imbues everything they do to create a unified and strong brand.

Place, publisher, year, edition, pages
2012. , 80 p.
Keyword [en]
brand, identity, image, artist, music business, personal brands, authenticity, co-branding
Keyword [sv]
Varumärke, identitet, image, artister, musikbranschen, personliga varumärken, autenticitet, co-branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-16875OAI: oai:DiVA.org:lnu-16875DiVA: diva2:479440
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-01-26 Created: 2012-01-17 Last updated: 2012-01-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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