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Syns du inte så finns du inte: En vetenskaplig studie om artister som varumärken
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study has been to maintain a deeper understanding of how unestablished, professional musicians can get discovered by the music industry by communication, branding and positioning of their brand at social media.We found that fans have a greater impact on unestablished musicians than we previously thought. They have to create an identity for their brand, keep active on social media and engage their fans. Musical artists must maintain an ongoing dialogue to keep their fanbase, preferably with emotions involved. No fans equals minimum attention from the industry. Uniformity and professionalism is also important, because it evokes seriousness. In order to capture the industry's interest, unestablished musicians should be working on differentiating their brands from others.

Place, publisher, year, edition, pages
2014.
Keyword [sv]
Kommunikation, branding, positionering, oetablerade artister, varumärke, sociala medier, fans, musikbranschen, identitet, känslomässiga band, differentiering, enhetlighet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35190OAI: oai:DiVA.org:lnu-35190DiVA: diva2:725383
Educational program
Music & Event Management Programme, 180 credits
Supervisors
Examiners
Available from: 2014-06-17 Created: 2014-06-16 Last updated: 2014-06-17Bibliographically approved

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Syns du inte så finns du inte - En vetenskaplig studie om artister som varumärken(847 kB)246 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf