UNIVERSITY OF LJUBLJANA FACULTY OF ECONOMICS MASTER’S THESIS MUSIC ARTIST MANAGEMENT OF BALKAN MUSIC CELEBRITIES IN SLOVENIA - THE CASE OF UČITELJICE Ljubljana, June 2017 ANA MARIJA MIHELIČ AUTHORSHIP STATEMENT The undersigned Ana Marija Mihelič, a student at the University of Ljubljana, Faculty of Economics, (hereafter: FELU), author of this written final work of studies with the title Music artist management of Balkan music celebrities in Slovenia - the case of Učiteljice, prepared under supervision of prof. Adriana Rejc Buhovac, DECLARE 1. this written final work of studies to be based on the results of my own research; 2. the printed form of this written final work of studies to be identical to its electronic form; 3. the text of this written final work of studies to be language-edited and technically in adherence with the FELU’s Technical Guidelines for Written Works, which means that I cited and / or quoted works and opinions of other authors in this written final work of studies in accordance with the FELU’s Technical Guidelines for Written Works; 4. to be aware of the fact that plagiarism (in written or graphical form) is a criminal offence and can be prosecuted in accordance with the Criminal Code of the Republic of Slovenia; 5. to be aware of the consequences a proven plagiarism charge based on this written final work could have for my status at the FELU in accordance with the relevant FELU Rules; 6. to have obtained all the necessary permits to use the data and works of other authors which are (in written or graphical form) referred to in this written final work of studies and to have clearly marked them; 7. to have acted in accordance with ethical principles during the preparation of this written final work of studies and to have, where necessary, obtained permission of the Ethics Committee; 8. my consent to use the electronic form of this written final work of studies for the detection of content similarity with other written works, using similarity detection software that is connected with the FELU Study Information System; 9. to transfer to the University of Ljubljana free of charge, non-exclusively, geographically and time-wise unlimited the right of saving this written final work of studies in the electronic form, the right of its reproduction, as well as the right of making this written final work of studies available to the public on the World Wide Web via the Repository of the University of Ljubljana; 10. my consent to publication of my personal data that are included in this written final work of studies and in this declaration, when this written final work of studies is published. Ljubljana, June 5th, 2017 Author’s signature: _________________ TABLE OF CONTENTS INTRODUCTION ............................................................................................................... 1 1 EVOLUTION OF THE MUSIC INDUSTRY .............................................................. 4 2 CHALLENGES OF THE MUSIC INDUSTRY TODAY ........................................... 6 2.1 Perspective of the industry ...................................................................................... 6 2.2 Perspective of a potential music star in the Balkan region ...................................... 8 2.3 Perspective of a Manager/Agent in Slovenia ........................................................ 10 3 MUSIC BUSINESS IN SLOVENIA ........................................................................... 12 3.1 Event organization ................................................................................................. 17 3.2 Marketing of events ............................................................................................... 19 3.3 Artist support system ............................................................................................. 21 3.4 Booking and event management ........................................................................... 23 3.5 Record label & song releases ................................................................................ 24 3.6 Public relations ...................................................................................................... 27 3.7 Online promotion .................................................................................................. 30 3.8 Branding ................................................................................................................ 31 3.9 Social networks and YouTube .............................................................................. 32 4 UČITELJICE: CASE STUDY .................................................................................... 33 4.1 Support system and live performances .................................................................. 34 4.2 Song history of Učiteljice ...................................................................................... 36 4.3 Public relations ...................................................................................................... 37 4.3.1 Portals and magazines ............................................................................... 38 4.3.2 Television .................................................................................................. 39 4.3.3 Radio .......................................................................................................... 40 4.4 Online promotion .................................................................................................. 42 4.5 Branding of Učiteljice ........................................................................................... 43 4.5.1 Logo – the symbol of brand ....................................................................... 43 4.6 Social networks and YouTube .............................................................................. 44 4.6.1 Growth of Facebook page ......................................................................... 44 4.6.2 Activity and interaction ............................................................................. 45 4.6.3 Distribution of Fans ................................................................................... 47 4.6.4 Events ........................................................................................................ 48 4.6.5 YouTube .................................................................................................... 50 4.6.6 Views and subscribers ............................................................................... 51 4.6.7 Distribution of fan base by age .................................................................. 51 4.6.8 Where do Fans come from? ....................................................................... 53 4.7 Instagram ............................................................................................................... 54 i 5 SUGGESTIONS FOR THE FUTURE ....................................................................... 57 5.1 Support system and live performances ................................................................. 57 5.2 Public relations ...................................................................................................... 57 5.2.1 Magazines and portals ............................................................................... 57 5.2.2 Television .................................................................................................. 57 5.2.3 Radio ......................................................................................................... 58 5.3 Online promotion .................................................................................................. 58 5.3.1 Logo .......................................................................................................... 58 5.3.2 Activity and interaction: Facebook ........................................................... 59 5.3.3 Distribution of fan base ............................................................................. 59 5.3.4 Events ........................................................................................................ 59 5.3.5 YouTube .................................................................................................... 59 5.3.6 Instagram ................................................................................................... 60 CONCLUSION .................................................................................................................. 60 REFERENCE LIST .......................................................................................................... 62 APPENDIX ........................................................................................................................ 65 LIST OF TABLES Table 1. Comparison of event venues ................................................................................. 19 Table 2. Number of concerts of Učiteljice in Slovenia ....................................................... 34 Table 3. A song list of the group Učiteljice ........................................................................ 36 Table 4. Most played songs in the Balkan region: Slovenia, Bosnia, Montenegro, Macedonia ............................................................................................................. 41 Table 5. Most played songs in the Balkan region: Croatia ................................................. 42 Table 6. Age of viewers in percentage for channel UčiteljiceOfficial on August 23, 2016 ......................................................................................................................