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Examensarbete Kandidatnivå Artistmarknadsföring På Instagram

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Examensarbete Kandidatnivå Artistmarknadsföring På Instagram 1 Examensarbete kandidatnivå Artistmarknadsföring på Instagram Fyra kvinnliga popartisters marknadsföring på Instagram Författare: Rosanna Nordquist Handledare: Henrik Stub Seminarieexaminator: Karin Eriksson Formell kursexaminator: Thomas Florén Ämne/huvudområde: Ljud- och musikproduktion Kurskod: LP2009 Poäng: 15 hp Termin: HT2019 Examinationsdatum: 17 januari, 2020 Vid Högskolan Dalarna finns möjlighet att publicera examensarbetet i fulltext i DiVA. Publiceringen sker open access, vilket innebär att arbetet blir fritt tillgängligt att läsa och ladda ned på nätet. Därmed ökar spridningen och synligheten av examensarbetet. Open access är på väg att bli norm för att sprida vetenskaplig information på nätet. Högskolan Dalarna rekommenderar såväl forskare som studenter att publicera sina arbeten open access. Jag/vi medger publicering i fulltext (fritt tillgänglig på nätet, open access): Ja 2 Abstract Social media has changed the way media and advertising works. This essay explores how artists use Instagram to promote themselves and their music. Twenty posts from four artists were analyzed via content analysis. The purpose was to identify main aspects of their use of the platform and what the response they got was. The result showed that the artists seemed to have a close relationship with their fans, being personal but not private. Posts included obvious advertising, pictures and videos of the artists and interactivity with fans. The response was mainly positive. In conclusion this study shows that artists, and brands in general, will have better success from a marketing standpoint if they continuously post content on Instagram that is interesting, interactive and relatable for their target audience. Keywords: marknadsföring, Instagram, sociala medier, innehållsanalys, musikbransch 3 Innehållsförteckning 1.1 INLEDNING ..................................................................................................................................................... 1 1.2 SYFTE ............................................................................................................................................................. 1 1.3 FRÅGESTÄLLNINGAR ..................................................................................................................................... 2 1.4 AVGRÄNSNING ............................................................................................................................................... 2 2. TIDIGARE FORSKNING OCH TEORI ......................................................................................................... 3 2.1 TEORI ............................................................................................................................................................. 3 2.1.1 Traditionell marknadsföring .................................................................................................................. 3 2.1.2 Innehållsstrategi för sociala medier ....................................................................................................... 4 2.1.3 Sociala mediernas eget syfte .................................................................................................................. 4 2.1.4 Sociala medier som medierad social interaktion ................................................................................... 4 2.1.5 Mediers delbarhet ................................................................................................................................... 4 2.1.6 Musikbransch ......................................................................................................................................... 5 2.1.7 Fankulturer i sociala medier .................................................................................................................. 5 2.2 TIDIGARE FORSKNING ................................................................................................................................... 6 2.2.1 Innehåll på sociala medier ..................................................................................................................... 6 2.2.2 Marknadsföring inom musikbranschen .................................................................................................. 7 2.2.3 Artistens relation med fansen ................................................................................................................. 8 2.2.4 Är sociala medier socialt? ...................................................................................................................... 9 2.2.5 Forskning kring Instagram ..................................................................................................................... 9 2.3 SAMMANFATTNING TEORI OCH TIDIGARE FORSKNING .............................................................................. 10 3. METOD ............................................................................................................................................................. 11 3.1 URVAL .......................................................................................................................................................... 11 3.2 DATAINSAMLING .......................................................................................................................................... 12 3.3 ETISKA ÖVERVÄGANDEN ............................................................................................................................. 12 3.4 GENOMFÖRANDE ......................................................................................................................................... 12 3.5 METODKRITIK ............................................................................................................................................. 13 4. RESULTAT OCH ANALYS ........................................................................................................................... 14 4.1 STATISTIK OCH ÖVERBLICK ........................................................................................................................ 14 4.1.1 Sammanfattning av artisterna .............................................................................................................. 14 4.1.2 Engagement rate (ER) .......................................................................................................................... 14 4.1.3 Generella drag i inläggen .................................................................................................................... 15 4.1.3 Kommentarernas innehåll .................................................................................................................... 16 4.2 INLÄGGENS INNEHÅLL ................................................................................................................................. 17 4.2.1 Dodie .................................................................................................................................................... 17 4.2.2 Billie Eilish ........................................................................................................................................... 18 4.2.3 Halsey ................................................................................................................................................... 19 4.2.4 Maia (Mxmtoon) ................................................................................................................................... 20 4.5 SAMMANFATTNING ...................................................................................................................................... 21 5. DISKUSSION .................................................................................................................................................... 22 5.1 METODDISKUSSION ..................................................................................................................................... 23 6. SLUTSATS ........................................................................................................................................................ 24 7. KÄLLFÖRTECKNING ................................................................................................................................... 25 1 1.1 Inledning Den här uppsatsen studerar hur fyra kvinnliga popartister presenterar sig på det sociala mediet Instagram. De fyra artisterna är Billie Eilish, Dodie, Mxmtoon och Halsey. En avsikt med studien är att granska huruvida artisterna använder plattformen i traditionellt marknadsföringssyfte, så som att etablera kundrelationer, eller om de använder den i syften som ligger bortom en typisk affärsrelation av marknadsföringskaraktär. Sociala medier har gjort det enklare för artister att själva styra sin kommunikation med omvärlden, inklusive marknadsföringen. Digitala format har medfört nya möjligheter kreativt och ekonomiskt inom musikbranschen, en form av paradigmskifte. Den lättillgängliga distributionen på sociala medier har suddat ut linjerna mellan privat, professionellt och offentligt (Andersson, 2017:33). Detta skifte är komplext, för att lyckas med marknadsföring gäller det att ha koll på aktuella trender och därmed vara relevant på sociala medier (Trendjackers, 2017). Marknadsföring för artister är nödvändigt för att nå ut till omvärlden, det är till stor del marknadsföring som gör att människor hittar musiken (Fitterman, 2013:15). Hur marknadsföring görs mest ”effektivt” på sociala medier
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