ADAPTATION IN NEW TIMES: ANALYSIS OF MUSICIANS' MARKETING ACTIONS IN THE GRANDE VITÓRIA MARKET.
Name: HENRIQUE LUCAS SARAFIM CORRÊA
Publication date: 30/08/2023
Examining board:
Name |
Role |
|---|---|
| FLÁVIA MAYER DOS SANTOS | Examinador Externo |
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Presidente |
| MARCELO MOLL BRANDAO | Examinador Interno |
Summary: This study aimed to analyze the marketing actions of rock bands from Grande Vitória,
Espírito Santo, amid the new contexts of the music market. To achieve this goal,
specific objectives were defined, including the characterization of the participating
bands, the identification of musicians' roles, the description of marketing actions used,
and the analysis of communication tools employed by the bands. The theoretical
framework encompassed relevant concepts such as the transformation of the music
market, strategies applied to the music industry, the relationship between the audience
and music, and the application of the marketing mix in music, presented by Hracs
(2012), Pascuci and Alves (2018), Kamp (2010), and Hull, Hutchison, and Strasser
(2011), respectively. The methodology involved a qualitative and descriptive approach,
conducting semi-structured interviews with musicians from independent bands in the
region. Seven musicians were interviewed, selected for not having contracts with major
record labels. The Iramuteq software supported the content analysis of the interviews,
enabling the identification of thematic categories and relevant patterns in the
participants' responses. The results of the research with the rock bands from Grande
Vitória highlight the relevance of merchandise sales for financial sustainability and
brand strengthening, the effective use of Spotify for global reach, the importance of
social media for promotion and interaction with fans, the effectiveness of strategic
partnerships in attracting diverse audiences and sharing resources, the value placed
on musical quality for standing out, and the recognition of the importance of a unique
musical identity. The bands' marketing strategies align with current market trends,
emphasizing digital platforms and authenticity. The success of the bands depends not
only on their musical skills but also on building and maintaining relationships with other
musicians, producers, promoters, and fans.
