國立中山大學管理學院國際經營管理碩士學程 碩士論文 Master of Business Administration Program in International Business National Sun Yat-sen University Master Thesis 台灣嘻哈音樂季之案例分析 The Case Study of Taiwan Hip-Hop Festival 研究生：賈達立 Jakub Haidari 指導教授：陳媛玲 博士 Dr. Yuan-Ling Chen 中華民國 107 年 06 月 June 2018 i I want to dedicate this master thesis to six people who have been by my side in overcoming this great challenge in my life, and that have motivated me to be a better person and professional every single day. All these people were there for me when I was at the bottom and therefore they deserve to be there when I will be at the top To my father and mother, because they gave life to me and fully supportedmy studies abroad.It must have been very difficult to let their oldest son leave home for five years. But now I am done and can return back home. To my beautiful and smart wife, who loves me unconditionally. Her every day support and advices were the boost I needed to overcome this challenge. Her presence changed me from a boy to a man who is not afraid of taking any risk and keeps his word. To my lovely son, who brought so much joy to my life. His smile keeps me going and pushes me to step out of my comfort zone in order to achieve my goals. He motivates me to be a better person every day and act as a role model for him. To my grandfather, who never got the chance to study at an university but was still able to be one of the most influencial people in my life. He showed me that a person can start from nothing and with clear vision,passion, dedication and discipline can achieve great things. Rest in Peace Grandpa I love you. To my grandmother, for always checking on me and making sure I eat and rest well. Thank you all for believing in me. This is for you. ii Acknowledgment I would first like to thank my advisor Dr. Yuan-Ling (Linda) Chen from the International Business MBA department at National Sun Yat-Sen University, who accepted me last minute. She gave me confidence and useful advice, which were crucial for finishing this case study. I would also like to acknowledge all the people who contributed to Taiwan Hip-Hop Festival. Especially I would like to thank my lovely wife, my parents and parents in law, who got my back during the difficult periods and did everything in their power to help me accomplish one of my dreams. Special appreciation goes to my middle brother for his help, BDesign Borovicka for his professional graphic designs and Ginjin for flying in from Mongolia to share his knowledge on the Hip-Hop industry. Thanks to Wolf, Sowut, Jay Izaak and YZ for being great friends and providing me secret information on the Taiwanese music industry. Without your help this master thesis wouldn’t be so valuable. iii 摘要 台灣擁有眾多不同規模和流派的音樂節。有電子舞蹈音樂，流行音樂，搖滾音樂，爵 士音樂和其他許多節日致力於。然而，台灣並沒有一個致力於嘻哈音樂的節日。這種 類型的音樂越來越受歡迎，正在超過美國的主流。目前 Billboard Chart 上的大部分歌曲 都來自這個流派。一部名為 Rap 的中國電視劇也為推動台灣的這種流派產生了巨大影 響。 本次台灣嘻哈音樂節（THHF）的個案研究將為當代台灣音樂節行業提供重要見解，並 為組織首屆台灣嘻哈音樂音樂節提供所有必要信息。這些實用建議將集中在管理，市 場營銷，財務，風險管理和退出策略等方面。 為了提供有價值的信息，使用互聯網收集的二手數據主要是諸如 Facebook，Instagram 和 KKTIX 等網站。原始數據通過與台灣的活動策劃者，藝術家和發起人進行面對面的 採訪。為了獲得預算電子郵件的報價和 Facebook 郵件已與藝術家和他們的預訂代理交 換。 關鍵字: 音樂節，嘻哈, 活動策劃等, 營銷計劃 iv Abstract Taiwan is home to numerous music festivals of different sizes and genres. There are festivals dedicated to the Electronic Dance Music (EDM), Pop Music, Rock Music, Jazz Music and many others. However there is not a single festival that is dedicated to Hip-Hop Music in Taiwan. This type of music has been gaining popularity and is overtaking the Mainstream in the United States. Currently most of the songs on the Billboard Chart come from this genre. A Chinese TV showed called Rap of China also made a huge impact on promoting this genre in Taiwan. This case study of Taiwan Hip Hop Festival (THHF) will provide important insights on the contemporary Taiwanese music festival industry as well as to provide all necessary information to organize the first music festival dedicated to Hip-Hop music in Taiwan. These practical suggestions will focus on aspects of management, marketing, finance, risk management and exit strategies. In order to provide valuable information secondary data was collected using the internet mostly websites like Facebook, Instagram and KKTIX. Primary data has been collected by face to face interviews with event planners, artists and promoters in Taiwan. In order to obtain quotations for the budget emails and Facebook messages have been exchanged with artists and their booking agents. Keywords: Music Festival, Hip-Hop, Event Planning, Marketing Plan v Table of Content Acknowledgment ...................................................................................................................... iii 摘要 ........................................................................................................................................... iv Abstract ...................................................................................................................................... v Table of Content ........................................................................................................................ vi Table Index .............................................................................................................................. viii 1.Introduction ............................................................................................................................. 1 2. Background ............................................................................................................................ 3 3. Market Analysis ..................................................................................................................... 4 3.1 Market Background .......................................................................................................... 4 3.1.1 Taiwan Music Festival Industry ................................................................................. 4 3.1.2 Hip-Hop Industry in Taiwan ...................................................................................... 6 3.2 Differentiation Strategy .................................................................................................... 8 4. Recommendations ................................................................................................................ 10 4.1 Management ................................................................................................................... 11 4.1.1 Ownership ................................................................................................................ 11 4.1.2 Management Team ................................................................................................... 12 4.1.3 Customer Relationship Management ....................................................................... 15 4.2 Marketing Plan ............................................................................................................... 16 4.2.1 Product ..................................................................................................................... 16 vi 4.2.2 Price and Pricing Strategy ........................................................................................ 17 4.2.3 Promotion ................................................................................................................. 22 4.3 Place ................................................................................................................................ 33 4.4 Target Market ................................................................................................................. 36 4.5 Branding ......................................................................................................................... 38 4.5.1 Slogan ...................................................................................................................... 38 4.5.2 Logo ......................................................................................................................... 38 4.5.3 Hashtags ................................................................................................................... 40 4.5.4 Red Solo Cups .......................................................................................................... 41 4.6 Finances .......................................................................................................................... 41 4.6.1 Budget ...................................................................................................................... 41 4.6.2 Artists Selection ....................................................................................................... 43 4.6.3 Break-even Analysis ................................................................................................ 47 4.7 Critical Risks and Problems ........................................................................................... 48 4.8 Exit Strategies ................................................................................................................. 50 5. Conclusion ............................................................................................................................ 51 6. References ............................................................................................................................ 53 7. Appendix .............................................................................................................................. 55 7.1 Appendix A – Facebook Page