Embracing the Glitch: Disrupción Records Director of Marketing Culminating Experience
This Culminating Experience Operational Project centers on the position of Director of Marketing for Berklee Valencia’s independent record label, Disrupción Records, for the 2019-2020 academic year. The following work details the label-level, imprint-level, and artist- level marketing and branding activities performed in this role. The main role of the Director of Marketing at Disrupción Records is to manage all of the marketing efforts within the label, including the branding and marketing of the label itself, as well as supporting the marketing campaigns and projects of its teams and artists. This paper dives into the various facets and responsibilities of the role, as well as the evolution of the position based on the developing needs of the label and its artists. By discussing both opportunities and challenges, this paper outlines the branding and marketing activities that took place in the face of the COVID-19 pandemic. Despite a global glitch that required pivoting and innovation, the Disrupcion brand is stronger than ever, and it has set the stage for the continued success of the label in years to come.
Valencia (Spain) Campus
McCluskey, Meg. “Embracing the Glitch: Disrupción Records Director of Marketing Culminating Experience.” Master's Project, Berklee College of Music, 2020. https://remix.berklee.edu/graduate-studies-global-entertainment-business/165