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Authenticity In Music Performance: Evidence From The Singer-Songwriter Community, Jon Littlefield
Authenticity In Music Performance: Evidence From The Singer-Songwriter Community, Jon Littlefield
Atlantic Marketing Association Proceedings
Experiencing music provides a unique lens to study identity. The alienation resulting from increased technological mediation in both music production and consumption might drive consumption (Potter 2010), hence authenticity may be an appealing positioning strategy for marketers. Singer-songwriters, for example, write and perform their own music with minimal technological interference. This represents a direct connection with the musician that we characterize as more historically authentic (Thornton 1996), however this characterization is not universal. In this paper, I seek to gather insight into the myriad expressions of authenticity within the music consumption environment by detailing a study of performance musicians.
Paramedicine And Social Work: Case Studies In Authentic Student Recruitment, Nathalie Collins, Lynelle Watts, Renee Strauss, David Hodgson
Paramedicine And Social Work: Case Studies In Authentic Student Recruitment, Nathalie Collins, Lynelle Watts, Renee Strauss, David Hodgson
eCULTURE
Selling the course experience to future students has been corporatised across the Higher Education sector. At many universities marketing and sales specialists, such as ECU’s Student Recruitment Team, rather than academic staff, field prospective student enquiries. Representing courses authentically is crucial to matching future students with an appropriate course experience and career, as well is managing future students’ expectations. A challenge for academics is communicating the course/career experience to university sales agents (recruiters). A challenge for recruiters is conveying an authentic course experience to future students when they have not taken a course themselves. This paper selects two ECU courses, …