Culture, Influence & Strategy: The Ascension of Digital Media in the Music Industry
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.
Valencia (Spain) Campus
Kellogg, Dannielle. “Culture, Influence & Strategy: The Ascension of Digital Media in the Music Industry.” Master's Project, Berklee College of Music, 2017. https://remix.berklee.edu/graduate-studies-global-entertainment-business/260