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The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations

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Abstract

This research addresses the question of why consumers use social media especially in relation to music consumption and how music industry companies could improve their social media efforts by matching company strategies with consumer motives. Four case studies and four focus groups with 28 participants were conducted. As a result, this study found five motives for social media participation: (1) access to content, (2) sense of affinity, (3) participation, (4) interaction, and (5) social identity, in decreasing order of effect. For managers this study set out a detailed social media strategy that corresponds with components of consumer motives for participation at decreasing levels of effect.
       
       
   
 
       
   
 
    
       
 
        
         
         
        
       
         
           
          
         
          
        
     
            
         
         
            
           
             

         
          
          
          


    
          
           
          
    
          
            
           
          
            
          
          
           
           
          
         
        
           
        
        
          

          
            
          
            
        
     
         
             
          
           
          
            
      
 
    
          
            
          

       
             
            
          
           
            
        
      
         
       
           
           
          
  
     
           
          
           
            
            
 
             
          
            
             
           
          
          
            
          
            
        
          
      
         
             
            

    
           
       
        
         

         
          
           
           
         
 
        

          
          
         
         
       
          
    
         
         
          
          
        
         
           
           
            
     
         
            
           
            
           
            
         


       
          
 
       
 

 

 
 


 
 
  
  
 
 
 
 
 

    
 
  
  
  
 

    

 
 
  
 
 

 
 

   

  

 



 


 
 
   
  
 
          
          
           
          
         
        
     
 
          
         
          
           
         
           
          
         
    

    
            

           
          
         

           
          
            
          
           
            
       
        
       
        
            
          
          
         
         
        
         


       
         
         
         
         
           
    
          
          
       
         
               
            
          
            
           
            
   
       
         

         
          
           
          
            
          
        
           
           
           
          
         
     
             
   

   
   
 


 

 


 


 

   

          
      
 
      
      
 
      
      
 
      


       
         
           
           
          
           
        
             
           
               
                   
          
 
          
         
         
          
          
           
           
            

                
              

           
  
        
             
           
             
          
          
            
   

    
        
         
          
           
         
           
         
            
         
          
            
         
          
       
           
           
           
           
          
            
    
         
          
         
          
           
            
           
          
           
   
           
               
           
            
             
             
           
            
               
     

       
         
    
   
  
   
  
 
  
  


 
 

   
   
  

    

   
  
 

  
 

   
  
    
 
          
      
          
         
        
             
            
   
                 
              
              
             
           
          
          
           
           
            
          
           
            


    
        
            
           
           
         
            
            
        
        
         
            
          
           
       
             
          
          
         
          
          
           
            
            
          
            
        
            
           
           
            
 

       
          
           
          
              
          
           
           
           
 
         
        
           
              
               
      
           
             
        
       
         
           
          
             
         
          
           
           
           
 
          
           
         
            
          
          
          
          
            
          
 

    
            
              
           
             
             
         
           
            
              
              
           
              

           
           
         
             
            
            
       
       
         
           
         
        
            
            
            
           
             
          
          
        
           
           
             

       
         
           
           
           
          
               
      
            
           
         
          
       
            
           
  
              
            
         
         
          
           
         
           
          
            
           
   

            
         
         
         
           
          

    
         
  
 
        
        
 
         
  
       

 
       
      
     
   
      

        

  


 
      
          
           
        
          
         
           
           
         
         
          
           
            
            
            

           
            
          

       
           


   

     
     
     
     
     
       
 
 
 

    
     
 
        
   

    
   
        
        
        
  
      
       
          
           
         
    
        
           
         
 

          
          
          

    
            
          

            

 
            
     
     

   

           
         
     
              
        

           
         

        
       
            
      
           
   
              
       
    
             
          
     
          
        
              
        
 
            
           
   

       
      
     
        

           
          
 
      
       
         

      
 
           
       

          
 
            
      

         
          
         
      
            
     
              
         
 
         
  
            



... onal entre membros, reforçando sua identidade social, aumentando o escopo e a abrangência geográfica desse grupo, no qual interações são moldadas (e moldam) por significados, percepções, atitudes, comportamentos e experiências com a marca, constantemente negociados dentro de um espaço cultural e conceitual (Obiegbu, Larsen, Ellis, & O'Reilly, 2018;J. Salo, Lankinen & Mäntymäki, 2013). ...
... A ascensão e decadência do consumo de lives musicais durante a pandemia: uma análise sob o prisma da teoria da prática A live também é um lazer que incentiva interações sociais, seja virtual ou pessoalmente (Obiegbu et al., 2018;Sá & Bittencourt, 2014;J. Salo et al., 2013). A live aproxima pessoas, que compartilham o momento com amigos que estão longe, comentando sobre a live, mandando trechos, pedaços de música e memes, acompanhando e interagindo por meio das redes sociais, que é uma facilitadora de toda a experiência coletiva proporcionada pela prática de assistir a lives musicais (Ficanha et al., 2020; ...
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Resumo O fenômeno de assistir lives musicais popularizou-se durante a pandemia do COVID-19, enquanto um ato de lazer dentro de casa. Durante três meses elas pertenceram à rotina de brasileiros e estrangeiros, para então perder audiência de forma exponencial. Essa trajetória é o objeto de pesquisa desse trabalho, estudada sob o prisma da teoria da prática, o qual buscou entender os elementos formadores dessa prática de consumo, sua sincronia com outras práticas do cotidiano, bem como fenômenos externos que atuam na consolidação (ou não) de uma prática. Para tal, foram coletadas entrevistas em profundidade com 24 praticantes, sendo os resultados analisados por meio de uma análise temática. Os achados dão pistas sobre os motivos pelos quais a prática decaiu, com destaque para a sobreposição de práticas pertencentes à rotina criada no isolamento social pelos praticantes, e redução da originalidade (entendimento) inicial de lives mais intimistas, que se perdem em meio à busca por inovações na prática. Possíveis desdobramentos sobre o futuro das lives pós pandemia, contribuições teóricas e gerenciais também são discutidos.
... ial identity, increasing the possible scope and geographical reach of the online live music event, where interactions both shape and are shaped by the meanings, perceptions, attitudes, behaviors, and experiences with the artist or brand, and continuously re-negotiated within a cultural and conceptual space (Obiegbu, Larsen, Ellis, & O'Reilly, 2018;J. Salo, Lankinen & Mäntymäki, 2013). ...
... The rise and fall of live online music event consumption during the pandemic: an analysis from the perspective of practice theory The online live music event is a type of leisure that encourages social interaction, whether virtual or in-person (Obiegbu et al., 2018;Sá & Bittencourt, 2014;J. Salo et al., 2013). the live events shared interactively with distant friends, bring people together online to comment, share video clips, memes, and pieces of music, watching and interacting through social networks, a facilitator of the practice and the collective experience of watching online live music events (Ficanha et al., 2020;Lupinacci, 2021;Teodo ...
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The phenomenon of watching live online music events became popular during the COVID-19 pandemic as a leisure activity practiced at home while social distancing. For 3 months, they were part of the routine of Brazilians and foreigners, before exponentially losing their audience. This trajectory is the object of research for this paper, studied under the prism of practice theory to understand the elements that form this consumption practice, its synchrony with other everyday practices, and external phenomena that act in the consolidation (or not) of a practice. In-depth interviews were conducted with 24 practitioners, and the results were analyzed through a thematic analysis. The findings provide clues as to why the practice declined, emphasizing the overlapping of practices belonging to the routine created during social distancing and the reduction of the initial originality (understanding) of more intimate lives that get lost in the search for innovations in practice. Possible developments in the future of post-pandemic live events and theoretical and managerial contributions are also discussed.
... Following the study of Armitage and Conner [55]; they explained how the available resources initiate a person's ability to act. In addition, Salo et al. [56] explained that a person's acceptance of a subject matter influences their predisposition. This supports why there is a positive attitude to help due to how people perceived the severity and vulnerability of the affected area. ...
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Super Typhoon Odette has been reported as one of the world's most devastating natural disasters in 2021. It caused massive damages and casualties in 10 out of 17 regions in the Philippines. Despite the available platforms for donation, a massive amount is still needed to help mitigate the aftermath of the typhoon. This study aimed to predict factors influencing intention to donate to Super Typhoon Odette victims that happened during the holiday season in 2021 by integrating protection motivation theory and extending the theory of planned behavior. An online self-administered survey was administered and 1031 respondents voluntarily participated. Structural Equation Modeling (SEM) and Random Forest Classifier (RFC) showed that understanding Typhoon Odette, perceived severity, and perceived vulnerability led to a very high intention to donate to Typhoon Odette victims. It was seen that when people understand how severe the natural disaster is and how vulnerable the affected area is, they would have a high intention to help through donations. This is the first study that evaluated the intention to donate to typhoon victims that happened during the 2021 holiday season. The results of this study could be utilized to promote different platforms to collect more donations for the victims of the Typhoon Odette in the Philippines. Finally, this study's new use of SEM and RFC can evaluate the intention to donate to massive natural disaster aftermath worldwide.
... There are a number of studies on new media and popular music taking into account very different perspectives. One of the main topics is the changes in the popular music industry brought about by the shift to digital formats, multimedia practices, and new technologies, with a focus on aspects such as consumption behaviours (Salo, Lankinen, and Mäntymaki 2013), sales (Dewan and Ramaprasad 2014;Szymkowiak, Kubala, and Antoniak 2020), and engagement with fans (Oh and Choeh 2022). Popular music artists use social media to promote their brand and to create a cohesive fan base (Baym 2012;Edlom and Karlsson 2021). ...
... In the case of expressions of affinity for the artist these are para-social acts or forms of bonding. In the literature review, it was identified how Instagram in the music industry was used to imagine para-social relationships between fans and the musical artist (Salo, Lankinen, and Mäntymäki 2013;Morris 2014). Para-sociality in a social media context signifies the existence of an illusory or imagined relationship between two people (Horton and Wohl 1956;Usher 2018). ...
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Many museum or art gallery visitors record their experience through social media platforms. Instagram is a case in point. Instagram is an application for mobile devices where people post images and comments, sharing their experiences in different places, with different people. This paper shares data from a project exploring people’s art gallery visitations and how they engage with Instagram in such spaces. The research aimed to answer the following research questions: What are the current practices of art gallery visitors using Instagram? and why do visitors use Instagram to experience the art gallery? Findings showed people use Instagram in art galleries for a range of reasons and these include to extend and evolve their aesthetic experience, to share their experience, and to mediate gallery space. The significance of these findings may influence decisions made by gallery curators to enhance visitor experience as well as people’s expressive response to artworks.
... While the marketing objectives of the business are decisive, it is the demographic and psychographic characteristics of the 337 consumers that determine the quality of the content and the stage of the consumer's purchasing decision. People's use of social media is motivated by individual and psychological needs (Salo, Lankinen, & Mantymaki, 2013). The needs of consumers can change according to generations, and this can also affect social media preferences. ...
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Art marketing aims to sell art works and create areas of artistic experience offering value to the people. As a part of the art industry, art galleries also use social media for this purpose in their marketing efforts. In this respect, social media for art galleries is a digital platform that bridges the gap between artists, collectors and those interested in buying or in viewing art. In this respect, it is a research topic how art galleries can use this platform effectively. Within this research framework, the aim of this study is to investigate whether the number of followers on social media of art galleries operating in the Turkish art industry is affected by the regular content sharing of the galleries and the topics of these contents. For this purpose, the number of contents shared by art galleries in social media and their subjects were examined comparatively between the pandemic process and the pre-pandemic period through descriptive statistic method. Since Istanbul is the center of art in Turkey, the sample of the research was chosen as the galleries in Istanbul. A descriptive statistical method was used to compare art galleries between May 2018 and May 2020, when the Covid 19 Pandemic led to a rapid digital transformation. The findings show that the use of social media by art galleries varies according to the age groups of the artists they work with; content production that can meet expectations is necessary rather than content distribution frequency in art galleries which work with older artists.
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This study tests the effect to which narratives influence the enjoyment and appreciation of popular music. Two experiments tested how narratives about artists influenced listener perception of their songs. Experiment 1 found that narratives about artists influence how their music is appreciated and enjoyed. Experiment 2 found that this influence was due to narratives increasing how much listeners like the artist and desire to see them succeed. The increase in enjoyment and appreciation was stronger for songs that were not as well-liked to begin with. The results suggest that narratives about creators may influence the perception of their work.
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The Unsigned artists in the Philippines are looking forward to a possible portal where they can showcase their talents. A portal that can be called a source of income for an artist without a label or contract with music industries. The objective of this study is to develop and design a proposed portal for the unsigned artist based on the preferred feature and sentiment of the unsigned artist. The functionality of the system was analyzed and design using different UML diagrams in order to determine the prototype of the system. The result of the study shows that the features of the portal which include uploading the metadata of the Artist, MP3 file, cover, and other information are usable based on the experts and users perspective. Functionalities after uploading the music, includes the function of the site administrator where the uploaded music can be approved that includes the content before distributing them to the major stores. A royalty payout will be given to the artist, and a small amount will proceed to the sustainability of the portal. The features of the portal that was identified helped the unsigned artist to distribute music online and earn a royalty. It is recommended that the system should be continuously improve based on the specification needed by the unsigned artist.
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Focus groups are an effective strategy in consumer research if conducted properly. Too often the meaning and origin of focus groups have been distorted by marketing and consumer researchers and the validity of retrieved data is questioned. By looking at the definition and evolution of focus groups, definitive advantages and disadvantages of the method emerge. Focus groups provide the collective insight of group dynamics while preserving individual preferences. If focus groups are contrived using true qualitative characteristics, this method may yield the strongest data for use by consumer and marketing researchers in truly identifying with customers today.
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