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Kommunikation und Markenmanagement in der Musikindustrie: Social Media als Erfolgsgarant oder überschätztes Wundermittel?

Kommunikation und Markenmanagement in der Musikindustrie: Social Media als Erfolgsgarant oder überschätztes Wundermittel?

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Johann Wolfgang Goethe-Universität Frankfurt am Main (Professur für Dienstleistungsmarketing, Fachbereich Wirtschaftswissenschaften), Sprache: Deutsch, Abstract: Die Musikindustrie hat durch den digitalen Wandel zur Jahrtausendwende und der damit verbundenen Musikpiraterie starke Umsatzeinbußen hinnehmen müssen. Der Kampf gegen illegales Herunterladen und innovative Geschäftsmodelle wie etwa Audio-Streaming führen zwar dazu, dass sich der Musikmarkt in einer positiven Kehrtwende befindet. Die Umsätze im digitalen Bereich konnten die Verluste der physischen Verkäufe allerdings noch nicht wettmachen. Gleichzeitig haben sich durch Social Media aber auch neuartige Kommunikationsmöglichkeiten entwickelt. Baym & Burnett sprechen sogar von einem elementaren Wandel der Musikindustrie durch die interaktive Unterstützung von Fangemeinden im Web 2.0: "[...] voluntary fan effort can be seen throughout the music industry, and speaks to the fundamental changes that global industry is experiencing as the music business increasingly shifts to digital formats." Die Tatsache, dass Musiker nach außen eine Marke darstellen, bringt eine weitere Facette in die Diskussion des Themas dieser Arbeit ein. Der frühere Warner-Bros.-Records-Manager Mark Goldstein beschreibt in diesem Zusammenhang: "We live in a world where artists are not artists, they're brands." Auch Glenn Peoples vom US-Musikmagazin Billboard sieht Social-Media-Management nicht mehr nur als Kür an, sondern als ein fundamentales strategisches Feld jeder Marketingkampagne der Musikindustrie. Er formuliert treffend: "[...] social media: You can't not do it." So haben die sozialen Medien dank Senkrechtstartern wie Lady Gaga und Justin Bieber den Ruf erlangt, Künstlern kommerziellen Erfolg zu garantieren. Dabei ist es gerade Troy Carter, früherer Manager von Lady Gaga und Wegbereiter ihres Auf


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Product Details
  • ISBN-13: 9783656723448
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Social Media als Erfolgsgarant oder überschätztes Wundermittel?
  • Width: 148 mm
  • ISBN-10: 3656723443
  • Publisher Date: 20 Aug 2014
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Weight: 113 gr


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