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Det blir vad du gör det till: En studie om relationer mellan musikbolag och fans
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna uppsats är att undersöka och analysera hur relationer ser ut mellan musikbolag och fans och hur de olika parterna upplever dem. För att uppfylla detta syfte har vi formulerat två forskningsfrågor:

  • Vad kan fans uppfatta som värdeskapande i en relation med musikbolagen och vilka effekter kan detta få på relationen?
  • Vad karaktäriserar musikbolagens arbete för att skapa och utveckla relationen mellan artist och fans?

Uppsatsen är ett resultat av en kvalitativ metod med en induktiv ansats. Vi har genomfört semi-strukturerade intervjuer via telefon, Skype samt chattmeddelanden för att få en djup empiri från relevanta personer inom musikbranschen samt fans.

Uppsatsens resultat visar att musikbolagens arbete med att skapa och utveckla relationer till stor del bygger på att identifiera vilka sociala plattformar som olika målgrupper befinner sig på. Utifrån detta skapas strategier för att kommunicera med fans och därmed kan relationer med dessa skapas och utvecklas och värdeskapande processer kan erbjudas till fansen.

Vad fans uppfattar som värdeskapande är bland annat erbjudanden om tävlingar och förmåner så som förköp av konsertbiljetter. Fansen vill även känna sig uppskattade, sedda och behövda av musikbolagen. Om dessa värdeerbjudanden skulle upphöra att existera kan relationen med musikbolagen påverkas negativt, vissa fans menar även att uppror gentemot artisten kan uppstå. 

Abstract [en]

The purpose of this paper is to investigate and analyze the characteristics of relationships between music companies and fans and how these parties experience the relationships. To fulfill the purpose we have based the paper on the following questions:

  • What does fans appreciate as value creation in the relationship with music companies and what effects does this have on the relationship?
  • What characterize the work of the music companies regarding the creation and the development of relationships between artists and fans?

The paper is a result of a qualitative method with an inductive approach. We have conducted semi-structured interviews over the phone, Skype and chat messages to get a deep empirical data from relevant people in the music industry and from fans.

The result of the paper shows that the work of the music companies regarding the creation and development of relationships emphasizes an identification of the social platforms where different target groups are active. Based on this the companies can create different strategies to communicate with the fans and the relationships can thus be created and developed, and the music companies can offer the fans different value propositions.

We have also identified what the fans perceive as value creating and this is for example different competitions and benefits like presale of concert tickets. The fans also want to feel appreciated, seen and needed by the music companies. If these value propositions would cease to exist, the relationship between the music companies and the fans may be negatively affected; some fans even proclaim that a revolt against the artists may occur.  

Place, publisher, year, edition, pages
2015. , 73 p.
Keyword [en]
Music industry, fans, relations, value creation, brand
Keyword [sv]
Musikindustri, fans, relationer, värdeskapande, varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-39535OAI: oai:DiVA.org:lnu-39535DiVA: diva2:784283
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Supervisors
Examiners
Available from: 2015-02-10 Created: 2015-01-28 Last updated: 2015-02-10Bibliographically approved

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