Marketing & advertising in the music industry

Taylor Denise Jordan, James Madison University

Abstract

Marketing & Advertising in the Music Industry covers the promotion of recorded music through a research thesis and creative project. The research portion explores the overall effectiveness of music marketing and advertising through surveys and interviews, from everyday individuals to those with a stake in the music industry. A marketing plan was developed for an artist persona, Bristol Sunshine, who is an up-and-coming artist seeking to expose her music for audiences experiencing difficult with mental health. The idea behind the campaign is to gain/maintain an audience for Bristol Sunshine to assist through the difficulties of life with her music. The campaign designs are focused around the idea of promoting a positive life. The capstone aims to show the positive difference music can make in the lives of individuals, whether they are directly involved in the industry or not.