Arts Management Commons^™

The Dilemma Of Empty Halls, Joanna Lauer

Musical Offerings

Today, live classical concert attendance is low, a fact which threatens the careers of professional musicians. This paper examines recent statistics of classical concert attendance, theories as to why attendance rates are low, marketing methods for target audiences, and finally, recommendations to solve the dilemma of empty concert halls. To encourage concert attendance, classical music must be tastefully marketed to present-day audiences through the experience of technically excellent, musical, and interesting live performances. Ultimately, the relationship between art and its audience (the consumer) reveals that the key to the dilemma is the audience.

Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova

Honors Thesis

The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

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 …

Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney

Honors College Theses

On March 12th, 2020, all Broadway productions closed their theaters due to the declaration of the Covid-19 global pandemic. This shutdown led to companies in the Broadway industry transitioning to nontraditional marketing strategies. This paper will outline how the Covid-19 pandemic led to changes in strategic marketing decisions and compare the motivations of these decisions for two Broadway companies: Playbill and The Broadway League. Previous literature denotes changes to marketing strategies as a result of other historic events in the
industry, and current news sources provide industry insight into the campaign discussions.Primary research will be conducted through one-on-one structured interviews …

Improving Arts Management/Marketing Efficiency: Optimizing Utilization Of Scarce Resources To Produce Artistic Outputs, Theresa A. Kirchner, Linda L. Golden, Patrick L. Brockett

Marketing Faculty Publications

Purpose

This longitudinal research examines US symphony orchestra sector organizations to determine individual efficiencies in allocating resources (donations, governmental/private funding, etc.) for desirable outputs (concerts, educational programs, community outreach). It provides researchers and managers with a tool for identifying, assessing and mitigating organizational inefficiencies.

Design/methodology/approach

This study assesses relative efficiencies in performing arts organizations using Data Envelopment Analysis (DEA), a widely-used nonparametric data-intensive benchmarking technique that determines an optimal “production frontier” of best-practice organizations among their peers and assesses their abilities to turn multivariate inputs into multivariate desired outputs.

Findings

This analysis highlights efficiency differences in a wide range of …

A Guide To Digital Marketing For New Creators, Lexi Gerbino

Backstage Pass

This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

The Practically Perfect Tale As Old As Time: A Comparative Analysis Of The Branding Of Beauty And The Beast And Mary Poppins, Cayley Plotkin

Honors College Theses

The Walt Disney company and all of its heavily branded mastermind keep much of its planning and strategy under wraps from the general public. Although it has been observed amongst fans and business people how Disney markets their products and what their strategy looks like, it has not been compared between two similar projects that have followed the same strategic path. This paper will examine and compare the branding strategies of “Beauty and the Beast” and “Mary Poppins” from screen to stage and back to the screen again in hopes to better understand why one title may take in more …

Leadership And Community In The Arts: A Case Study Of Legend And Culture In Chiusdino, Italy, Amanda Svetlak

Arts Administration Masters Theses

The complexity of culture goes beyond artistic expression, nationality, race, and religion. Culture shapes our communications, interactions, and our perceptions of the world around us (Hall, 1989). Studies show that self-awareness of our own culture through exposure to the unfamiliar leads to intercultural competences (Herlo, 2015; Crossman, 2011; Hermond 2018; Hall 1989). As technology, travel, and community diversity continues to shrink our world and diversify our workplaces, these intercultural competences support modern processes of marketing, community engagement, and organizational leadership. This thesis is a case study of the community culture, organizational culture, and structure of arts institutions in Chiusdino, Italy. …

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

The "Missing Audience": A Query Into The Future Of The Orchestra And The Potential Benefits Of Bringing Live Classical Music To The Community Through Informal Performances, Natalie Wei-Ting Chang

LSU Doctoral Dissertations

In this dissertation, I discuss the traditional organizational model adopted by symphony orchestras in the United States as non-profit arts organizations that are struggling to maintain solvency within the current philanthropic, political, and digital contexts. As part of the discussion, I conduct field research within the local area of the city of Baton Rouge, Louisiana, in providing demonstrations of live and informal classical performance in various businesses and institutions while collecting data via surveys from willing adult participants (ages 18 and above) of all demographics, specifically lower income areas. The survey analysis gives important insights into public perception of symphony …

An Exploration Of Recording And The Music Business, Erika Nalow

Honors Projects

A creative project focused on the ability of an independent musical artist to compose, arrange, record, produce, mix, master, market, and promote their own musical composition.

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …

Defining Your Online Presence For The Arts Professional: Facebook, Twitter And Instagram, Lauren Puzier

University Libraries Faculty Scholarship

A discussion of the costs and benefits of using social media and online tools to boost your professional profile, and tips on how to tailor your experience. This presentation focuses on how artists, art educators, museum professionals and other art world are using Twitter, Facebook and Instagram to manage their online image and business.

Motivasi Intrinsik Yang Mempengaruhi Pemilihan Jurusan Dan Universitas(Studi Pada Mahasiswa Baru Program Vokasi Universitas Indonesia Angkatan 2015), Amelita Lusia, Pijar Suciati, Endang Setiowati

Jurnal Vokasi Indonesia

Globalization affects all aspects of life. This concept creates a paradigm borderless world, the world that does not know the limits of the territorial sovereignty of a nation / state. The impact of these conditions are helped create intense competition in various aspects of community life, including education. In the world of education, management can not be done conventionally alone, but requires a special ability that the output of education in accordance with market needs, both nationally and internationally. In addition to the need for change in the management of the educational institutions, educational institutions marketing issues was absolutely necessary …

Music As A Positional Good: Why Market Success Might Actually Drive Away Some Fans?, Timothy J. Schibik

Atlantic Marketing Association Proceedings

The Oxford Dictionary of Economics defines “goods” as things that people (e.g., consumers) prefer to consume more of rather than less. Further, these “goods” overwhelmingly adhere to a relationship between price and quantity known as the Law of Demand wherein consumers will purchase more of a good at lower prices than at higher prices. How the demand for these “goods” reacts to non-price stimuli is also well known and yields a place in the market system for marketing. Traditionally, the adoption of marketing techniques to alter the consumer satisfaction process and thus consumer demand has predictable impacts on the market …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

Let Them Make Art: Why Unified Arts Festivals Are Beneficial For Independent Artists, Anton Gress

Student Scholar Symposium Abstracts and Posters

Artistic disciplines typically have two markets: corporate, and independent (mainstream and underground, if you will). The corporate market accounts for a small fraction of all artists and reaches the largest audience, while the independent market accounts for the vast majority of working artists, yet remains niche. The issue is marketing. Even the most successful independent artists cannot match the selling power of large companies. This project seeks to illustrate the potential of unified arts festivals to facilitate greater audience exposure for independent artists, and how this may benefit the artistic community.

The arts communities at Chapman University have a similar …

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

How To Achieve Customer Knowledge Retention., Philadelphia University

Philadelphia University, Jordan

No abstract provided.

Building A Non-Profit Organization: Project Venue, Alanna K. Green

Senior Honors Projects

When I talk with people about myself and what I study here at The University of Rhode Island, most people look at me with a confused yet intrigued face. For many people my study of both Marketing and Philosophy is a strange dichotomy, for me; however, it is the perfect combination. When I infuse these fields of study with my passion for the arts, it was easy to see the path for my Senior Honors project. In doing this project I am combining my practical business skills, my need to make a difference and my interest in the arts to …