Digital Commons Network^™

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

In Her Own Hands: How Girls And Women Used The Piano To Chart Their Futures, Expand Women's Roles, And Shape Music In America, 1880–1920, Sarah F. Litvin

Dissertations, Theses, and Capstone Projects

American girls and women used the parlor piano to reshape their lives between 1880 and 1920, the years when the instrument reached the height of its commercial and cultural popularity. Newspapers, memoirs, biographies, women’s magazines, personal papers, and trade publications show that female pianists engaged in public-facing piano play and work in pursuit of artistic expression, economic gain, self-actualization, social mobility, and social change. These motivations drove many to use their piano skills to play beyond the parlor, by studying in conservatory, working as classical and popular music performers and composers, founding and teaching at schools, working as department store …

Expanding Experimentalism: Art And Popular Music At The Kitchen In New York City, 1971-1985, Sarah A. Cooper

Theses and Dissertations

This paper explores artists' engagement with popular music at the interdisciplinary alternative space, the Kitchen, from 1971 to 1985. It seeks a critical language to challenge institutional frameworks to account for the creative output of artists' bands and the relationship between parallel and hybrid popular music and avant-garde performance practices.

Music From The Harpsichord House, Julie Zhu

Theses and Dissertations

Music from the Harpsichord House is an installation and series of concerts that exists in the binary of in and out of performance. During a concert, the harpsichordist is hidden inside the house and his face is live-projected outside. Fifteen new musical compositions were commissioned for the harpsichord house.

Saving Diy Spaces, Katherine Lavacca

Capstones

Saving DIY Spaces explores the importance of DIY spaces– places for artists to express themselves and connect to their communities– as well as the threat they face from the city’s MARCH task force. Integral performance spaces like Shea Stadium, Market Hotel, Palisades and many more have been shuttered by the city’s MARCH taskforce, a collection of city agencies (department of buildings, NYPD, FDNY, liquor authorities, etc.) within the last decade. According to a study conducted by the Mayor’s Office of Media and Entertainment, 20% of small venues have closed within the last 15 years putting pressure on spaces that are …

Gustave Vogt's Musical Album Of Autographs: A Scholarly Edition, Kristin Leitterman

Dissertations, Theses, and Capstone Projects

Gustave Vogt (1781–1870) was the most famous oboist in Europe during the mid-nineteenth century. Throughout his career he played with the best orchestras in Paris, toured Europe widely, and also taught the next generation of oboists at the Paris Conservatoire from 1802–1853. Although many of the details of his life have been lost to history, he did leave behind a record of the esteem in which he was held. This is preserved physically in the form of an album of short musical compositions honoring Vogt, collected between 1831 and 1859. The album has never been published, and is in the …