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RELEVANCE and USE of SOCIAL MEDIA in the MODERN MUSIC INDUSTRY Account of My Internship at Artist Management Agency Rock’O Co Vzw

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RELEVANCE and USE of SOCIAL MEDIA in the MODERN MUSIC INDUSTRY Account of My Internship at Artist Management Agency Rock’O Co Vzw Faculteit Letteren en Wijsbegeerte Vakgroep Taal en Communicatie Master in de Meertalige Bedrijfscommunicatie RELEVANCE AND USE OF SOCIAL MEDIA IN THE MODERN MUSIC INDUSTRY Account of my internship at artist management agency Rock’o co vzw. Eva Afschrift (20055588) Master dissertation, 2009-2010 RELEVANCE AND USE OF SOCIAL MEDIA IN THE MODERN MUSIC INDUSTRY Account of my internship at artist management agency Rock’o co. BEDRIJF VERANTWOOR- AFDELING TAKEN TALEN PERIODE DELIJKE Rock’o co management vzw J. Vereecke - Administratieve taken Nl, E, Fr 4-8.10 Lucas Munichstraat 102 Individueel onderzoek 9000 Gent over social media in de muziekindustrie Tel +0032 (0)9 329 41 31 Vertalen persteksten [2] ACKNOWLEDGMENTS It’s eleven at night, and I can finally write the last words that will ever be written in this document. This Master dissertation is my last academic achievement and was a tough challenge. I have many people to thank who helped me to get through the process of writing this final piece. First of all I would like to thank the Rock’o co crew for giving me the opportunity of doing an internship in the music industry, which has been a dream for me since many years. Thanks Jeroen, Maarten, Els, Klaartje and Hendrik! But especially, thank you Berbel! You made administration fun, you were great, loving company and above all you were a super mentor. My friends and family – you know who you are – also deserve an honourable mention in these acknowledgments, as they knew how to keep on motivating me. And definitely a big thank you to Niels, for all the pep talk these last two days. Thank you for believing in me! Last but not least, I want to thank Tom Bruyer. He did a great job in coordinating everything and helped us whenever and wherever he could. You did great, Tom! It has been a great year for me with a lot of very rewarding and interesting experiences. Now I feel ready to leave my student days behind and start the real life in the real world. Eva [3] TABLE OF CONTENTS ACKNOWLEDGMENTS ....................................................................................................... 3 TABLE OF CONTENTS ......................................................................................................... 4 PREFACE ......................................................................................................................... 10 CHAPTER 1: ROCK’O CO MANAGEMENT VZW .................................................................. 11 1.1 INTRODUCTION AND GENERAL REMARKS.............................................................................................. 11 1.2 COMPANY AND ITS STRUCTURE ........................................................................................................... 11 1.2.1 Company Profile ................................................................................................................... 11 1.2.2 Short Company History ......................................................................................................... 11 1.2.3 Mission Statement and Philosophy ...................................................................................... 12 Mission ..................................................................................................................................................... 12 Philosophy ................................................................................................................................................ 13 1.2.4 Operation .............................................................................................................................. 15 Internal Operation ................................................................................................................................... 15 Logistic Support........................................................................................................................................ 18 Sales and Distribution Strategy ................................................................................................................ 19 Research and Development ..................................................................................................................... 19 Audience Soliciting ................................................................................................................................... 20 1.2.5 Financial Situation ................................................................................................................ 20 Revenue Structure ................................................................................................................................... 20 Revenue Fluctuation ................................................................................................................................ 20 Government Subsidy ................................................................................................................................ 21 1.2.6 Productions ........................................................................................................................... 21 [4] Barbie Bangkok ........................................................................................................................................ 21 Billie King .................................................................................................................................................. 21 Briskey ...................................................................................................................................................... 22 Broken Glass Heroes ................................................................................................................................ 22 Liesa Van Der Aa and Louisa’s Daughter .................................................................................................. 22 Mintzkov .................................................................................................................................................. 22 Roosbeef .................................................................................................................................................. 23 Styrofoam................................................................................................................................................. 23 Sukilove .................................................................................................................................................... 23 The Bony King of Nowhere ...................................................................................................................... 23 The Crab Four ........................................................................................................................................... 23 The Germans ............................................................................................................................................ 24 The Go Find .............................................................................................................................................. 24 The Partchesz ........................................................................................................................................... 24 The Van Jets ............................................................................................................................................. 24 Tom Pintens ............................................................................................................................................. 24 1.3 FLEMISH ARTIST MANAGEMENT FIELD ................................................................................................. 25 1.3.1 Competition .......................................................................................................................... 25 Intro: MMaF or Music Managers Federation ........................................................................................... 25 Close Competitors .................................................................................................................................... 25 Big Competitors ....................................................................................................................................... 26 Other Players ........................................................................................................................................... 27 CHAPTER 2: THEORETICAL FRAMEWORK ......................................................................... 30 2.1 INTRODUCTION ................................................................................................................................ 30 [5] 2.2 WHAT IS SOCIAL MEDIA? .................................................................................................................. 31 2.2.1 Definition .............................................................................................................................. 31 2.2.2 Four Pillars and a Goal .......................................................................................................... 32 2.2.3 Different Types of Social Media ............................................................................................ 32 Social Networking .................................................................................................................................... 33 Publish .....................................................................................................................................................
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