Music marketing in modern society

Abstract

Statement of the problem. Recent research and publications. The music industry is constantly changing and growing everyday, which provokes the emergence of such a phenomenon as music marketing. Music marketing, like any other type of marketing, aims to bring the product from the producer (musician) to the potential consumer (listener). It is used to attract as many people as possible at a concert show, in social networks, interviews, TV broadcasts, and on the Internet and to encourage these people to buy music in all possible ways. The historical aspects of the formation of music marketing are revealed in the work of J. R. Ogden, D. T. Ogden and K. Long (2011). Yu. Hubareva (2015) investigates such a type of music marketing as audio-marketing, which, according to the author, is a type of neuromarketing that studies the impact of sound on consumer behavior. L. Obukh (2019) singles out four areas of music management and marketing using the example of academic music: building a strategy with its subsequent implementation, forming a corporate culture, implementing communications and working with personnel. Objectives, methods, and novelty of the research. The purpose of the article is highlighting the main features of successful music marketing in modern conditions of information and digital development of society. The scientific novelty of the work consists in the analysis of the current state of development of music marketing in Ukraine and its prospects for the use of various marketing technologies, which will allow expanding the ways of selling music products. Such methods as search and analysis of information, its systematization, classification and generalization were used. Research results and conclusion. The conducted research allows us to assert that music marketing is a way to convey the creativity of a musician to a large circle of listeners, and its tools today are such marketing technologies and directions as establishing contact with the public (public relations, PR), advertising, concert activities with the creation of videos and audio, including joint recordings with other artists, radio- and TV-promotion, use of streaming services (Spotify, AppleMusic, YouTubeMusic), interactive and entertaining video hosting, participation in Internet-forums, creation of blogs, columns in audio and video podcasts, etc. The basis of the implementation of various marketing solutions is active work in social networks, media, constant monitoring of the sales market. Today in Ukraine, despite insufficient funding and still short existence, music marketing is developing, the directions and channels of promotion of music products are expanding, and the latest digital technologies are being introduced.