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

February 2013
The International Journal on Media Management 15(1):23-41

DOI:10.1080/14241277.2012.755682

Authors:

Jari Salo

University of Helsinki

Matti Mäntymäki

University of Turku

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.

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       

       

   

 

       

   

 

    

       

 

        

         

         

        

       

         

           

          

         

          

        

     

            

         

         

            

           

             



         

          

          

          





    

          

           

          

    

          

            

           

          

            

          

          

           

           

          

         

        

           

        

        

          



          

            

          

            

        

     

         

             

          

           

          

            

      

 

    

          

            

          

       

             

            

          

           

            

        

      

         

       

           

           

          

  

     

           

          

           

            

            

 

             

          

            

             

           

          

          

            

          

            

        

          

      

         

             

            

    

           

       

        

         



         

          

           

           

         

 

        



          

          

         

         

       

          

    

         

         

          

          

        

         

           

           

            

     

         

            

           

            

           

            

         



       

          

 

       

 



 



 

 





 

 

  

  

 

 

 

 

 



    

 

  

  

  

 



    



 

 

  

 

 



 

 



   



  



 







 





 

 

   

  

 

          

          

           

          

         

        

     

 

          

         

          

           

         

           

          

         

    

    

            



           

          

         



           

          

            

          

           

            

       

        

       

        

            

          

          

         

         

        

         



       

         

         

         

         

           

    

          

          

       

         

               

            

          

            

           

            

   

       

         



         

          

           

          

            

          

        

           

           

           

          

         

     

             

   

   

   

 





 



 





 





 



   



             

      

 

        

      

 

        

      

 

        



       

         

           

           

          

           

        

             

           

               

                   

          

 

          

         

         

          

          

           

           

            



                

              



           

  

        

             

           

             

          

          

            

   

    

        

         

          

           

         

           

         

            

         

          

            

         

          

       

           

           

           

           

          

            

    

         

          

         

          

           

            

           

          

           

   

            

               

           

            

             

             

           

            

               

     

       

         

    

   

  

   

  

 

  

  





 

 



   

   

  



    



   

  

 



  

 



   

  

    

 

          

      

          

         

        

             

            

   

                 

              

              

             

           

          

          

           

           

            

          

           

            



    

        

            

           

           

         

            

            

        

        

         

            

          

           

       

             

          

          

         

          

          

           

            

            

          

            

        

            

           

           

            

 

       

          

           

          

              

          

           

           

           

 

         

        

           

              

               

      

           

             

        

       

         

           

          

             

         

          

           

           

           

 

          

           

         

            

          

          

          

          

            

          

 

    

            

              

           

             

             

         

           

            

              

              

           

              



           

           

         

             

            

            

       

       

         

           

         

        

            

            

            

           

             

          

          

        

           

           

             

       

         

           

           

           

          

               

      

            

           

         

          

       

            

           

  

              

            

         

         

          

           

         

           

          

            

           

   



            

         

         

         

           

          

    

         

  

 

        

        

 

         

  

       



 

       

      

     

   

      



        



  





 

      

          

           

        

          

         

           

           

         

         

          

           

            

            

            



           

            

          

       

           





   



     

     

     

     

     

       

 

 

 



    

     

 

        

   



    

   

        

        

        

  

      

       

          

           

         

    

        

           

         

 



          

          

          

    

            

          



            



 

            

     

     



   



           

         

     

              

        



           

         



        

       

            

      

           

   

              

       

    

             

          

     

          

        

              

        

 

            

           

   

       

      

     

        



           

          

 

      

       

         



      

 

           

       



          

 

            

      



          

          

         

      

             

     

              

         

 

         

  

            



A ascensão e decadência do consumo de lives musicais durante a pandemia: uma análise sob o prisma da teoria da prática

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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.

The rise and fall of live online music event consumption during the pandemic: an analysis from the perspective of practice theory

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Full-text available

Jun 2022

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.

Predicting factors influencing intention to donate for super Typhoon Odette victims: A structural equation model forest classifier approach

Article

Sep 2022

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.

@Newmusic #Soundart: Contemporary Music in the Age of Social Media

Article

Jul 2022
Contemp Music Rev

Instagram and the museum experience: theorising the connection through aesthetics, space and sharing

Article

May 2022

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.

COMPARATIVE SOCIAL MEDIA ANALYSIS OF THE ARTGALLERIES IN TURKEY

Article

Apr 2022

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.

Separating the art from the artist: The role of narratives on music enjoyment and appreciation

Article

Jun 2022
Psychol Music

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.

Influence of social media on the uptake of emerging musicians and entertainment events

Article

Jan 2023
Inform Dev

The purpose of this study is to examine how emerging musicians use social media to achieve exposure of their music and entertainment events. The Parasocial Engagement Model and the multiple case research design guided the study. A sample of 20 emerging musicians was selected from Ibadan and Lagos in Nigeria through snowballing. An initial questionnaire schedule was used to collect data about the respondents’ backgrounds while an interview guide was used to collect data about the role and use of social media. Contact between the researcher and the musicians was created using video call approaches. The musicians are motivated to use social media to express themselves, connect with other musicians, and expand their audiences. Social media platforms allow audiences to be more expressive because they do not involve face-to-face interactions, but rather the disclosure and organization of information. Viral social media challenges, remaking of popular and trending songs, and other video contents related to various fields of interest are ways emerging musicians use social media to form impressions and reduce ambiguity about their personalities. Collaboration with social media influencer accounts and social media magazines has also been identified as a social media usage strategy.

DEVELOPMENT, DESIGN AND ACCEPTABILITY OF PROPOSED BUSINESS APPLICATION FOR MUSIC ARTIST IN ONE ASEAN COUNTRY

Article

Full-text available

Sep 2020

Randy Joy Magno Ventayen

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.

PERAKENDE SEKTÖRÜNDE SOSYAL MEDYA PAZARLAMASI: FAYDALARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR ÇERÇEVE SOCIAL MEDIA MARKETING IN THE RETAIL INDUSTRY: A CONCEPTUAL FRAMEWORK ON BENEFITS, CHALLENGES AND STRATEGIES

Article

Full-text available

Sep 2022

Yasemin Gedik

İnternetin yaygın olarak kullanılması ve kullanıcılarının sosyal ağlara ilgisi, işletmelerin pazarlama yaklaşımlarını, geleneksel yöntemlerden çevrimiçi yöntemlere doğru yöneltmiş ve sosyal medya pazarlamasının doğmasına neden olmuştur. Sosyal medya, içeriğe katkıda bulunmaya, içeriği paylaşmaya ve iki yönlü iletişime imkân sağlayarak, müşterileri pasif izleyicilerden aktif katılımcılara dönüştürmüş ve müşterilerin ürün/hizmetleri arama, seçme ve satın alma davranışlarında büyük değişimler yaratmıştır. Sosyal medya pazarlaması, Facebook, Instagram, LinkedIn vb. sosyal medya siteleri aracılığıyla işletmelerin yaptığı tüm pazarlama faaliyetlerine odaklanmaktadır ve işletmelere marka bağlılığı, marka bilinirliği, satışları arttırma ve en uygun maliyetle daha fazla müşteriye ulaşma gibi birçok fayda sağlamaktadır. Bu çalışma, sosyal medya pazarlamayla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, perakende sektöründe sosyal medya pazarlamasının avantajlarını, zorluklarını ve stratejilerini inceleyerek ilgili pazarlama kararlarını alırken işletme yöneticilerine ve pazarlama uzmanlarına yardımcı olmayı amaçlamaktadır. The widespread use of the Internet and the interest of its users in social networks have led the marketing approaches of businesses from traditional methods to online methods and led to the emergence of social media marketing. Social media has transformed customers from passive viewers to active participants by enabling content sharing, content sharing and two-way communication, and has created great changes in customers' search, selection and purchase behaviors for products/services. Social media marketing focuses on all the marketing activities that businesses do through social media sites such as Facebook, Instagram, LinkedIn, and provides businesses with many benefits such as brand loyalty, brand awareness, increasing sales and reaching more customers at the most affordable cost. This study focuses on creating a broad conceptual framework for social media marketing. In addition, the study aims to assist business managers and marketing professionals in making relevant marketing decisions by examining the advantages, challenges and strategies of social media marketing in the retail industry

Web 2.0: Conceptual Foundations and Marketing Issues

Article

Full-text available

Mar 2008

This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.

The Evolution of Business Models and Marketing Strategies in the Music Industry

Article

Full-text available

Sep 2004

This article provides a strategic analysis using a services marketing framework of 3 business models in the music industry: the traditional music industry; renegade peer-to-peer music file trading; and new, legiti-mate online downloading services. Key recommendations are made on how new, legitimate services can suc-ceed using convergent marketing strategies. Finally, a conclusion is provided addressing the future of the music industry and other media-related industries. Since 1999, the Internet has drastically altered the pro-duction, distribution, and consumption of music (Molteni & Ordanini, 2003). Digital music distribution via unauthorized consumer peer-to-peer (P2P) file trad-ing has become one of the most popular Internet activi-ties throughout the world via the renegade pioneer Napster and now current unauthorized organizations such as the popular Kazaa. The term unauthorized refers to the fact that the music currently traded on P2P net-works is not licensed by record labels and copyright holders, and under the law throughout the world, is ille-gal. (An explanation of this issue can be found at http:// www.whatsthedownload.com/whats_the_controversy/faq/ index.aspx#5.) After 4 years of users being spoiled with access to unau-thorized free music, file trading behavior has become part of global culture (Cohn & Vaccaro, 2002; Ewing & Green, 2003; Freedman, 2003; Hughes & Lang, 2003). As of June 2003, "The number of infringing music files at any one time on peer-to-peer services is now estimated at 1 bil-lion, compared to 500 million in June 2002" (IFPI, 2003). From 1999 to 2002, annual global music sales declined by about $2 billion, which was attributed to unauthorized online P2P file trading, offline piracy (e.g., production and sales of counterfeit CDs), a poor economy, and shifts in purchase priorities of young consumers from music to DVDs and video games (Strauss, 2003). Darwin's survival of the fittest and Levitt's marketing myopia indicate the power of new technologies to disrupt existing business models to adapt or become obsolete. Two major factors have contributed to this imperative: technology and con-sumer dissatisfaction with the traditional business model (Freedman, 2003).

Real profits from virtual communities

Article

Jan 1995

The effect of social networking websites on positive self-views: An experimental investigation

Article

Sep 2012
COMPUT HUM BEHAV

Millions of people use social networking sites (SNSs), but it is unclear how these sites shape personality traits and identity. In Experiment 1, college students were randomly assigned to either edit their MySpace page or complete a control task online (interacting with Google Maps). Those who focused on their MySpace page scored significantly higher on the Narcissistic Personality Inventory (NPI) than a control group. In Experiment 2, those who focused on their Facebook page scored significantly higher in general self-esteem, but not narcissism, than a control group. Thus, spending time on SNSs profiles causes young people to endorse more positive self-views, although the specific form this takes depends on the site. Consistent with previous research, narcissism was associated with a larger number of SNSs “friends” in both experiments.

How companies cultivate relationships with publics on social network sites: Evidence from China and the United States

Article

Jan 2011
Fuel Energ Abstr

This study advances our understanding of relationship cultivation on social media from a cross-cultural perspective. We examined how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. We employed a content analysis of 50 corporate pages with 500 corporate posts and 500 user posts from each country. Overall, companies in both countries have recognized the importance of SNSs in relationship development and employed the appropriate online strategies (disclosure, information dissemination, and interactivity and involvement), but the specific tactics vary across the two markets. Furthermore, cultural differences among the types of corporate posts and public posts on SNSs indicate that culture plays a significant role in shaping the dialogue between organizations and publics in different countries. Implications for corporate relationship management practice in the global market in the digital era are discussed.

A socio-technical approach to knowledge contribution behavior: An empirical investigation of social networking sites users

Article

Apr 2012
INT J INFORM MANAGE

Online social networking has received increasing attention as a new phenomenon among online users. As Internet users utilize online social networking websites as a useful communication tool to maintain their social networks, this study explorers online social networking websites users’ knowledge sharing in particular. This study investigated the factors which influence knowledge contribution behaviors of social networking website users by sharing through user created contents with one another. By employing a socio-technical approach, this study discussed the roles of social system factors such as ethical culture, social tie, and a sense of belonging in online social network. Additionally, this study examined technical systems factors such as structural assurance of service providers and structural assurance of the Internet. The survey method was utilized in order to empirically test the research model. The research findings and contributions are discussed as well.

Bye-Bye Bundles: The Unbundling of Music in Digital Channels

Article

May 2010
J MARKETING

Anita Elberse

Fueled by digital distribution, unbundling is prevalent in many information and entertainment industries. What is the effect of this unbundling on sales, and what bundle characteristics drive this effect? The author empirically examines these questions in the context of the music industry, using data on weekly digital-track, digital-album, and physical-album sales from January 2005 to April 2007 for all titles released by a sample of more than 200 artists. The modeling framework, a system of an "album-sales" and a "song-sales" equation estimated with the seemingly unrelated regression method, explicitly accounts for the interaction between sales for the bundle and its components. The findings reveal that revenues decrease significantly as digital downloading becomes more prevalent, but the number of items included in a bundle (a measure of its "objective" value) is not a significant moderator of this effect. Instead, bundles with items that are more equal in their appeal and bundles offered by producers with a strong reputation suffer less from the negative impact of the shift to mixed bundling in online channels.

Using focus groups as consumer research tool

Article

Aug 1999
J Market Pract Appl Market Sci

K. Denise Threlfall

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.

A Mathematical Theory of Communication

Article

Jul 1948

Claude Elwood Shannon

Bell System Technical Journal, also pp. 623-656 (October)

Intentional Social Action in Virtual Communities

Article

Mar 2002
J INTERACT MARK

There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, we explicate the concept of “we-intentions”, and use the Model of Goal-Directed Behavior to explain members' we-intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants (N = 157) finds that we-intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). Implications for marketing and future research opportunities are discussed. © 2002 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.

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

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