The Effectiveness and Success of New Ways of Marketing of Artists - Dissertation Example

Moreover, the study which has been achieved aimed to understand social media as a marketing and distribution tool. Using an interview question based on 11 questions, 8 respondents from the UK, the study found that social media has brought a major influence on each of the music industry players, artists, distributors, and audiences. Some of the respondents including artists and listeners described social media's positive influence, while the others like distributors claimed that social media has negatively affected them.
The study concludes that that social media has become one prominent element in the music industry and its effects on participants of the industry are quite prominent. Affects like artist promotion and free access download for listeners are quite prevalent through social media in the music industry. Table of Contents Acknowledgement 2 Abstract 3 Chapter 1: Introduction 6 Chapter 2: Literature Review 11 Chapter 3: Research Methodology 23 Chapter 4: Findings and Discussion 29 Chapter 5: Conclusion and Recommendations 41 List of References 44 Appendix A: Interview Guideline 46 Chapter 1: Introduction 1.1.
The research done by Kaplan & Haenlein (2010) illustrates that the older forms of media were not communication but were information channels, where one would deliver and the rest would simply listen. What social media has done is that it has initiated two-sided communication, where the listener can be the speaker or deliverer at the same time. Kaplan and Haenlein (2010) define that “Social media is a group of internet-based applications that builds on the ideological and technological foundations of Web 2.
The term Web 2.0 refers to websites with which users can connect to the World Wide Web, and the content available on the website is not restricted to a single source or person (Kaplan & Haenlein, 2010). Social media has not only changed the way people used to interact or share their feelings and experience but has changed the way people used to perceive, behave and act.