MUSIC AS A MARKETED COMMODITY: STRATEGIES OF PAST, PRESENT, AND FUTURE

______

A T

P

T H Ta C

O U

______

I Paa F

R Gaa

H Ta C

Ba S Ja

______b

La R. W

A 2021 Table of Contents

INTRODUCTION 1

PART 1: A Brief Overview of Music as a 3 Marketed Commodity

PART 2: Case Studies 12 aaaaa2.1 Nine Inch Nails - Year Zero 12 aaaaa2.2 Radiohead - In Rainbos 14 aaaaa2.3 Hoier - Cr Poer 16 aaaaa2.4 Kesha - Raising Hell 18 aaaaa2.5 Mabel - Mad Love 19 aaaaa2.6 Dani Fernnde - Incendios 20 aaaaa2.7 Lauv - im so tired... 21 aaaaa2.8 Beonc - Beonc 22 aaaaa2.9 Kane West - GOOD Fridas 23

PART 3: Focus Groups Method 25

PART 4: Discussion 28 aaaaa4.1 Focus Group 1 29 aaaaa4.2 Focus Group 2 35 aaaaa4.3 Focus Group 3 42

PART 5: Conclusion 48

Bibliography 59 Wc 1

INTRODUCTION

Mc ad a a ca ac b - b d W

c a a ad a, ca, a a cc. I a bad

c, ca ad ca d cc, b

aac d : a, , ad . I 2017,

Aca Ma Aca dd a a ac, , ad

c ca, cca, d, ad ca a a a c, c, a, ad c a a (Wa Ma?). T da d

a a d ; a, ca, c a a

.

T a dad c a a a d, c , ad c . I acca aca c dca c

ad ba ad d c a caa, ad ab

a ad ba a c a. Ua

c a a a b d cc c a, ad d

a a a ab c a.

A ac a a .

Part 1 dc a W c a a ad cd, b a c. I ac bac d c

a d ; d ad c ad dad

c. Part 2 da c a ca d. T ca d a ad cd cc a c a; a, a Wc 2

aca dad a cc aa (C a.). Ca d a a ac d a a aa

ac, c ba. (Rad a.). F ca d c d ca c, a a dad c a

a acd (2020).

Part 3 a d ad c da c , d a a aa ac. I a c , aca a d dc b a

da, [c] a cd cad c - ca, c a

a dcd ca d ac (A). Part 4 a d

c ad cc b acd ad ac. I

dd b a ac ac a b a a a

a a b d c d da c a. I cc

, Part 5 d ca bacd ca c

a; a b c dc

d a c. Wc 3

PART 1

A Brief Overview of Music as a Marketed Commodity

If the first music as for gods, hat came later as for Kings...But in proportion to the rise of the middle classes and the decline in the prestige of the nobilit, the bourgeois, in their turn, began to claim their share in the activities of the gods.- Jacques Chaille (qtd. in Carlton 126).

T c acc a d dad b ca a b dd b a

a. I adca W c a, Od a. a

a a a b a a: a , dc

, a a , a a-a , ad, a, c a ad

da: a c-d . Pa 1 Od a. a

c a , a a a c a a

a a d b a ad d-cd a a

P K. H cd a: dc a, dc a,

a a, a a, ad ca a (Ia). Ca

a a c c c d a a cd -

c ba c a, d ad d a

.

Accd Od a., a a . T

cd c b ac a c: ad

-. Cca b dc, ca, ca, ad c, , , b d, a, b aca (a cc b a ad c) [] ba c ad c a ad

[a] ca ad c cc a a . (Od a. 120). Wc 4

W a cc a ca a a da c

a, a ac ca b ad. E da, OD, da

da Ua, D ad Da, ... dda ca c a

c, c, ad da cc a cca

aac ad a a a aa ad (14).

T a c ab a a ab ca a a c

a ca b bad.

Acca ac a acd c a 36,000 a a

(dEc a. 39). Mc marketing, , ccd a c d ad ad Ga Ca - da Od a. dc

a ca b ad . Ud P G, Ga ca dd aca c a a a 313 AD Ea

Ca (Od a. 121).

Ga ca bca ca a. A, cd cc, cd c ac a a . I a a ad d accd acc a d , adada cc

c bca a a c ad (Od a. 120). T d a

a a a d accd adad da, Od a., ca a ad

a c c (121). I dc a, a

c dc dc - , a, a d c. Od a. dc aad da dc a,

a ca cc dc cc, dc c a Wc 5

a b (a b aac a ) d dc c ad

c (Ca). O dad a dda a d c a

d; a d c c d .

T ca ad dbd ca.

Od a. a ca c b ab b 16 c Pa. Cac ad aad b dad abd

d ab ca a d a; adca,

Pa ba a c ca acca bd

(Od a. 121). H, cd d c

a abd ca c a d a . Idd ca

ad a a a a ad d a .

W a ca c c, dd a ,

c, - a a da bad (Od a. 121).

A dcd a , bad a a a ca dab, ac, ad accb - a a ca a a-ca bad, cb ac c ad a d. A C ad Kbac a, a

b cd c a a dc a: a ca a

(, , dc) a dc (583). F

ac a dcd a bad.

Dad ca c ad ca, d b aaab a, a b ad ca aaab d c (Od a. 121). Dca aaab c d c dc Wc 6

a a ad ad dc a. T dda a c b a, a c ca a ad a bca a.

Oa a a aca a cdca c, a dad

Ca T Pbc Ma Mc. T a a ac.

Oa N Ia, a d a a a. F

abc P Uba VIII, Bab aac ad bc a ca ca a

ac, c R cad (Ca 126). A a a

ab R a da Bab a, a a Vc b

ca Facc Ma ad Bd Fa. T d Sa Caa

Ta Mac 1637 (Ca 127).

T a ca a d, a d b Ma

Maddaa cd aab cc ad ac cc (Ca 127). A

a ad ad Vc, a c a a ba .

(Ca 126). L dd a a a ad ad c a cca dc, Ca , a cd c ca

(127)! Sa d b , ad a accb c - a a

a a d cc a da (Ca 128).

F Ra, Ld adc E. T

d ad a bc a. O c a, a ca

K, a J Ba; , Fac, a a a

ad ca . U b ac b a cd ca,

Ba ba ac ca ad c c (Ca 128). A ad Wc 7

a bc cc ad aad a Dcb 1672

Ld Ga:

T a c, a a M. J Ba H ( cad

Mc-c) aa G Ta W F, Mda,

b Mc d b c Ma, b c a 4 cc

a, ad a , c a a (d. Ca

129).

Ba bd a d-b bc . D c ad

d , ad a ac ca a a

. T aa cd d a bca a cca bc cc (Ca 129).

Cdca, accd Lc, d b Od Dca, ac

c a a a cd - a cd a a aa

a aca dc a ca b b ad d (cdca, cd).

T ad a ad ab dad c a bc cdd; a a , a ad cca a

a, ab ac d a dc b ad d. A Ca

cc, Pac, ad , acad, add ad ad

d a (130).

F, Od a. a a - dd a

a ac a b c a c a - a dc

a a. Pdc a a a da dc ca b Wc 8

dcd a a a a a a c a, a Ca.

I dc a bac d. I d, a c ad b

abd a a accb cd, ba a aa, , ad .

Mca, d c ad c acd b , ba

dad a adc ad - ad a ad

d (Od a. 121).

B 1877 a, c d-1800 a ad

a ca ca. Ad cc, a, a a cad. T

dc Ed a, , cbd accb

c b c c d a ca. Accd Od, a a a

a a - b ad a c ad d c (122). Ua a

a dd b acc c ad d a , cd

ad a (Od a. 122).

Cd d d Ed a, cd cd,

c ad 2 c ca a c. T a, a dad

a dd b E B, d 1887. Ra a cd d cd, a dd a, a cad d a dc. T Vca, a a (b a) d cd a, bca aaab 1906, a Edd

R. J dcd a a aa cac dbac B cd.

(Vca). B 1919, cd a a cac, ad 107 cd ad b

dcd (Od a. 122). Wc 9

Ed Pa B Ga 1906 Vca (Ed H Pa) (C) (Vca VV-XVI T S)

T aa AM ad 1920 ad b -a ad -

a AM ad a a d b b, ad ad

d b a c a a. O-a bca a a ca ca. (Od a. 122). T a ad ad acc a a a

ca a a a 20 c a caacc a a

a. B Od a. ad Ca a, c c d ant

b d, b a a (Ca). Pbc, , ad -a cc

a cdcd a a d - cc bc a a a

ca. T Ga D ad a dac c a b ca c ad

ac, b ad ad c a a c a ad c - ad ad dbd d b 1940 ad 1945 (Od a. 123).

Ca dad a c cd b a ca c a

Wd Wa II. T b Rc R, a a dbbd b A Fd

1952, d a ca c a, da ac Wc 10

d. Idd ab a , ad a E P ad

Cc B bca aaab a a - LP, a cd a 12- caab. T

Rcd Cb d d-50 d a c ba

cd. T aa ca 1963 ad a ac 1965 cd d c (Od a. 123). A ad c ad

d, ad c - a ad ad a d b

cd d a a a.

T a Od a. a c a, c ca

a a a a . T a dd c d - , c ca b d accd d d, ad a d dc d ac (Ca). Edc

ad c ad aaab 70 ad 80 - adac d 1970, da a 1978, ad MTV 1981, c dcd d a a ab

a ca (Od 124). C a 80 ad acc c

c d.

Pca c acd a 1982 a cac dc,

CD. T BBC a a, b 2007, a 200 b CD ad b cad dd

(H CD). B bad ad dad ca 90, b ca

cd d a . I da ca b abd a a ac,

cd dd ad ad da . Ua, , da d da - ad ca ac d c dd

ca (K). T d a c c - Wc 11

a, Na ad A Pd - da da adca b d a

. A aa K a a a, ca a,

a b cdd. F , a d a dad a c

daa cad a c d.

I 1960, E. J McCa d 4 P a - c, ac, dc ad . T cc a c d ac a , a

cd b N Bd d a c cc a (Baaba). I ac a a c d, Kc ad Ca a

a, da, c a a c a ada . T a

c a a b d, cd ad cd b c a d a (57). W da a cdc a d ad

dad c a, c a bad a a a aa.

A dd a a dcd 1981 b Bad B ad Ma

B, dad cd , c, ad ca dc (Baaba). Kc ad

Ca dd a a c bd

McCa cac a (49). T bd b ,

a a a c c-dd a a

aa ad acca aca b cac ad dd a . Bad

ac, c a. Wc 12

PART 2

Case Studies

T ca d dad a dd ad a d dad

a a b da c a. Eac ca d a dcd a

da c .

2.1 Nine Inch Nails - Year Zero

adapted from Year Zero Nine Inch Nails ARG Documentar

I Fba 2007, a a cd a d bac

c cad N Ic Na cc T-: I AM TRYING TO BELIEVE. A dc a b a a, d a d Pa, a cac b a a ac d.

Sa , a-cc b aad , a c cad dc Ud Sa 15 a . Accd b,

a aac ad cad ac c a ad a c. Tca, d a b 2022, b d

Ud Sa d Ya Z. P b, a add, ad c

cad b cd ca da b.

La a a a dcd a USB a d a ba a d a N

Ic Na cc Lb, Pa. I a ca aa caa, b d b a - a cd c USB ca ac b. T d cad MP3 ad , c c ad ac Wc 13

. Sca aa MP3 ad a, b, ad

ad b.

I a caa, a d (a a dcd b)

ad A Rac , ad ca b,

, badaa, ad aaaa. Aa 25 cad b c

, c a d a a N Ic Na . I

caa, add a a b SWAT Ta.

A cd b ad, d ca b c ad b cad a N Ic Na d ab Year Zero. T a a

caa a c d A 27, 2007: W da a

, b a a - d d a (Ya Z N Ic Na ARG

Dca).

N Ic Na Aa Ra Ga (ARG) a dd b 42 Ea, a

a ca bad Bba, CA. Cad [] b a ad a, a d caa a c ac ad

. A b a T R ad 42 Ea a dcd

, R ad ca dd a caa b a a c

a (K).

T ----a-d d a a a-aad

ad a dd a cad ad a a

a a, c-d 42 Ea Jda Wa ad. A a b, Wc 14

b , a a. S a, ad

, a ad (d. K).

T ARG d a d a, a a ac bad

a ad a , Ec Sd. I ( ARG) a a ca aca a a a a a ab, ad M

Sd, a ada. I a I aa (d.

K).

2.2 Radiohead - In Rainbos

F d da Ca ad Pa, E a-c bad

Radad dcdd a d a a. In Rainbos, bad

7 d ab, a ad aaab Ocb 10, 2007, a cac: a . O could b. Dbbd b, d ac ad a a a

ad ab. T c dad a acc cd, d cd a a $0 $99.99 a MP3 ab (Gaad).

Radad a a a a a d ac. (Ta a b d a , G S cd. I a ad a C ad a a a. A ** cac? D a b a a b

d a (Radad I Rab H B)? U2 aa Pa McG cd a a bacd, ad B a a b d, ada bad aa ad ca (Gaad).)

Ia ac cSc, a Aca a ac , d a a 62

38: 62% accd ab (cd a a Wc 15

b BT), 32% d a (Radad I Rab H B).

T aa aa c ad ca a $6, Aca add a $8.05. W

ac a dd a, aa c a $2.26 (Ad).

T b b bad. H, a a

BCaa ad MCPS-PRS ad 400,000 BT dad ab

Ocb 10, da a, c a.

Ia Radad aa c ac. Tac

2000 ab, Kid A, a ad aaab b a da ab. T bad ad a a a d ab

a, b Kid A dbd US Ca a #1. Sa a ab Amnesiac ad

Hail to the Thief d Radad Ca Rcd ad a In Rainbos

ca a a (T Radad R?).

I a Wd aa Dad B, Y cd Radad'

abd a a b cc bd a-a--a caa.

W d ab ad ab dcd Ca, bad dd a

ab a da a ba (Dad B ad T Y).

O Dcb 4 a $80 ab b bca aaab . I a a a

a - Jaa 1, 2008 - a CD ad da ab aaab a

(Gaad). I Ocb 2008, b Wa Ca ad d a c d cc a 3 c ab ad b d da (Radad I Rab

H B) - Radad a ad ad a a. Wc 16

Sad Y: T a cd aa , a a

a , ac a b

ac. I d b a d a . I a a a a.

W cac. W a d. W a . Wa

d d? T a b . B bca a.

I da c, ad cd a a

Radad ab , a N. Ad a

(Dad B ad T Y).

2.3 Hozier - “Cry Power”

adapted from 2019: The Years Best Music Marketing Campaigns

Id b , ad dc ac b ab

Na Cd P, cd d ab, I - H

d a a ac aba (d. 2019: T Ya B 24).

T a C P, a cb-ddd dca a a Sb 2019 -

Fba 2020. T d ad a A L B, b

a ac a a a: ca ca b a

d dca .

D C P cd d bc ad dd c

cd cb ac ca. Ma Sa, a d c ;

L T Cc; Nc G dcd

d a ad Fd Fd. A d ad aaab YTb ad

a, ad a d - B d ad ab Wc 17 da a bd $14 b a d b dad Gba Fd

F AIDS, Tbc, ad Maaa.

H dc Gd-L cbd d bd

C P. T UK-bad ca ad a ccc; a

ac a ad a da a b d ca

- c bc dca d.

C P a ad b a b H a adcac

Gba C. S M, c-d Gba C, H

c: Gba C d a H d c, ca a a ca ad Gba Ga Saab D

ad d (C P Pdca -

H).

Fdd 2011, a d ca ad ba .

T cd a 1,000 a a dca; 54%

a cd a a aa 4.47 ac a. R ac

ab ac bad; a L d ad, Ba d 425

UNFPA S, dcbd a d a d a a c (Global

Citien; 2019: T Ya B 24).

A Nb 2019 dca ad 200,000 ad acd 200

T dca ac 20 c. A C P dca a a a caa a ab , ad a a a b H ad

Gba C (2019: T Ya B 24). Wc 18

2.4 Kesha - “Raising Hell”

adapted from 2019: The Years Best Music Marketing Campaigns

A cc a a ab Rainbos, -

Ka cd a c Ocb 2019 a , Ra H.

H a d a ad c d - c ad Ka a a caca 80- d b b a - d caa.

T a a d, 1-855-KESHASAVS, a cad a

SP, a a ca dd ca a, d , ad bd b a (P SMS Ma a Sca). U a ad

Ka a a ca ad a Caa-bad a

a a. I bca a a a a Ka a

(2019: T Ya B 27). T a d ad a ca da caa

a Ka a caac, a ca ca ad a ab c a. T a a Ra H c d Ocb

2019 d a c Ka a a a caac d. S

d a a caac cad a ca ac Ka ca

da ca.

A a Ra H, Ka a a acd c ab - High Road - a a a. A d ca a ac

a ad c d c c.

T caa ad a a ac Ka a - cd

80,000 ca c caa, ad 10,000 b Wc 19

d SP b d c caa High Road.

(2019: T Ya B 27).

2.5 Mabel - “Mad Love”

adapted from 2019: The Years Best Music Marketing Campaigns

Mad L a ad a B a Mab D Ca

M U. Maa Rada Mda ad H R aa a dac

a b Mab c cc - ca a

-acd a a.

Id b a , Mab a dd a a b. B ab ca a d ad c ( )

d ca a ac.

Adda caa ad ac a ca da a. I J 2019,

da b a , a 15-cd a c d a add

TT. A aca dac d d #MADLOVETRAIN dac ca ac a, c a d c ad a

ac b TT. L Saca ad acc a AR Mad L;

Iaa, Mab cad a a a d c ad c ad c

.

O Facb, a cd a dac accdad ada a b d Mab M b, c ad ac ab c ab. Mab

a a c a YTb A O T R, d caa ad ca Wc 20

da . W ad a, Mab a ab ca c YTb The High Epectation Diaries.

Ua caa a a cc. Mad L ad ab High

Epectations ad ac B T 10 S ad T 3 Ab ca. H ca

da a a , a 81% ca Iaa, a ca

820,000 YTb, ad 250,000 TT a c. B bca

Sadb 2019 Mab ad acd 1.6 b ba a (2019: T Ya

B 34).

2.6 Dani Fernández - Incendios

adapted from 2019: The Years Best Music Marketing Campaigns

Da Fd b Sa c Ma 2019 a

ab, Incendios. H a a c ab - aad

'' E - a a a caa. T ab cd

a ad ad a; Fd d cca ac

ca a b caa.

Fa cad a b cad b Fd a, ab a a a ad - , , ad a

da a cad, ad a 3,000 a (2019: T Ya B 20).

T d ad a a da bd. A a

Fd d a a b Iaa L, add b 500 ; da

a a aca a a a ad acad

a a bd. Wc 21

T d ab caa cd a a b. P ad ab a d cad dcad c. La, d ab , cc ab c ca dc b

a ad a a ab a ad Fd . A d

ab c ddd c ad d d a .

T caa d. Fd cd a 80% a daaba, d- , ad, a 22 ca, a #2 Sa ab a ca (2019: T Ya B 20).

2.7 Lauv - “i’m so tired...”

adapted from 2019: The Years Best Music Marketing Campaigns

Facd ca a , a bd Aca a

La cad a -a a a d:

1) Ta adaa a La , I L M B

2) Ica La adc

3) G ac d..., ad Jaa 2019

4) T T Sa a La a

T cc d..., a UK a T Sa, d a b a. B a ad aa ad d c YTb ca - a La d T Sa LA H ad

a (2019: T Ya B 30). La a, cc a

V ad MTV, cd ca c a b a a a ca a ac a a. Wc 22

Ha abd a d a b T Sa ad La, a cd d caa ac TT ad Saa. D

d..., cd a ad a acc , a ad, d

a ad ad ca Caa ad K. Cbd ac cb ad

a , ca d a cad cc Ud Kd.

T ad ac La caa, b a cd b cd

d.... T cd-d acd #10 aa UK ca, #5

Saa, ad a addd a BBC Rad 1, K, Caa, ad a ad

(2019: T Ya B 30).

2.8 Beyoncé - Beonc

Wa a Bc a caa -d a ab

c ac - a dd d ab ad. Beonc d 828,773 da c da a

Dcb 2013 a - ab a b T a- ab dd ad cd Ud Sa. F da a 14-, 17-d ab ad 300,000 a: a ab 4 d a (Hba, Sa).

A ca d caa , c, , a a dc ac (ad aa a.) W Bc a 2013 S

B ac ad d ac d a a c ab,

a a a a c. O a Iaa d, cad S!, acd Beoncs aa T, c a 1.2 12

(Sa). Wc 23

Pa ca c Bc -a-a a,

, c a. F Beonces a, a cd U2, Kd

Cd, ad Da ad c a. O a Cad B ad Kdc Laa,

add a a c ad, d a

a da ad ca d caa (Ga).

I dd a a c a I d , ad Bc bc ca da ab. I a bd a. I I a ab

a dc a. T c a b c, a ad a. I

I dd a abd a cd c . I a

c ad ad a (d. Sa).

2.9 Kanye West - GOOD Fridays

adapted from Lambert

I 2010, Ka W ad a a a; a a ad ad c

a Ka W ad Ta S VMA cd. I a a c, ,

d c, b c a da - ad .

I 15 ad cdd a a d ab, M

Beautiful Dark Tisted Fantas, ad 15 . H , dad A 22, 2010

ad a :

I a d c I d 1 d Xa. I

a b a b a Ja cI ca d Fda. Ya

Fda a a a a. W a a c

d (W). Wc 24

T a GOOD Fda a a ab cd ab, G.O.O.D. Mc,

dd 2004. T a ac caba, a a a

J Bb Pa-T ad N Ma; a ad c ab,

ada .

A GOOD Fda a, a a da c

d da; a ca a ac , d

ac a a a da. Ca a aaab a ad YTb ca.

A c a A 18, 2019 ( aca Gd Fda da), GOOD Fda a

d. Tac ab ac ad , Ld Ld Ld

a 303,000 ad Ca D D F ad ba d. Ta a ad caa a d 9 a a a ac ad , a da a a a a (Lab). Wc 25

PART 3

Focus Groups Method

T a d c c, I cdcd da c

a Mc Ta (IRB Pc #20-E-352.) Fc dd b

aa d ac cc aca cd a a

ad ad .

Paca cd a d . A I dd a a a

a ac aca c , a a aad aca, cd a ca a cc. T d d b 18, d a a d a O

U, ad d a a d c d. Sd dcad

aca c ad a c , c

aad a. T d a daa d b ccd

d c b a d a d b aacd a

d . A a c d I dad ad

d acad a - I d d

d ca aca a . T a dd b b.

Paca ad c ad a c ad

c bad aaab. Eac aca cd a ac ca a, c ad bacd a ac 3 ca d

ad ad c . T a ad ad c Wc 26 dc d b, a I ad aca ad ad ad cb dc.

A b ac c I a a b dc, dc

c ad aca a cac a adda . T

a ad c a c cd dc. D c

aca ad -dd a ad ca d ad

. Fc G 1 cd dda d a a ad d a a. I a 25 ad 33 cd da. Fc G 2 cd 2

dda d a a ad d a a; ad 22 ad 51

cd. Fc G 3 ad c, a cd dda d a

a ad d a a - a a a ac. T c

a 16 ad 18 cd. T a bad aca a a : bca cc, a b, cca , ad da,

a, c dca, a, a, ad ca

cc//ba d a ad ac d a.

Paca ad ad ad a a add a

a- a a aca. Eac c cd a add

ac c Scb ad c cd a cd

ac accac. Wc 27

T ad c :

1. H aa ( a a) a ca dd ?

2. Accd Od Dca, a a a a a ac dd

ad a dc c. (S a cd cd a aa,

bad , -ad c.) D a a a

a a ?

a. I , d d/dcb ?

3. G c ac ca (cd aaab a a/ca da

) ad a dac, a caa d

cad a a a/c? I , c dd c

(ca a ab, a a ab, a a dd ac ca da)

d b c?

4. W? H a d c?

5. I , a a a a caa/ad c?

a. Ca a caa/ad a ad a aca

c ?

6. H d dc c?

a. T ca b a a a c

aa.

7. D a a adda c d a?

Adda - ad a dd ca. Wc 28

PART 4

Discussion

T dc a a c a a a b d

cc c a. Pa 4 dc ac ca d d Pa 2,

a a dd ac c . T a a b d dca ac B ad B 8-a

a ac ca. T a , a, ac a

ac ca, b c d ad b ac a

cd b aca-dd a.

I a ac Kc ad Ca a a ac ac B ad B a a a c d. F caca

, a :

● Service product - a a ad b c?

● Price/charge - c d adc a acc dc?

● Distribution - d dc ac adc/ acd?

● Marketing communication - a ccad?

● People - d dc dc - a, aad,

aa?

● Consumers - adc?

○ O, cca, ...a c-, d ad , c

a ac c c d ca a ac ad

bc a (d. Kc ad Ca 55). Wc 29

● Processes - a ac a a? H a a cd?

● Physical evidence - a ca ? Wa cb

a dc? (Kc ad Ca 53).

4.1 Focus Group 1

Focus Group 1 as given the graphic labeled FG.1.

T ca d dcd Fc G 1 ad Ka W a 15

, ac. T a a dd b aca innovation (

accb) ad collaboration.

I acc c... a a Paca 1 ad, add, ...ad , a . Ka dc a c aaab a a b ca b a a a a

c (S a ad aaab Ud Sa 2011, a a caa;

A Mc dd a 2015). B S, b A Mc,

dc , , c I d b ad a ,

Paca 2 cd. I d b Ka a, b I d d b

d a c, ca a [c] b [ a]

a a--.

W a c a a-bad a, ca

D Ia a dd b E M. R. T da, dcd

1962 b Diffusion of Innovations, a a dc ad c a add a c. U a dc, ad, a b 5 :

a, a ad, a a, a a, ad aad (S). I ca d, Wc 30

c a dda ac , a ad a ad.

Ia a ad c a d dc cc; a ad a d b ca ad a a adaa (Rb 5).

I 2018, Dda bd ca Ka W Gd Sca Mda, ad

a a da, a Ka bad bc aa: a-d

a ad ac (F). T a a a Ka a Ka,

Aad Wad W a a bad. S a a a a ad ad a a Ka bad a a cad a, (Wad 4).

T b a a a ad, a a, aa ad, Ka c db a a Ka bad da (Rb). C c

a c cc d ad bad c - aa, , a Ka W a a bad (Paa).

T, cc Ka 2010 a-d caa d d

a a ac ad b a a ad c-d cad .

T caba b Ka ad adda a ad a

a a a a caa. I b a a bc c

[Ka ad ] a c bca a , Paca 3 ad. I bac ad, ca a, b a ca a. W Ka dc caba d a a a-d, c

c a aa. B d ca caa ad add

c a , Ka ca a a adc. T Wc 31

Consumer ac c a acab b a, a

Ka dad b c ad a adc

a dc.

Inbound marketing a dcd a ad Mab Mad L caa. Wa bd a c a a ad a c, bd a a b d a aac a c ad c a ac c ca ad c (Wa I Ibd

Ma?). T cc bd a c ad c . I ca, cad c - a a d b - ad b ad:

Mab c.

O b c a ab a adc (H 5). I

a cd Mab bd a dc ad a dac - . Rad a dda dac a

a a Mab, dc a a b d aa cca

.[Mab a d b a] d Kadaa a

ad. [K Kadaa: Hd.] I aa a a...

a c. Ta , ad Paca 3. H c dc

dc c a cc bd a caa.

Sa Ka W, Mab a a dad Consumers. T da

dac c Mab dc ca caa ac d ca

da a, cd YTb, Iaa, ad TT. Wc 32

Rad Da Fd ca d, ab a a a creation of a virtual community. A da dc cd B ad

B a , ca b d a a aa da Physical

Environment. I c d, Kc ad Ca, d b a

d [b] ca , a ad, a cc a, a

a (56). T ca a a , b d b

a ( a c a Fd) a d b a dc ca a a, adab b. [Da Fd] d I

a a c a a, ad Paca 1. Sc a a a b a , cd a [] a a , ad d

a a cb dc.

I ac ca da a a ad aa, a Sa a. a c . T b Ba a. d

a c a dad ca ac da (d. Sa a.

26). I ca, Fd a cad a Sa a. a a c ,

bad c b c (Sa a. 26). Cd a b, ad cad a a c b , ca a d c a a c a,

c...ad a bd b b (Sa a. 26).

Ca ad aa c a a. C

a a a bad c d ac a c

c, accd Ma Sc (C Ma''). W Wc 33 c bad a a b b a a a,

...d c a a a d ac b c ad d,

a b d c d ad dc c c dc ad c. (C Ma''). Da c a a cca b bad ( ca, Da Fd ad c) ad c (Fd

a), ad cad acab b . W a ad

ca Iaa, a a d, ac a - a cd, a, aca a a Fd ad c - ad ad a a ac cc a ad d d

a. Wc 34

FG.1 Wc 35

4.2 Focus Group 2

Focus Group 2 as given the graphic labeled FG.2.

T a cc d d a Radad ca d

engagement ad awareness. T c ac B ad B a

a Price - , acca, ac , a a cad accb c. A accb a dc addd

c , da a a dcd Ka W ca d a acab

. Paca 6 ad bd a ( ) ab

H B a , aa a a bad. H

d d ad a Radad c d ad,

a a adda ab.

I d, H B ad a a c In Rainbos d a a

cba ad a a c ac bad. B ba ca b ad ac ca (Had ad DaO R 71). I ca ca Radad dd b ba d b cd ac

bad - b a, cad ca, cc adac - ad

bad a.

Paca 7 cd H B ab a - a a bad. E a a a a ad a c c, ad, ca b

ad d a a, ca a. T ad a

a ad aca bad a a aad a...

c ad ca. D a Wc 36

Radad cd, acd baca a dad. H

bad ac Consumer ac a . E ad

d a Radad a ac c a, Radad a cc caa bca ad a ba , a V , cb ad ad d a c (d. Kc ad Ca 55).

A dcd Fc G 2 a ca d ab La d...

I ca aca dd brand partnerships ad a multi-platform approach a

a a. T aca a ab

a a, b d - a a - cdb c.

I a Bad Sa aa, L-Ad dc Ha Gd

a a a a bad a c: a c . T b cc,

a a a , [dad] a ad [c ]

a dc a a (M 51). Bad a a

Distribution ac a : a dd ac

a dd. (I d a I a cca a dc I aad d , ad a a d a...I cd

a, ad Paca 7, c a .)

W d La -a a, a bad a cc . A dcd a c , ca ad a a d a bad; ca La a T

Sa a a bad a. T a La caa a a. Wc 37

Gd dad a. La a dd

a cad a UK a Sa, aa La, a a ,

US-bad a. T a , ad , a : ac

ca ad a a a a d... a b. Wa ad caa cc a dd a dcbd ca d - da c dd ad d a a da a ca ac a adc ba, Ud Kd ad aac adc a a ad c, ad ca da caa ca aa ad d

. A -a aac a Marketing Communications ac

a - d a d ad a a a b ccad ad d d.

Paca ad a a a . Paca 8 dcbd a -a caa a a d d a d a.

I [a -a caa] cd a a a a

a ad a d ac d a, ad. I d a , I

a a a, a d b d a ad d .

H dd a ca d d a ca

d aca - TT - a d. Paca 9 cca d

Saa, a a a d ac a bc ad a

a. Wc 38

T a ca d Fc G 2 a ad a Ka, d a

b a a . Paca dd

a a a building anticipation ad ease of engagement.

T da bd aca ad a dc ac a , b

cc d d bad aa ad dc cc. I

a cca - a da acad , aab ac;

a ba a c a aab c aa

(Ec Da). W ac a aca aca ac, ca a a Ka cd a da c ac a a caa; cca, cd

da c c a. Fa d b bd aca cd

a da b a caa. I b a a cad b a a [c], ad Paca 8, d acd a bd- ad a ba cd ab c a.

Paca 10 cd a a Ka caa. I

[ ] , bca a ad ad d

... ca a bc , a ... c

d a, a ab . T ba ad cad d a

, b c, ca--ac: Ca N! T a CTA ca a c a

d - a d aa, b, a c

ac d (Paa). Ka caa a

c a Processes ac c a - b bd- Wc 39

caa ad ca a , a-- a a cc c a ab Ka c c.

A da ac a dcd c , ad a

ca - Ka d d caa a c

ad ad c ab Rainbo, c ac ad ab d

c d. E ab - - d a

a c. T da bd aca ad c , b, a, ad c c cb

a Service Product - Ka c d ac

.

Wa ad Ma dc ac a ac a dab

c, cca c J D Ia C. T c Aa M

- c aca, ac dd a b

cd (Wa ad Ma 375). T a ca

- ac a a a ccd c

a / ac , a a a cca

a dad a adc (d. Wa ad Ma 375). T cd , ac c, a a adc c c a ac - cc a ac ccd c a

a a ' c b adad, a c "

" (d. Wa ad Ma 375). Ta cda b c

Rainbo ad ad ad c, cc ca b d d Wc 40

Ka a a ac ca - a b ac c ad

. A a ab a a ba , a ca c

a ad ada. Wc 41

FG.2 Wc 42

4.3 Focus Group 3

Focus Group 3 as given the graphic labeled FG.3.

T d c a a d ca ad cd ca, b ab a a dc ca ab ca. T da experiential marketing a d c a N Ic Na caa.

Ea a a a a a a adc ac a b a a-d a, a a ca a ab cc b bad ad c (Bc). I ca, a-d a dc bad ca aa a a. [T ] a d

c ab, [c] bab a ccd bad a ,

ad Paca 11.

W dcd a , a a ca a a

c a viral marketing strategy. W aa a a cad 2007, a

a a dc Facb ad T (2004 ad 2006 c) ad

a b Iaa (2010) d b dcd, ab a cd b ad a

ca da a a da. T bad a dd, , a

a, a a c a ac d-- a ab a

dc c ad a a -ca a (Kaa). Sca da a dd ca a d da, bad cd a - b

a ad ad a a a cc caa.

I ac a a c a, Ka ad Ab da 8 cca ac 3 a a cc a a a caa (a d: Wc 43

a, aac; d: a , a a; ad:

a, c, c a, ad ca cca) (48). A dc a 8 ac ca dad cc

caa, b aca a : a, a

, ad ca cca.

A a d b dadab da d

aa. O c a c a a a (Ka ad Ab

48). I ca, d a a. T a a cad b N Ic Na

- I a b - a c; a dcd a d a

a ad a a . I [a ] a

...c I a d dc , d b cd b ab, ad Paca 11.

Adda ac a caa cad cca a a a a dd ; ab

b ad cc ca dc caa dd b bad (Ka ad

Ab 48). T Processes ac B ad B a d - ac a c a a a dd cc N Ic Na

dba caa.

A dcd d c a activism, a

H C P dca, ca ad a dd a ac. I a, , a dc ad dc - dca a Wc 44 a a cc c ca a a ab - ad dc a ac d.

I 1999, Sc Gd, d a ca SabF, dd

movement marketing - a a a d c bad a ca a a ad a, a ad a'' (M

Ma). D ac ca aca a a ca d, a d a H dca a a c. Wa a

a d ada caa d a; a a

a c, a (M Ma). Wa aa

a bd a a a bad

cc a. Gd d , ab a , ad ca ab a

dc c - a ac a. B

aca, adc a aa da a bad.

T ac a dc acad H dca - ad a a

a H cd ab - c caa a a c a

Gd d ac. I d a C P dca b

ad . S d I a c ada ad a

a a ca a a aaab a b

ca ad , ad H c (C P Pdca - H).

T a a a ad a Consumer ac

c a . W H C P dca

a a ac d a a b a bad ca ac, a Wc 45

cc dad a dca adc ad a ad a da

.

T a ca d dcd ac a c ad Bc ab, acd a Iaa . Paca d c dd

a c Bc a acc, b dd a a

aa a c - surprise. Bc dc

a a ab ac a cc a Radad,

a aacd caa a cdd (ad b a c, )

a.

I a Haad B R ac c a,

Sc Rdc c a a cc: 1) addc, 2) ca, 3) ca ba, 4) a, ad 5) ad ca (Rdc). O ca a

dad cc B caa Rdc da a a a. A ca ac - ad a a Bc - d ab b ca -ad b a , a -ca, a ad ad d c ac da ab.

W ca dad a, Bc a, cd ac a ab

(b a , Iaa ) d b a a ca da ba ab. A d a ca d, ac

ad a . Na a a a ,

a a ad a; a (Mac 2021), c c a Fba 14, 2021. A ac Rdc da a b . Wc 46

O cd a Ka ad Ab da a viral marketing strategy a

dcd a N Ic Na caa - Bc a d

a a ad a . A a a dcd , Bc

d Consumers - b c ad aad caa a

a ac Marketing Communication . Wc 47

FG.3 Wc 48

PART 5

Conclusion

The absolute transformation of everthing that e ever thought about music ill take place ithin 10 ears, and nothing is going to be able to stop it. I see absolutel no point in pretending that it's not going to happen. - David Boie, 2002 (qtd. in Pareles)

T dad c a a . W

a a dc c a a d a ab a a, a

b a aa aa cdcd a. Ad ac ad 12 c aca, cc d

a c a ca a ab c a. F ca bacd dd ca dc.

I 1999 Sa Fa cad adca c d dc

Na - a a b a ad a c a (ad ca!) a b. W a 1 b CD d a 2000, da a ca c a a acad. I dd c , . O

aac ca A 2000, a a bad Maca d Na

c , ac, ad a da ad a d a

ad a b (D). A Maca , 335,000 bad (D). Ca d a aab.

W ad a ab a ac a cd d b, da -a a c a ad c c, ad S

K, a Appetite For Self-Destruction: The Spectacular Crash Of The Record

Industr In The Digital Age, a BBC Mc (d D). T a a Wc 49 c . N dc d ad cd c cca

a b Na b S Jb ca a T S

(d. D).

T a Na ad c, a d c-c c, ad K, d a da c d:

W a ac, Na acad a a ca a a cba

A/T, YTb, S ad ca da, a c da

dc ad c c da, a. T c d a d

, b 10 15 a. Ta a

d a dd b, a ca c a a.

(d. D.)

Ta c ca 2001 a c a a T, a b Na d bac (D). T, 2003, T S a ad.

T dc a cd da c. C d a b ad ca ad a d' a aab . T

T Mc S a dba b, ad S Jb ca

dc a (A).

I a N Y T ac d ab, Dad B addd a

Mc bc a cc (d. Pa). T da acc ca , ad 2006 dc Sd

c a c S. M bca aaab a aa a

a - ad a S a aaab Ud Sa 2011, d a Wc 50

b. Sc Na, L, ad G c d a a - , a a ac, c ca dd (D). T $11.1 b cdd c d 2019

a a $22.4 b cdd 1999 (S). I ad a ca a aa ac, ad S d Da E a Ta . T a

b a ca a c a a b a ac ad a a ca c d (d. Na).

K a a a , ca a, da a b a b d c a a , ca a a

(Caa). T a a a a c ca ac, b a

a bc a , ca a c c a

ca da a c. A , , aca a, ad c a a a a.

Tda, a c ad cc acc a d ad

c d. Accd Saa, a 2020 a $4.68 b a

, $3.79 b c ca b abd ad bc c, S,

A Mc, ad Tda (Sa Mc R). W c a c

c aca d ac a - ca S

d a ad a ad. I d [S c da a] a , ad a a I d c, ad Paca 11.

W c a - a , ad c db, ac a a, ad - a a a b a Wc 51

a c da, a b b a aad. Pa a a c d a a c dc, b

a c c cc; d A Had, Sa Fa.

M L Fa (Had). T a a aa S

ad c b aa. I a d, a ac ca a ad daa a c.

Ha c a c a a cc. I db ad accb, ca a adca ac d ad b acc

, ac a c aaab. Ha c

a c , , the a cc.

Accd a 2014 d cdcd b Iaa Fda Pac

Id, c a $500,000 $2,000,000 ba a a, a a

a bd ($200,000 - $700,000) a ad (d.

R). O ca d d, a ad d a c (ad ca) a ab cc. Saa a,

2021, da ad d cb $389 b da - d b

d (Gba Da Ad Ma 2023)?

W a aca d S c dc,

cda d ca: ca da.

TT, a a ad d c, a a c d

c dc, ca ac . A a a c

d , TT a d ac a, Paca 10 ad. I TT a ad Wc 52

a ad a , I a b a ab c

, ad I S [] YTb ad I ad aa.

O d c dc c a aca ac

c a T. I a a a T...ad

ac O, I a a ab, []

O, cc , I a . S a a d c

c c I d, ad Paca 6. Paca 5 d c S

T, add a a a.

I aca YTb Mc S bca YTb a

a [c] , Paca 7 ad, Paca 2 add, I d a YTb

Mc, b I YTb... d S - I d

YTb ad add a. Sa aa da a cd

c c, b a ad ab, a ca da d b

dad.

W a c ad d cd, a -

a d a a a? I dc dc c a, b b dd b dc, , ad ac.

Music discovery is often accidental.

I c a, dc a ca b a a a a

dd. Ad , a a. Wc 53

I d a c a [Iaa, Facb], bca a

a c ad a ad, Paca 3

ad. b c, I d a .

I d d [b d ad,] addd Paca 4. I , W,

a a d, [] a ... bab

I d , I d . I a c.

Paca 2 dc bd c d Tad b OK G, ab a d. I c

ba ad I aa d c, ad. H, aa

aad a a c d a a a a a.

A a d c aa cadc,

cc c a ad baac b ad

a. Mab Mad L ca d a c a ca

a; da bd a c ac. C a

a ad a dc - a a dc a d .

Pa a .

Consumers want to be connected with authentic people - not just “artists.”

F ca da a d a

ad aacd , ad c, ad Paca 8. A

d da, a a a a - d bad. Wc 54

I a a ca da c, ad Paca

10. I aca, I d Laa [D R]. I d a, b d ad

bac ca da ad I d a ab a a a ,

ab a a , ad I d ad dc a a dd

...ad I a , D I a a ? N. W a a ca

da c b da a, a aca aca d

ad dc a ac.

Ac ad a ab Ka ad Ka W ca d - b a a d a bad a. F a caa d a caab ad aac.

I a ca a a ada a , Paca 9 addd a d Fc G 2. F a, O T. H a

a... . Ad a I c.

Music campaigns must be built to last.

Tad aca, a, ad c a aa dd

Aca-Aca c - b ac a acd Aaaca c ad c

d (McCac). E , a ad

a ca ad d , dad c a caa ca b b a. B a d add ad aa

a, c as c.

T c Aca-Aca c cad Aaaca ad dac a ad ad. O Aaaca a a dc Wc 55

ba, c ad Aca W Aca 19 c. Oa dad a a , a M S 1840 a cad Aaaca ba (McCac).

N a cd ca c; bca ccad

. A , Aaaca c ad acd : A ad c c a ''. S a d a ad

ad ca ca aa (McCac). T c Aaaca a

a ab c ad a a ad a, cb da d a ada (McCac).

H, McCac , acc aa ad dc cdd

d b cca c a. T dd, a cc a bad c, bca d 1920 Aaaca. T dcad a a d c bad ab a a

c; dc a d bca bdd. T d- c, cd

ca d d d Aaaca c, aad a 20 c; b 1928, Od-T a cdd Sa & Rbc ad (McCac).

T Ga D ad cca d -c, a a d a d a a ad B G - b da c c. B ada d- Aaaca c a dd ;

d bac b a aca '' c, accd McCac. A

S Aaaca, aca Va, W Va, ad N Caa, d Wc 56

ad ca d ba ad dd, a Sd' J ad Aaa

Ta ad . (McCac).

P ad a c, 20 c Aaaca 17 c Ld, a c a c b ad d b c. S

Gd d a b. A b, accd Gd, ccd ac , a

ad, ad a da (Sa). T a b d ad ad ad a d c; a ca cca a. I

d, a c, a aab .

L a ba, a, ab a c a ad ac c.

T cc a caa dd a a a

- a da a, , caa . Ca

Radad ad Bc, b a ca a c,

d a a a (a a, ) ca b. E

, b ca d (ad c ) cca ac a -

b c c c ad ac .

Tda a a bc d c, b a

d da a ca c c. H ac a caa a a? W a a a d d? Qc

d a a a - b a

d cc ab caa. Wc 57

A aa d da a d, a c a c

c a . Mc c ad d

a ad a ccad ad ad ac d. T a c ac a aa c.

Ma, a a, ab ad ca cc. F c,

c a ab d a. A a d a a ad a abc d b b, b a a, a, ad

c a d a ad ca. T cc a a a d . Wc 58

W I a c, I a da. I a ab. I . I a ad

a , ad a.

H Dad Ta Wc 59

Bba

1. A, M. The SAGE Encclopedia of Communication Research Methods. 4 .

Tad Oa, CA: SAGE Pbca, Ic, 2017. SAGE Research Methods. Wb. 12

A. 2021, d: 10.4135/9781483381411.

2. Ad, Rb. Daa O Radad E: 38 Pc O Dad C

T Pa. Gigaom, Ga, 6 N. 2007,

a.c/2007/11/06/419-daa--adad--38-c--dad-c

--a/.

3. A Lac IT Mc S. Apple.com, A N, 28 A. 2003,

.a.c//2003/04/28A-Lac--T-Mc-S/#::

=A%2028%2C%202003-,A%20Lac%20%20T%20Mc%20S

,%20%2C%20%20bc%20.

4. Baaba, Y. Histor of Marketing Mi from the 4P's to the 7P's, LdI,

.d.c//-a---4-7--baaba.

5. Bc, Bad. 15 Ea Ea Ma Caa Ta' G Y

S E E. HubSpot Blog,

b.b.c/a/b-a-a-caa#::=Ea

%20a%2C%20a%20cad%20%22a,b%20a%20%20ad

%20.

6. Ca, Rcad A. T Pbc Ma Mc. International Revie of the

Aesthetics and Sociolog of Music, . 26, . 1, 1995, . 123132. JSTOR,

../ab/836969. Accd 22 Fb. 2020. Wc 60

7. Ca, Maa. E Ma T F Pdc Ma

Oa. Marketing-Insider, 21 Ma. 2020,

a-d./--a-/#::=T%20%20%2

0a%20%20a%20%20dc%20a.,%20dc%2

0c%20ad%20c.

8. cd. Leico.com. Lc, 2021. Wb. 11 Mac 2021.

9. cdca. Leico.com. Lc, 2021. Wb. 11 Mac 2021.

10. C Ma. Marketing Schools, 15 N. 2020,

.a-c./--a/c-a/.

11. C, T.H. B a. Scc M G,

://cc.cc../bc/c117385/b-a-

a.

12. C, Saa a. T ca d aac. BMC medical research methodolog .

11 100. 27 J. 2011, d:10.1186/1471-2288-11-100

13. C P Pdca - H. H, 30 S. 2019,

://.c/c--dca/ `.

14. Dad B ad T Y Ra Va Mc. Wired, Cd Na, 16 Oc.

2018, .d.c/2007/12/-/?cPa=a.

15. Dd Radad' 'I Rab' H B Aca Daa Mc Id?

NME, 9 Oc. 2017,

..c/b/-b/dd-adad--ab--b-aca-daa

--c-d-765394. Wc 61

16. D, S. Na T 20: H I Cad Mc Id. BBC

Culture, BBC,

.bbc.c/c/ac/20190531-a--20---cad--c-d

.

17. d'Ec, Facc, a. Acaca Edc Ec Laa,

Sb, ad McA Aa Mdca Pc. Journal of World

Prehistor. 17. 1-70. 10.1023/A:1023980201043.

18. Ed H Pa. Wikipedia, 7 Mac. 2021,

://.da.//Pa.

19. H Da D Ha Ba. Into Action Recover Centers, 3 Dc. 2019,

.acc.c/-da-d--ba/.

20. F, K. 'T' a M I': T Ka W Gd Sca Mda.

Digida, 19 A. 2018,

dda.c/a/--a--d-ca-da/.

21. Gaad, Ec. T 'I Rab' E: Dd I W? NPR, NPR, 17 N. 2009,

../c//2009/11/__ab__dd..

22. Ga, A. T Da Ab Caa. Medium, Md, 3 A. 2018,

d.c/@a/-da---ab-caa-80b81b542.

23. Global Citien. Gba C, ://.bac.//. Accd 22 N.

2020.

24. Gba Da Ad Ma 2023. Statista, Saa Rac Da, 14

Ja. 2021, Wc 62

.aa.c/ac/237974/-ad-d-dd/#::=I%

20a%20cacad%20a%20,389%20b%20da%20%202021.

25. Had, C, ad Facca DaO R. Adc Ba B Ba:

Wa Ca Md Bad B Ba Sa Ab A Adc?

International Journal of Arts Management, . 19, . 1, Fa 2016, . 6982.

EBSCOhost,

ac.bc.c/.a?dc=&db=b&AN=118418679&=-

&c=.

26. Had, A. A Had. Ari's Take, 14 Oc. 2020,

aa.c/500000--/.

27. H, K. Mca Rac S Sa Ma E. Marketing

Nes, . 19, . 10, Ma 1985, . 420. EBSCOhost,

ac.bc.c/.a?dc=&db=b&AN=19084081&=-&

c=.

28. H CD: 40 Ya Cac Dc - CBBC Nd. BBC Nes,

BBC, 12 Ma. 2019, .bbc.c./d/47441962.

29. Hba, Jac. Bc U O Wd O M T Ma S N Ab.

Forbes, Fb Maa, 17 Dc. 2013,

.b.c//acba/2013/12/17/bc---d----a

---ab/?=696db6971c91.

30. H, Ha. H Uac H N 'Na Cd P' EP: 'I' a Ta Y N

S P'. Billboard, 15 A. 2020, Wc 63

.bbad.c/ac/c/c/8473841/-a-cd---

a-a.

31. Ia, Dad. T E B Md. Small Business - Chron.com,

C.c, 26 Oc. 2016,

ab.c.c/-b-d-77617..

32. Ka, C., ad A. Ab. H Ua V -- Sca N a a H

Va Mc Ma. 2013 IEEE 15th Conference on Business Informatics, Business

Informatics (CBI), 2013 IEEE 15th Conference on, Cbi, J 2013, . 4754.

EBSCOhost, d:10.1109/CBI.2013.16.

33. K, S. Appetite for Self-Destruction: the Spectacular Crash of the Record

Industr in the Digital Age. CaSac Idd Pb Pa, 2017.

34. Kbac, K, ad Rb C. Ma Ma, Mc, ad Ma. Journal

of Marketing Management, . 20, . 56, J 2004, . 577590. EBSCOhost,

d:10.1362/0267257041324025.

35. Kc, Ea ad Ca, Cada-Iaba. T Ed Pdc Ia

Da ad Lad Gaa Mc, Na Ma M Mc

Id. Studia Universitatis Babes-Bolai, Negotia, . 64, . 3, S. 2019, .

4560. EBSCOhost, d:10.24193/bba.2019.3.03.

36. K, Dad. Z' H: N Ic Na G Cc. Rolling Stone, R

S, 25 J 2018,

..c/c/c-/---c-a--cc-56414

/. Wc 64

37. Lab, C. Ka W Ad GOOD Fda: T Mc Ta W' B F.

Forbes, Fb Maa, 19 A. 2019,

.b.c//cab/2019/04/19/a--ad-d-da--c-

a--b-/?=6972c630b.

38. M, R. T Ma Mac Bad Bad. Brand Strateg , Fb. 2008, .

5051.

39. McCac, Dbb. Aaaca Tada Mc. A Short Histor of Appalachian

Traditional Music, 27 A. 2000, .ad../ac/aaac..

40. M Ma: 4 Sa F Sa A Bad M. Advertising

Agenc, 27 Fb. 2020,

.ab.c/-a-4-a--a-a-bad-

/#::=M%20Ma%20%20a%20a,%20%20c

a%20%20d.

41. Na, R. Da E P: 'S W B W T B'. The

Telegraph, Ta Mda G, 17 Fb. 2010,

.a.c./ac/bc/dacadc/da/725950

9/Da-E--S--b----b..

42. O'D, A K., "Mc Ma Da Na" (2019). H C

T. 231. ://dac.ac.d/c_/231.

43. Od, Ja R., a. Mc Ma: A H ad Ladca. Journal of

Retailing and Consumer Services, . 18, . 2, 2011, . 120125.,

d:10.1016/.c.2010.12.002. Wc 65

44. Paa, Sa. Iac: Facb CTA B Ra D W. NetRoll Blog,

2 J 2015,

b..c/b-acc/a-acb-ca-b-a-.

45. Paa, S. Bad Maa: T Pc bd Bad W L. Bnder,

Bd. 24 S. 2020, .bd.c//b/c-bd-bad/.

46. Pa, J. Dad B, 21-C E. The Ne York Times, T N

Y T, 9 J 2002,

..c/2002/06/09/a/dad-b-21-c-..

47. P SMS Ma a Sca. SuperPhone, ../.

48. Rad, Ya, a. Ca Sd Md: A S-b-S Gd B

Rac. Iaa Ja Qaa Md, Ja. 2019,

d:10.1177/1609406919862424.

49. Rb, L. A Sa D Ia. Ca, Ja. 2009.

50. Rdc, Sc. S I S M P Ma T. Harvard Business

Revie, 7 A. 2014, b./2013/05/-----.

51. R, Pa. I Ta a La $500,000 Ba a N A.... Digital Music

Nes, 26 N. 2014,

.dac.c/2014/11/26/a-a-500000-ba--a/.

52. Sa, Ja, a. T U Sca Mda A Ma: Mc Id

Pc ad C Ma. International Journal on Media Management,

. 15, . 1, 2013, . 2341., d:10.1080/14241277.2012.755682. Wc 66

53. S, C. D Ia: H Ad N Ida ad

Tc Sad. CRM.org, 21 A. 2020,

c./ac/d--a.

54. S, Da. D Sa, Rcdd Mc R D 50% 1999

Pa. Digital Music Nes, 24 Fb. 2021,

.dac.c/2020/08/27/cdd-c--dca/.

55. Sa, B. Bc Rc Tad Sca Mda' P. The Ne York

Times, T N Y T, 16 Dc. 2013,

..c/2013/12/16/b/da/bc-c-ad--ca-da

-.?_=0&a=-a&&=a&=b.

56. Sa Mc R U.S. b Sc 2020. Statista, Saa Rac

Da, 8 Ja. 2021,

.aa.c/ac/492881/da-c-----b-c/#::=S

a%20c%20%20%20%20Ud%20Sa%20a%20b%20

ca,ad%204.68%20b%20U.S.%20da.

57. Sa, Raa. H Fd Y Tb (Ad G Y B Pc).

IMPACT, 24 Fb. 2021, .ac.c/b/--d--b--d.

58. T Radad R? Music Business Research, 6 Ma 2010,

cbac.d.c/2010/05/06/-adad-/.

59. Wad, Aad. Ka W: T Bad. The Universit of Tennessee, Knoville,

Cac' H Pa Pc, 2016. Wc 67

60. Wa, M, ad Ma Ja. T (R)Ma Dab P: Ia C ad

J D. Popular Music, . 28, . 3, 2009, . 367380. JSTOR,

../ab/40541512. Accd 23 Fb. 2020.

61. W, Ka. (@a). I a d c I d 1

d A 22, 2010. T.

62. Wa I Ibd Ma? LeadG2,

ad2.caa.c/a--bd-a.

63. Wa I Ma? - T D Ma - AMA. American Marketing

Association, .aa./-d--a-a--a/.

64. Vca. Rcd Pa H. Victrola, Vca, 27 Ma 2019,

ca.c/b/ac/cd-a-.

65. Vca VV-XVI T S - a 1906 Vca. VcRcd.c

Vc Vca Vc Ta Mac C. VMI.

://.ccd.c/19061924.

66. "Ya Z N Ic Na ARG Dca." YouTube, add b AcK, 2

Ja 2020, ://.b/JDGZH-PEY.

67. 2019: T Ya' B Mc Ma Caa. Sandbo, 11 Dc. 2019. Sandbo,

ca.c/2019/12/12/adb--242--a-b-c-a-caa

-2019/.