The Impact of Using Social Media on the Efficiency of Digital Marketing Strategy for Label Recordings Case study: Loose Club
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Date
2019-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes Commerciales
Abstract
Music industry has changed radically through time, everybody today can record music
themselves at home easily using amazing and inexpensive Software, and musicians now share
their work through social media. Twenty years ago, to hear new songs, fans had to hear it on
the radio. Or, they buy an album based on the performer, a popular album is sold for 19$, but
now music is sold on the internet for an average price of 1.99$ instead of an entire album,
everything is digital, the music industry is almost entirely online. Yesterday’s Walkman is
replaced by today’s iPhone.
New music is always accessible today. Streaming apps recommend songs based on the
subscriber’s prior listening experience and social media become search engines and sources for
music, the Music Industry Focuses more and more about the Digital Image, Number of
Facebook likes, YouTube Subscribers, Instagram, twitter and Spotify Followers, and this is the
main role of Digital marketing, getting as much Fan as it can from the whole universe to sell
the music it shares, and be closer to listeners.
This Master’s dissertation is divided into three chapters that speak mainly about the concept of
digital marketing in the first one, Social media in the second one and the last chapter deals with
the impact of social media on the efficiency of the digital marketing strategy for recording labels
at the Italian company Loose Club.
Description
Keywords
Social networks, Social media, Digital marketing, Web, Tools, Target, Brand, Efficiency, Reputation, Indicators, Listeners, Recording labels, EDM, Music industry