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Building authentic music brands on the social web
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: Presentation: "Building authentic music brands on the social web". Communicating Music Scenes: Networks, Power, Technology. May 19-20, Budapest, Hungary, 2017Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Music brand building has drastically changed the last decade. Today you need to be present in

digital and social media all the time, to be able to interact with your audience. But knowing

how to do this in a successful way is not easy, as we are overloaded by media messages and

tired of advertising. Research shows that the core of successful communication and brand

building is creating relationships, emotions and a “feeling of true”; authenticity (Beverland,

2014; Aaker, 2014; Arvidsson, 2006; Greenberg & Kates, 2014).

This study is focusing on how strong music brands are built today, and more specifically what

role authenticity plays and how it is manifested and created. What impact do social media

have on how strategists and artists think about and work with authenticity? Today

brands/artist has (at least in theory) the possibility to be communicating directly with the

audiences and fans – but what is needed for this to happen? If authenticity is a cornerstone in

marketing and identity building: is the artist’s “own voice” a necessity and is it important to

look at the artist as “true”?

This study has a qualitative approach, based on deep interviews with stakeholders in the

music industry: artists, communication strategists, management and record companies, both

independent and major ones. The theoretical base is interdisciplinary: media and

communication crossed with marketing perspectives and cultural studies, to be able to

understand this highly commercial and at the same time creative industry, based on artistic

values.

Place, publisher, year, edition, pages
2017.
Keywords [en]
authenticity, branding, strategic communication, social media, music industry, cultural consumption
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:kau:diva-65285OAI: oai:DiVA.org:kau-65285DiVA, id: diva2:1167226
Conference
Communicating Music Scenes: Networks, Power, Technology. May 19-20, Budapest, Hungary
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
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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