Culture, Influence & Strategy: The Ascension of Digital Media in the Music Industry

Culture, Influence & Strategy: The Ascension of Digital Media in the Music Industry

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Download Research Paper (.pdf) (402 KB)

Download Reflection Paper (.pdf) (94 KB)

Abstract

This study is centered on the concept of utilizing influence and the importance of cultural relevancy and strategy, detailing how social media has shifted the roles of who establishes the tastemakers. The research garnered supports the argument that the future of branding and marketing in today’s society of oversaturation, should indeed be inclusive of embracing cultural implications and the strength of online influence. Consequently, the way in which the industry positions artists, brands and campaigns needs to continue to evolve beyond traditional methods, allowing for firms to be proactive in their strategies versus reactive.

Publication Date

7-1-2017

Campus

Valencia (Spain) Campus

Comments

Project Components: one research paper, one reflection paper.

Culture, Influence & Strategy: The Ascension of Digital Media in the Music Industry

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