The Conceive of Community Marketing to Activate the Chinese Hip-hop Music Market: The Case of the Woken Day Label

Abstract

Currently, the academic research in China mainly focuses on the cultural connotations and dissemination of hip-hop music and hip-hop culture. The research on the marketing value and strategies management of the large and cohesive fan community of hip-hop music is not the majority, and even the marketing activities of the entire Chinese hip-hop music market are not very active. Against this background, to investigate the superiority and feasibility of community marketing in the hip-hop music market, this study utilizes the research method of case analysis. By examining the building and growth of the existing Chinese hip-hop music community, this paper find that community marketing is of great significance for the hip-hop artists and labels, effectively expanding public opinion influence and market reputation while engaging in positive interaction with fans. In the end, this study fulfills the research objective of assisting hip-hop artists and labels in formulating new marketing strategies, thereby providing reference for marketing research in the subculture field.