Promotional Strategies Used by Electronic Dance Music Festivals (Sunburn and Vh1 Supersonic) on Social Networking Sites
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PROMOTIONAL STRATEGIES USED BY ELECTRONIC DANCE MUSIC FESTIVALS (SUNBURN AND VH1 SUPERSONIC) ON SOCIAL NETWORKING SITES KOKA SAI PAVAN SRI RANGANAYAKULU Registered Number: 1424012 A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Arts in Communication and Media Studies CHRIST UNIVERSITY Bengaluru 2016 Program Authorized to Offer Degree: Department of Media Studies ii CHRIST UNIVERSITY Department of Media Studies This is to certify that I have examined this copy of a master’s thesis by Koka Sai Pavan Sri Ranganayakulu Registered Number: 1424012 and have found that it is complete and satisfactory in all respects, and that any and all revisions required by the final examining committee have been made. Committee Members: _____________________________________________________ AASITA BALI _____________________________________________________ Date: __________________________________ iii iv I, Koka Sai Pavan Sri Ranganayakulu, confirm that this dissertation and the work presented in it are original. 1. Where I have consulted the published work of others this is always clearly attributed. 2. Where I have quoted from the work of others the source is always given. With the exception of such quotations this dissertation is entirely my own work. 3. I have acknowledged all main sources of help. 4. If my research follows on from previous work or is part of a larger collaborative research project I have made clear exactly what was done by others and what I have contributed myself. 5. I am aware and accept the penalties associated with plagiarism. Date: v vi CHRIST UNIVERSITY ABSTRACT Promotional strategies used by electronic dance music festivals (sunburn and vh1 supersonic) on social networking sites Koka Sai Pavan Sri Ranganayakulu This study deals with promotional strategies used by Electronic Dance Music (EDM) festivals like Sunburn and Supernova on social networking sites. This study also tries to learn branding techniques used by these Electronic Dance Music’s. The interest Indian youth have on music festivals has increased and is still increasing mainly due to social networking sites especially in the past few years. Promotions used by these events are trending and are the most successful promotional strategies implemented till date. The research is to find how the music festivals use resources to create interest towards the events. The research also talks about music lovers, their love towards these festivals, the reflection of the promotional activities on their behaviors and interest created by music. It also discusses music festivals as a platform of social networking on an international level. Keywords – edm, electronic dance music, music festivals, music composing, and event management vii viii ACKNOWLEDGEMENTS My sincere gratitude to my Guide, Prof. Aasita Bali for her constant guidance encouragement and support. I also thank course coordinator Fr. Biju K.Chacko, Head of Department Naresh Rao, Suparna Naresh, Amutha Manavalan, Rajesh A, Dr Kannan S. and Shantaraju S., for their valuable feedback and restless assistance in bringing out this research. I also would like to thank all the resource people whom I contacted, my family and friends for the encouragement and devotion, without whom this thesis would never have been completed. ix x DEDICATION To Parents and Well-wishers xi xii TABLE OF CONTENTS Authorship List Of Figures...................................................................................................... xv List Of Tables ..................................................................................................... xvii Chapter 1 Introduction ........................................................................................Declaration 1 1.1 Electronic Dance Music ................................................................................. 1 1.2 Social Media .................................................................................................. 3 1.3 E-Booking Website ........................................................................................ 5 1.4 Music Stream Websites.................................................................................. 6 1.5 Statement of Research.................................................................................... 7 1.6 Objectives ...................................................................................................... 7 1.7 Significance of the Study ............................................................................... 7 1.8 Research Design............................................................................................. 7 Chapter 2 Review of Literature ........................................................................... 9 2.1 Social Media .................................................................................................. 9 2.2 Music Festivals ............................................................................................ 13 2.3 Online Websites ........................................................................................... 21 Chapter 3 Methodology ...................................................................................... 24 3.1 Defining Research ........................................................................................ 24 3.2 Research Methodology ................................................................................ 24 3.3 Qualitative Research .................................................................................... 25 3.4 Tools used for data collection ...................................................................... 25 3.5 Theoretical Framework ................................................................................ 26 3.6 Dependency Theory: .................................................................................... 26 3.7 Content Analysis .......................................................................................... 26 3.8 Parameters .................................................................................................... 27 Chapter 4 Findings & Analysis .......................................................................... 28 4.1 Content Analysis .......................................................................................... 31 4.2 Expert Interviews ......................................................................................... 45 4.3 Dependency Theory ..................................................................................... 54 Chapter 5 Conclusion ......................................................................................... 57 5.1 Findings on EDM ......................................................................................... 57 5.2 Effectiveness of Sunburn ............................................................................. 58 5.3 Effectiveness of VH1 Supersonic ................................................................ 58 xiii 5.4 E-Commerce as medium .............................................................................. 59 5.5 Limitations of the study ............................................................................... 60 5.6 Further Scope for Research .......................................................................... 60 Bibliography ......................................................................................................... 61 APPENDIX A: Questionnaire ............................................................................ 64 APPENDIX B: Questions for Expert Interview ................................................ 66 xiv LIST OF FIGURES Figure 1 target audience analysis ........................................................................... 34 Figure 2 Graph of Facebook page from 2011-2014 (SocialAppsHQ, 2014) ......... 35 Figure 3 Facebook Sunburn page (Sunburn, 2014) ............................................... 36 Figure 4 Event details of sunburn on Facebook (Sunburn, 2014) ......................... 37 Figure 5 Popularity of Sunburn pictures on Facebook page (Sunburn, 2014)....... 38 Figure 6 YouTube Channel (YouTube, 2014) ....................................................... 39 Figure 7 VH1 Channel on YouTube (Vh1 Supersonic, 2014)............................... 40 Figure 8 VH1 Supersonic Facebook event page .................................................... 41 Figure 9 Artist for a Sunburn Event ....................................................................... 42 Figure 10 Artist for a VH1 Supersonic Event ........................................................ 43 Figure 11 Sunburn event in College campus ......................................................... 44 Figure 12 Sunburn with other event....................................................................... 44 xv xvi LIST OF TABLES Table 1: Sunburns Years ....................................................................................... 31 xvii xviii Chapter 1 INTRODUCTION 1.1 Electronic Dance Music In the mid-1980s and into the first Nineteen Nineties, disco’s quality waned, however electronic production dominated new well-liked popular music genre designs, like electro, Industrial, freestyle, house and techno. By the mid-1990s, the presence of electronic popular music genre in up to date culture was noted wide, and its role in society began to be explored in printed historical, cultural and scientific discipline tutorial studies (Harold , 2012). The term electronic popular music genre