Marketing in the Music Industry: Assessment of reality-TV show-facilitated marketing

Mikheeva, Alexandra, Khammash, Marv, Altunbas, Yener and Jones, Rosalind (2010) Marketing in the Music Industry: Assessment of reality-TV show-facilitated marketing. In: 39th EMAC Conference: The Six Senses - The Essentials of Marketing, 1-4 June 2010, Copenhagen, Denmark.

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New technology in the music industry led to changes in the recorded music consumer profile and development of a new marketing channel based on reality-TV talent contest shows, in addition to traditional music industry marketing. This paper investigates the effectiveness of new products launching using reality-TV show-facilitated marketing in comparison with traditional music industry marketing for the period of the years 2002 to 2008. The study shows that projects launched through show-facilitated marketing enjoy a higher level of instant success in the short term, whereas products launched through traditional marketing channels are more successful in the long term.

Item Type: Conference or Workshop Item (Paper)
Keywords: Music Industry; Marketing Channels; Reality-TV Show-facilitated Marketing; Traditional Music Marketing
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Users 7386 not found.
Date Deposited: 06 Jul 2012 10:48
Last Modified: 12 Dec 2012 17:10
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