On this page, you can find the Culminating Experience (CE) Projects for all graduate students from the Berklee College of Music master’s program Global Entertainment and Music Business (GEMB) from 2015 – present. Click on any title for more information and access to the full paper and other deliverables (if available).
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Business Proposal - Dream Note Records
Snehal Shikhare
2023This business plan presents the proposal for Dream Note Records, an independent record label based in Mumbai, India. Our primary goal at Dream Note is to support and promote exceptional Indian independent artists who possess genuine artistic vision and authenticity. In a music market largely dominated by mainstream genres like Bollywood or film music, we are dedicated to providing a unique musical experience by showcasing a diverse roster of exceptional artists who push beyond the boundaries of these popular genres. Our aim is to nurture their growth and success, recognising and capitalising on the significant untapped potential of Indian artists.
This comprehensive business plan provides a macro-level overview of the music industry in India, including market size, current trends, and potential growth opportunities. It also offers a micro-level overview of how we plan to foster artist-label and artist-fan relationships, redefining the modern-day role of music labels. Additionally, we outline our strategy to achieve Product-Market Fit in the current business environment of the Indian market. The deliverables include a website prototype, company identity & core strategies, in-depth market analysis, survey of independent musicians and revenue projections, which will provide prospective investors with a clear understanding of the business intricacies.
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INOCON 2023
Deborah Sosnowski
2023INOCON stands for Innovative Nomad Music & Technology Conference. It is a free music conference focusing on innovation and its impact on the music industry. As part of the INOCONcert, Berklee students had the opportunity to showcase their talent.
In 2020, the first INOCON was conducted by a group of GEMB and MPTI students. Their vision was to create the first Berklee online conference that gathered music business talks and live streamed performances. The two objectives were to produce a high-quality virtual experience that provides practical, forward-thinking knowledge and opportunities for artists to grow their careers; and to give these artists a platform to showcase innovative solutions in the music industry and performances.
After four years of INOCON solely being present in the virtual world, this year for the first time INOCON was in-person. In that spirit, we aimed to create a community fuelled by our passion for music that goes beyond listening to speakers on stage. We believe in the power of collaboration and interaction. That is why this year, we presented student run panels to inspire others and have the chance to share something you feel deeply excited about. In addition, based on the students’ feedback we acquired music professionals on board to share their stories on topics such as venue management, the future of labels and artists in the metaverse.
INOCON 2023 took place at the CCCC (Centre del Carme Cultura Contemporània) in Valencia on April 29th, 2023. The conference featured a mix of panel discussions, masterclasses, showcases, and workshops... But what is a music conference without music? For the grand finale, students showcased their wide range of talents. Just as diverse and multicultural as our community is, so was this concert. Timeless, non-genre specific and overall epic.
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Disrupción Records Operational Culminating Experience
Isabela Spira
2023This project is a description of the operational roles of Berklee’s student run record label Disrupción Records in which I was part of the executive board. My contribution to this paper was as Head of Distribution, Production and New Businesses, taking main responsibilities on releases, metadata computation, algorithmic optimization and general maintenance of catalog. I took this role with the goal of learning how to make the most out of releases and have a general better understanding of the digital aspect of the music industry. Also, I wanted to make the process of distribution as clear and accurate as possible for this year and the future ones. For that, I drafted guidelines for distribution, computed metadata accurately and in a timely manner, offered consultancy on how one can make the most out of their release through playlisting and by strengthening DSP profiles, all computed in guides for the next executive suite. This project allowed me to learn about release strategies as well as how to be a better team player. I have acquired practical knowledge on the distribution process and developed a greater attention to detail, which I will carry along my professional career.
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Jam On: An Analysis of the Market Potential for Jam Bands in Europe
Adam Stein
2023This project analyzes the market potential for jam bands in Europe. This topic is explored through interviews with artist managers and venue owners as well as data analytics, this paper will explore the major European markets for jam bands. Looking at concerts and touring habits, streaming data, Google Trends reports, and the testimony of people working in this scene, the results conclude that there is a vibrant market for jam band music in Europe. This market is notably smaller than the market in the USA and would be considered a small, niche genre of music in both markets. That being said, there are many issues that exist with up-and-coming artists in this scene trying to break into the European market, and this market is mostly controlled by the major players in the jam band scene.
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Business Plan
Magdalena Szuba
2023The Culminating Experience presents my business plan for Startist, driven by my deep motivation to support emerging artists in the music industry. I aim to provide them with the necessary tools and resources to succeed through comprehensive consulting services like strategy development, marketing support, PR, and referrals. This project is important to me because I believe in the potential of emerging artists and want to contribute to their success by addressing the challenges they face.
Throughout the project, I conducted extensive research and interviews with industry professionals, shaping my tailored consulting services. My deliverables include a detailed business plan, operational strategy, and marketing plans. This process has taught me valuable insights and skills, while also highlighting the challenges in the music consulting landscape.
The contribution of my project lies in bridging the knowledge gap in the Polish music industry by organizing workshops and educational programs. I seek to equip musicians with industry knowledge and skills to thrive in their careers. Additionally, by fostering international collaborations, I aim to expand the reach of Polish artists globally.
Looking ahead, I plan to establish strategic partnerships, build a strong client base, and become a prominent player in the music consulting industry. I am excited to continue supporting emerging artists, making a positive impact, and contributing to the field.
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INOCON 2023
Abby Teeuwsen
2023INOCON stands for Innovative Nomad Music & Technology Conference. It is a free music conference focusing on innovation and its impact on the music industry. As part of the INOCONcert, Berklee students had the opportunity to showcase their talent.
In 2020, the first INOCON was conducted by a group of GEMB and MPTI students. Their vision was to create the first Berklee online conference that gathered music business talks and live streamed performances. The two objectives were to produce a high-quality virtual experience that provides practical, forward-thinking knowledge and opportunities for artists to grow their careers; and to give these artists a platform to showcase innovative solutions in the music industry and performances.
After four years of INOCON solely being present in the virtual world, this year for the first time INOCON was in-person. In that spirit, we aimed to create a community fuelled by our passion for music that goes beyond listening to speakers on stage. We believe in the power of collaboration and interaction. That is why this year, we presented student run panels to inspire others and have the chance to share something you feel deeply excited about. In addition, based on the students’ feedback we acquired music professionals on board to share their stories on topics such as venue management, the future of labels and artists in the metaverse.
INOCON 2023 took place at the CCCC (Centre del Carme Cultura Contemporània) in Valencia on April 29th, 2023. The conference featured a mix of panel discussions, masterclasses, showcases, and workshops... But what is a music conference without music? For the grand finale, students showcased their wide range of talents. Just as diverse and multicultural as our community is, so was this concert. Timeless, non-genre specific and overall epic.
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САМА: a booking agency for female professionals in Russia
Uliana Tsukanova
2023Women continue to be undervalued in the global music industry, including in Russia. They face sexism, harassment, and a lack of representation in leadership positions. Female technicians are often criticized for their perceived lack of competence. To address these challenges, САМА, an inclusive booking agency exclusively for female professionals, aims to provide support and opportunities for artists and sound engineers. This pioneering project holds immense value for the Russian music industry. It not only promotes gender equality but also benefits various stakeholders, including festivals seeking diverse line-ups and labels in need of trusted live management. Additionally, it contributes to the democratization of Russian society by increasing women's representation as professionals. The agency will prioritize safety by collaborating with reliable promoters, conducting research, and employing its own security measures. Launching the agency is relatively simple, requiring only a laptop, phone, and initial investment to cover the first year's expenses. The business model involves a 20% service fee for both artists and sound engineers, making the firm more profitable as successful negotiations and shows increase. Securing funding from the Russian or foreign government or a gender equality-focused NGO will be crucial. With adequate funding, the company is projected to achieve positive net income of approximately 13,717 euros in its third year and continue growing.
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More Than Just a Festival
Dries Verbeeck
2023This research paper analyzes the growing importance of brand partnerships in the European festival landscape. Apart from this, I also research and analyze the self-implemented brand extension strategies in this industry. Brand extension strategies can be done in various ways, such as market expansion or product line augmentation. My main objective with this research is to provide a fresh perspective on how to implement these brand partnership and branding strategies for music festivals in the future.
This paper will discuss the underappreciated and misunderstood role that strong branding and strong brand partnerships play in the success of a music festival through a combination of in-depth interviews, on the ground observations, academic research, and industry trend analysis. The research will compare the markets of Spain and Portugal with those of Belgium and the Netherlands. With a particular emphasis on these markets but not limited to them, the study seeks to shed light on the trends, parallels, and differences that exist within the music festival landscape. The ultimate goal is to advance knowledge of branding and partnership strategies and the effects they have on the festival industry in a larger context.
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Disrupción Records Operational Culminating Experience
Mai Vo
2023As the Head of Marketing, Operations & Analytics at Disrupción Records, an independent record label operating within the Berklee College of Music campus in Valencia, Spain, I have had the opportunity to work in a unique structure with a new team and roster each year. My role involved overseeing branding and marketing campaigns for the label's imprints and individual artists, managing advertising budgets and campaigns, tracking analytics, conducting interviews and working on press releases, and optimizing marketing operations for the label and its imprints. I faced challenges such as artist conflict resolution, tight budgets, and flexible deadlines, but through problem-solving and collaboration, I achieved positive outcomes. This experience enhanced my skills in marketing, branding, analytics, project management, and data-driven decision-making. Additionally, I started my own imprint, Stillwaters Records, focusing on promoting Asian talent globally, conducting interviews with industry professionals and expanding my network. This reflection paper highlights my work with each imprint, social media analytics, executing live events, and the advertising strategy behind the Disrupción Showcase.
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BUSINESS PLAN
Dongliang Zhang
2023This business plan presents the details of a startup named Chapter 2 Entertainment LLP, headquartered in Madrid, Spain. Chapter 2 Entertainment LLP is an entertainment and music consulting firm dedicated to aiding Spanish performing artists, labels, and management teams in expanding their artists' fanbase into Asian markets. Our services are designed to enhance artist visibility and foster opportunities through branding collaboration, media and marketing strategies, streaming and sync services, and live performances.
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The Evolution of LATAM’s Music Streaming Market (2019 - 2021): Data & Qualitative Analysis
Jose Agüero
2022Latin America is the favored destination for new branches of global firms in the music market, particularly those involved with music streaming, as a result of the internationalization of Latin Music and the accelerated and sustained growth of the region over the last decade. The entry of global corporations as music aggregators, publishing administration services, or digital service providers reveals the attention that LATAM has drawn to itself as a result of its performance in growth rates, broadband and smartphone penetration. In 2020, the COVID-19 pandemic threatened to put an end to the region's persistent expansion, having a significant influence on sales in other music industry sectors such as live entertainment and leaving a huge amount of musicians without occupation. However, what appeared to be a threat to the region's long-term prosperity may now be the definitive catalyst towards legitimate digital consumption in a context where piracy has always been a systemic problem. The most pressing challenge in the current setting is determining how companies involved in music streaming operations may embrace the potential possibilities arising in the region as a result of this phenomena.
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Business Plan for 'Koza Müzik'
Hüseyin Altay Durak
2022Koza Müzik LLC is an environmentalist music promoter based in Istanbul. We have two annual indie-music events that are also fundraisers for supporting Turkish non-profits with emphasis on donations and planting trees but not profits. We take a data-driven approach on curating line-ups and an artist-focused approach on marketing the events to create long-lasting effects even after their performances. We promote Turkish non-profits’ efforts to the target audiences by associating them with good experiences and forming communities based on shared values. We form chains of eco-friendly partnerships and provide them online and live channels to showcase their products and services. We take an educational approach to initiate behavioral and cognitive change by organizing workshops and talks during the events. We catch trends to find and support emerging artists, providing “I was there” moments for the audiences.
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Head of A&R for Disrupción Records
Tyler Appleby
2022This culminating experience showcases the work that Tyler Appleby completed as the Head of Artists and Repertoire for Disrupción Records during the 2021-2022 academic year. From co-creating and operating six imprints, to leading all A&Rs through scouting, signing, development, and release processes, and learning how to be an effective leader in the A&R space, this culminating experience project details every aspect of Tyler’s role. Key objectives, resources, tasks, risks, outcomes, and challenges are all elaborated upon, while a detailed GANTT Chart timeline is included to present how Tyler’s experience occurred throughout his tenure as Head of A&R. All releases and signed artists are also presented, with details as to how Tyler was involved with them.
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The Influence of K-Pop on the Live Industry
Chloe Aquino
2022Korean Pop– also referred to as K-Pop– has been a trending and dominating music genre over the last several years. However, with the aggressive takeover it has had on a global scale, this research paper will study the effects and influence of K-Pop in the United States, with specifications towards the live entertainment industry within the past ten years. This project will address through surveys, data collecting, and past vital moments within the past decade how much-said influence has reformed the US market in terms of live music. Additionally, it will also address the behavioral and social impact on fan culture within the US and provide a more consolidated view of how this genre will continue to grow as it becomes more ingrained within Western pop culture.
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Exploring Fandom and it’s Rising Importance in the Music Industry
Drishti Bathija
2022With the rise of digital music and streaming platforms, distributing, and releasing music has become easier than it was decades ago. Platforms such as Spotify receive 50,000 - 60,000 new songs daily and have made music more accessible. However, for these 50,000 artists to see royalties and earn a sustainable income, they have to go above purely ingesting their music to platforms. To monetize content, the artist needs to refine their marketing campaigns and focus on connecting with their audiences using multiple avenues to reach these fans. For these artists to thrive in the industry, they must find a fanbase and convert them into loyalists. Multiple start-ups in the artist-to-fan marketing space provide solutions for the challenges that streaming platforms create. Many independent and mainstream artists have realized the problem early on and are working towards creating a community for their music using different channels like Instagram, TikTok, Twitch, and Discord. The players who support and practice fan engagement are the ones who have been generating a lot more success compared to their counterparts. However, there is now a thin wall between the artist and their fans. With increasing access to artists, fans are demanding more content and communication from their favourite musicians. As a result, more and more artists are suffering from serious mental health problems and burnout. While many stakeholders in the music industry see the problem and are trying to alleviate it, there is still room for improvement, but the needle has moved forward.
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Understanding Latin Music in the U.S.: A comparative analysis of the most popular platforms to measure success and how the A&R role influences it
Gabriel Blum
2022This research paper had as main objective to analyze the success of Latin Music in the U.S., the key factors that makes it so popular among every culture, which streaming platforms are the most important according to music industry experts and to develop a Latin artist index. Methodologically it was developed under the quantitative paradigm, with a documentary proposal (The latin Index) model, the design was not experimental transversal – descriptive. Measuring the variable with a twelve (12) item questionary supported and revised and approved by experts from Berklee College of Music. The research paper has two parts, the quantitative/qualitative part of interviewing Latin music industry experts, determining the most important Latin artists now and key factors that make Latin music so popular, then with that information, scrape data from different platforms and last design a Latin Music Index. Among the results is evidenced that the most influential Latin artists at the moment are: Bad Bunny, Rauw Alejandro, Karol G, J Balvin, Jhay Cortez, Ozuna, Maluma, Myke Towers and Eslabon Armado; the most impactful streaming platforms are: Youtube, Spotify, Tiktok, Apple Music. And the key factors that make Latin music so popular in the United States are the rhythm, the culture and the universal sounds. Finally, a Latin Music index was developed, responding the different factors identified through the description of the dimensions above.
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The Cyclical Act of Artist Content Burnout Since 2020
Claudia Campos Jugo
2022Artists around the world have had to turn to digital platforms such as Instagram and TikTok to keep up with their fanbase throughout the social-restricting pandemic of COVID-19. With this digital engagement, artists, managers, and labels alike turned their marketing strategies towards creating daily content for artists to post on their social feeds to retain these fans and continue to grow their bases in this uncertain time. Two years into the pandemic, artists are facing the great content burnout of 2022 after having to shift gears from making music to becoming self-marketers for themselves. Not only is this burnout creating mental health issues for these artists and their teams, but it is also becoming a point of contention between artists, managers, labels, and society's expectations of what it means to be an artist-influencer. This research paper is an exploratory report on how artists and their teams are managing the balance of content creation and burnout while managing their primary jobs as music creators. Through literature reviews, an online survey, and various first and second hand interviews, this study takes a close look into the mental health outcomes of this new primary form of self promotion two years into COVID-19. Finally, it concludes with what can be done moving forward to create healthier standards within the industry to better manage artist mental health around content burnout and how this new topic can be further studied down the line as more individuals speak out about their personal stories and how further research down the line can be conducted to create a more holistic view of this issue.
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SeeMe
Julieta Carrizo
2022The following business plan outlines the details of a Startup called “SeeMe”. It was created to develop a tool design to connect fans with emerging artists and bring more opportunities of Live Shows. SeeMe is the marketplace of crowdfunding for live events. Our main objective as a company is to try to equal the playfield for emerging artists by providing them with a tool where they can test trial possible live shows without having to face the monetary risks, and at the same time help them realize where their fan base is and where it could possibly be developed. SeeMe has the potential to expand into other markets too as it is a tool that could be easily plugged into any major platforms, like both social media and DSPs, that already exist worldwide. Although the market is competitive, we believe that the fan power and audience engagement that SeeMe could create can change the course in any market that is willing to adopt it.
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PŌC Studios - Business Plan
Rodrigo Contreras
2022PŌC Studios is a unique creative hub located in the magical Lake Atitlán in Guatemala, with a breathtaking view and mesmerizing culture surrounding it, PŌC offers a creative residential space like no other. It features a state-of-the-art mobile production studio and a hybrid facility that seeks to develop and host creative retreats, music seminars & workshops as well as offer musical services such as music production, mixing and mastering. We aim to submerge the visitors in the culture of Guatemala and in the traditions of the lake, provide them with a space for truly disconnect form the outside world and re-connect with themselves, their art and creativity. We draw inspiration from the local culture and the history from the lake, the name Pōc came from the ancient duck that lived on the lake, derived from the sound of the bird diving into the water to hunt. Located in Santa Catarina Palopó, one of the 7 villages surrounding lake, the space is a private and secluded property with lakefront panoramic view of the lake, it features a boutique luxury accommodation that can host up to 15 people at the same time and counts with all the necessary amenities for our guest to feel fully immersed. The space also features a music production studio, a totally hybrid and mobile set up that can be modified to the necessities of our clients, focused mostly for artist and songwriters that also produce, and for in the box mixing and mastering, we will feature some seriously great gear raging from guitars, pianos, vocal & instrument microphones, some outboard gear such as Mic Pre’s, EQ’s and Dynamics and much more. The space is not only equipped with the necessary equipment to produce and develop projects but also counts with a breathtaking location which will allow artist, songwriters and creatives of all disciplines to re-connect their art, take a step back from the buzz of day-to-day activities and immerse in the creativity. Our residential space will allow us to host these artists, but as well to create a space for knowledge with our workshops/seminars and a production house with musical and creative services.
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ELEMENT Booking & Promoting agency
Shazia Custodio Riaz Iqbal
2022The music industry has been dominated by American music and culture for many years. Recently with the growth of technology, other countries and cultures have been able to share their music with the world. As people have become more open to listening to a wide variety of music, various genres have been able to gain exposure and growth. For example, music from my culture including Afrobeats and Afropop in particular have been able to gain a worldwide audience. Artists such as Wizkid and BurnaBoy have given a platform for Afrobeats music and collaborated with International artists to build that audience. The European market in particular is showing a growing audience for Afrobeats, Afropop and Rap/Drill music. ELEMENT a live entertainment agency will incorporate booking, promoting and live music management services in London, Paris and Amsterdam. The agency will aim to cater to this growing audience by being one of the first leading agencies within these specific genres. ELEMENT will expand across European cities. Artists in the ELEMENT roster won’t only be collaborators due to their talent, unique voice and sound but also due to their modern style and contribution to the rise of these music genres.
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The Evolving Landscape of Sync: The Needs, Challenges, and Opportunities of New Sync Customers
Haley Davis
2022TV and film production companies now produce streaming content with greater focus on traditional sync licensing. Given the popularity of global platforms’ productions compared to network television, in addition to the scale of their audiences, the power these DSP’s now hold has shifted aspects of traditional sync licensing. Social media platforms are now taking up an increasing amount of attention and can center around audio like TikTok, creating a space for more user-generated content syncing music, as well as influencer and branded content using music. Streamed fitness classes by companies like Peloton are also utilizing sync in a nontraditional format. Additionally, the evolving world of metaverses, centralized and decentralized, pose many interesting opportunities for sync deals. The issue with the increase in nontraditional licensing formats is that many uses of sync that would require a license can go unacknowledged and require lawsuits until different deal types and solutions are forced into being later. The biggest concerns today include the confusion about what constitutes influencer content, lack of proper Content ID infrastructure across different social platforms, collecting agencies lacking the ability to keep up with digital evolution, and the ability to form adaptive deals early in the metaverse.
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Sustainability at mega-festivals in Europe. The status quo & recommendations.
Amaia de Roode Jauregi
2022Mega music festivals are increasing in popularity and number (Brennan-Horley, Connell, & Gibson 2007) and with it, the concern about their impact on the environment, the economy, and society/culture increases. The current impact seems more negative as festivals tend to have an enormous ecological footprint (David 2009), are losing cultural value due to commercialization (Arcodia & Whitford 2006) and, can cause over-consumption and increased criminality in the host communities (Getz 1997; Smith 2009). Fortunately, festivals have an enormous potential to positively influence the overall sustainability of the region, its audience, suppliers and employees as music festivals are excellent opportunities for transformative learning because they are sources of powerful, soulful and sometimes mystifying experiences (Stettler 2011). ‘Music is one of the most powerful mediums to communicate environmental awareness to billions of people worldwide - irrespective of race, religion, income, gender or age’ (Jones & Scanlon 2010, 4). This research paper has analyzed the sustainable performance of three mega music festivals, using the triple-bottom-line definition of sustainability that includes environmental, economic, and social sustainability. The status quo of the festivals has been analyzed against 10 UN Sustainable Development Goals (SDGs) from which it can be concluded that festivals are facing the above-mentioned challenges but are actively trying to become more sustainable by focusing on a couple of SDGs. Festivals could use their role in society more to influence their stakeholders and the music industry in general to become more sustainable. Based on these results, specific SDG recommendations, general recommendations and financing recommendations are provided for mega-festivals to advance on their sustainability journey. The general recommendations focus on monitoring all data, establishing a clear strategy, urgency and goals, and communicating these goals and its importance to the festival’s stakeholders.
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The Consequence of Sound: Understanding the Environmental Impact of Record Labels in Continental Europe
Pilar Fitzgerald
2022As the music industry joins the fight against climate change, there are many wasteful business practices that it will need to reevaluate. This research paper defines the practices that make up the carbon footprint of record labels, based in the United Kingdom and Europe in 2022. It also serves as a guide for record labels and music fans that wish to understand the negative environmental effects of the recorded music business, and how that business can be conducted more sustainably. In addition to this abstract, there are five sections of the paper. The paper begins with some necessary context: defining the central issues of climate change, how record labels function, and reviewing the history of environmental activism in music. Following the literature review is an explanation of the research question, and the methodology for and limitations of this research. The results section presents the identified label practices that have a negative impact on the environment, as well as how to address them, and introduces some emerging related topics in the field of sustainability and labels. Finally, the paper concludes with some thoughts about the impact and necessity of eco-consciousness in the music industry.
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Uncovered Business Plan
Joana Folgado
2022My Culminating Experience is a business plan for Uncovered, an organizer, producer and promoter of album listening sessions. The main goal of this project was to create immersive events where people feel truly connected to the music, its appreciation is elevated, and people can experience the music they love with like-minded people. To understand how the best album listening session could be, I hosted three album listening sessions, collected feedback from the audience through forms and conducted individual interviews with the attendees. The result is a finalized album listening session format and concept that highly appeals to music appreciators. Throughout my CE, I got experience on producing live events, while organizing, producing, and promoting my album listening sessions. I understood what these events should offer to create the best experience possible and to increase people’s willingness to pay. Additionally, I gained and developed skills such as time management, hard-work capacity, autonomy, and perseverance. Since I want to have a career in live entertainment and to create Uncovered in the future, all these learnings and experiences will help me succeed in reaching these goals.
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Traffic Jams in Tokyo, New Music on the Radio: Exporting J-Pop, Hurdles and Precedents
Brendan Gaffney
2022This project takes a critical look at the challenges and opportunities facing Japanese pop music (“J-Pop”) export and culminates in a series of recommendations and best practices that should be implemented by J-Pop artists, managers, and record labels for successful crossover to Western markets. The conclusions outlined in this project are found through a systematic and comprehensive analyses of the Japanese recorded music market, J-Pop song structure, case studies of J-Pop artists` attempts to break into the U.S. and U.K. markets, and successful export of K-Pop. In the key findings of the research compiled for this project, music industry scholars will come away with an understanding of the historical and modern challenges that J-Pop music has faced (including being pigeonholed as a novelty genre, anti-Japanese racism, and inadequate support from labels and management companies), as well as opportunities to exploit new technologies and societal attitudes to redirect advanced fan engagement tactics towards Western fans. Areas of continued analysis and research based on the findings in this project are further proposed.