How to promote a female rapper in the Finnish music scene
Ritala, Nea (2019)
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This thesis is a qualitative study that focuses on the marketing plan for a female rapper in Finland. The purpose of this work is to prepare a guidebook for new artists and marketers, who are interested in building a strong brand for a new rap artist on the Finnish music scene. The work not only goes through ground management plans but also shows concrete examples of how to build a successful career. Through theme interviews and previously collected information on the subject, the writer gives an idea of how a new artist is launched in Finland, which steps the process. The thesis deals specifically with female rappers, as this genre is new in Finland and no previous studies have been done. The study was inspired by the writer's profession in the music industry, and although the work is not an assignment, the study is done as an independent work for the company for which the writer works. The theoretical part presents the Finnish music industry, how record companies are built and the background to rap music both abroad and in Finland. The theoretical part then goes into the marketing bases and how brands are built. Then it goes in to artist promotion. Finally, the theoretical part goes into artist promotion and what it is all about. Using a case study and theory, the writer gives an overall picture of the launch process. The research methods used include own experiences in the music industry, a case study and interviews with key persons in the field. The respondents include both artists, managers and marketers. Literature and articles about music and marketing are also used to build a strong theory. In the empirical part, a marketing plan is made for a female rapper, and the questions raised in the objective and purpose are answered. In order to complete this work, the emphasis of a well-functioning marketing plan by reviewing the entire process and analyzing the continuation of female rappers in Finland.