Honors Theses
Date of Award
2017
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Christina Sparks
Relational Format
Dissertation/Thesis
Abstract
Technology and the popularity of social media has empowered consumers and provided direct access to artists, changing the traditional approach to music artist exposure and the inherent needs of the music fan. Once dependent upon record deals and a traditional mass communication model, today's artists establish their own brand and attract targeted audiences by promoting a personality coupled with musical talent. The purpose of this study is to apply the direct to consumer principles of Integrated Marketing Communications (IMC) to brand a music artist and build a loyal following among the millennial generation. A literature review was compiled to investigate past and current consumer trends and identify undiscovered insights for potential research. Then, mixed methodology of qualitative and quantitative research was conducted to better understand the music fan adoption process and the appeal certain music artists have with the millennial generation. The researcher created a survey and distributed it to millennials via email and social media. The survey objective was to explore current trends in music consumption and investigate how listeners, specifically millennials, choose to discover new music. Surveys were distributed and analyzed as a part of this study. After analyzing the results, the researcher held two focus groups composed of ten students each on campus at the University of Mississippi. The goal of the focus groups was to gain insights about specific personality traits and qualities members of the millennial generation value and connect with on social media. Finally, the researcher conducted one interview with an aspiring singer/songwriter from Nashville, Kynlie Freeman. Then the researcher generated a digital integrated marketing campaign for the artist and applied the IMC communication model in a social media strategist experiment over a four-month period. Social media content was developed and tested to measure the effect messages have on an audience. The success of the campaign was evaluated by comparing Kynlie's social media presence and following, songs sold on iTunes and total listens on streaming services, prior to the campaign and after the campaign. The findings from the research supported the hypothesis. The results indicated a social media strategist is a necessity to establishing a millennial fan base whether that person is employed by a music industry entity or is employed by the artist. The findings validated the necessity of identifying an audience, developing a brand persona and communicating that brand through social and digital media to establish a music artist brand and relationship with millennial audiences.
Recommended Citation
Bounds, Abigail R., "An IMC Approach to Creating a Music Personality" (2017). Honors Theses. 4.
https://egrove.olemiss.edu/hon_thesis/4
Accessibility Status
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