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The music video as a marketing communications tool: The views on the medium by representatives of the music industry
University West, School of Business, Economics and IT, Division of Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This research aims to investigate the role of music videos as a marketing communication tool. Research questions concerning the primary role of music videos, its importance to the market communication, the relevant distribution channels and hints of the mediums future is looked into through a qualitative approach with in-depth interviews as research method. The interviewees are people working with assignments concerning marketing in the music industry. The findings of the research concludes that music videos are used for communication with target audiences and that the medium is an important part of the communications mix. The relevant distribution channels of today are the video sharing websites YouTube and Vevo.com  and social media plays an important part in the distribution process. About the future, music videos are believed to grow in importance, both as a communications tool as well as a source of income.

Place, publisher, year, edition, pages
2017. , p. 42
Keywords [en]
Music videos, marketing communications, marketing communications tool, music industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-12149Local ID: EXC504OAI: oai:DiVA.org:hv-12149DiVA, id: diva2:1185252
Subject / course
Business administration
Educational program
International Business
Supervisors
Examiners
Available from: 2018-02-27 Created: 2018-02-23 Last updated: 2018-02-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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