Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/9507
Title: The implementation of integrated marketing communications in the music industry
Authors: Borg, Jean Paul
Keywords: Music trade
Music -- Marketing
Sound recordings -- Marketing
Sound recording industry
Internet marketing
Issue Date: 2014
Abstract: Purpose - The purpose of this study is to discover how Integrated Marketing Communications can help local musicians to promote their music beyond Malta. Design/methodology/approach - Qualitative research was done to collect primary data by doing in-depth interviews with local producers, musicians and singers. Secondary data was collected through online journals and articles related to marketing and music industry. The data was analyzed by using a Mind Map followed by a discussion about each tool with a comparison between the strategies implemented by local artists (primary data) and foreign artists (secondary data). Findings - Digital media is becoming more applicable to communicate with the audience than traditional media due to the rise of online stores. The new generation are being exposed to music through online platforms and musicians have to take advantage of the internet to integrate the promotional mix on one platform, and according to these findings Social Media such as Facebook is the best platform available to integrate all of these tools in one page. Research limitations/implications - The findings are a first attempt in creating a foundation for future research on the cognitive responses in advertising music. Some of the respondents were not aware of the term IMC since it is still a new subject in this field. Practical implications - In these research different promotional tools were reviewed backed by case examples. Musicians can identify which is the most effective tool and ways how to communicate with their fans more easily. They can also identify ways of distributing their music worldwide without paying such costs. Originality/value - Up till now not much of importance has been given to Marketing communications. This was the first study to include IMC with local musicians in relation to the promotion of their material, and since it is a new concept not everyone is aware of these tools and how they can benefit musicians and help them promote their material beyond Malta.
Description: B.COM.(HONS)MARKETING
URI: https://www.um.edu.mt/library/oar//handle/123456789/9507
Appears in Collections:Dissertations - FacEMAMar - 2014

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