Music Business Commons^™

Immerse, Interact, Impact: A Comparative Analysis On Selected Experiential Marketing Activations At Outside Lands Music And Arts Festival 2022, Phoebe R. Saul

Experience Industry Management

The commercial marketplace is becoming increasingly experiential. Experiential marketing activations, particularly those done at music festivals, are emerging as a highly valuable marketing tool to impact brand recognition and loyalty through the creation of unique branded experiences. The purpose of this study was to examine the experiential marketing design practices utilized at selected branded activations within Outside Lands Music and Arts Festival 2022. A comparative analysis was conducted on three selected experiential marketing activations at Outside Lands: The House by Heineken, the Music Den by Toyota, and the Ocean Love Tour by Gray Whale Gin. The findings concluded that the …

Honey Tree: A Neo-Soul Album, Artist & Musical Development Through The Electronic Press Kit, Raine Welterlen

University Honors Theses

This paper describes the process of preparing a Neo-Soul album for public release including monetization, marketing, arrangement, and production.

"Yay Area Fest" Proposal, Taira Tyler Matsuzaki

Graphic Communication

As an avid hip-hop music lover and producer, I always envisioned the creation of my own hip-hop festival theme and lineup. I used my senior project as an opportunity to execute this vision while showcasing all of the skills I have acquired as a Graphic Communication student. My project encompasses the creation of a marketing flyer, website prototype, app prototype, and social media animation for a hypothetical hip-hop festival. These deliverables highlight my abilities in learning new tools, graphic design, UI/UX design, and project management.

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 …

Rock On: The State Of Rock Music Among Generation Z, Gianna Cicchetti

Honors College Theses

Rock music is a significant part of American culture and has always had ties to the socialization of the youth since its rise in the 1950s. Many musicians and music journalists have pushed forth the opinion that the genre is “dead” as its relevance in young adult culture has faded away in favor of different genres of mainstream music. However, rock artists have seen more success and virality in the past few years. This is primarily true through the social media platform TikTok, the largest platform of its kind with most young people as part of its userbase. The following …

Wavzine: Independent, Localized Cultural Journalism In The Digital Age, Jake Edward Davis

Journalism

wavzine (also called .WAV or colloquially known as “The Zine”) is a music, arts, and culture multimedia website and print periodical founded by Cal Poly students in the summer of 2020. Two years on, it was comprised of roughly 45 regular staff members and even more occasional contributors, all of whom are volunteers. Along with independently publishing articles, videos, podcasts, and art online, wavzine also organizes and hosts concerts for local bands, collaborates with local cultural events such as Shabang Music Festival and the San Luis Obispo Film Festival, and sells its own branded merchandise. To its 2,700 Instagram followers, …

The Benefits Of A Professional Website For A Musician, April C. Cain

IPS/BAS 495 Undergraduate Capstone Projects

For my capstone project at Boise State, I decided to create a website for my music. I am a music producer and needed a professional web presence for promotion, current and future fans, professional contacts, and to also serve as a portfolio of my work. There are also added benefits for future projects in the form of a blog and file selling features. I researched web-building platforms and methods as well the benefits of having a website for not just myself but for fans and other consumers of music and developed an action plan to create my own professional website. …

Time Machine, William B. Sims, Joseph P. Robinette, Reid W. Sorel

Honors Scholars Collaborative Projects

The album will be organic, raw, gritty country sound, inspired by vintage country/folk and bluegrass and encouraged by modern underground/alt country and new-wave folk.

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 …