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Bringing the digital Swedish music brand alive
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication. (Music Innovation Network Inner Scandinavia. Geomedia)ORCID iD: 0000-0002-1439-2784
2017 (English)In: Bringing the digital Swedish music brand alive., Karlstad, 2017Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Today, Sweden is one of the world’s most successful exporters of popular music and has become

a powerful brand: manifested as “the Swedish music wonder”. The brand is built by many actors, for

example by the organisations Export music Sweden and Musiksverige.

This paper is focusing on cases from 2016 building the Swedish music brand: including the

website Swedish affair and digital platform Showcase Sweden, a collection of creative works from

Sweden: music, games, clothes, films, advertising or TV-drama. Around the digital platform

physical nodes are built, in order to create real meetings with the target groups – which seem to

be important in an overloaded and “noisy” social web. For exampel the Nordic Light house was

created on the big music festival South by South west in Austin, US, having show cases, workshops

and networking for the music industry. During the festival there was also active work to engage

audience at the venue in social media; to use the hashtag swedishaffair, create and spread

pictures/films of the festival activities. This co-creation was seen as important in the on site

brand building and the extension of it.

Research shows that a brand gets stronger when it is involving with the audience, and creating

first hand experiences and feelings, more than the digital media can do by itself. This study is

looking at the implication personal and place bound experience has on a social web campaign,

using concepts as digital communication, social imaginary, cultural, place and nation branding.

Place, publisher, year, edition, pages
Karlstad, 2017.
Keywords [en]
Nation branding, communication, social media, music industry, place, experience
National Category
Social Sciences
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:kau:diva-65286OAI: oai:DiVA.org:kau-65286DiVA, id: diva2:1167224
Conference
Presentation: "Bringing the digital Swedish music brand alive" Geomedia, international conference. Spaces of the inbetween, May 9-12, 2017. Karlstad, Sweden
Projects
Music Innovation network inner ScandinaviaAvailable from: 2017-12-18 Created: 2017-12-18 Last updated: 2017-12-18

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf