The use of strategic marketing to overcome changes and generate income as a small artist in the music industry

Abstract

The objective of this study was to research ways for small artists in the genre of rock and metal to adapt to changes with the use of a marketing strategy. To achieve that, the thesis aimed to create a marketing plan that focuses on an artist’s target customers, their product, price, promotion and placement strategy and their branding strategy.

The data for this study was collected with the use of an online consumer survey, by interviewing case companies and by reviewing external sources on the behaviour of consumers in the music industry. Further theoretical insights were gained from different literature sources. Participants for the survey were found at a festival that fits the music genre discussed in the thesis and in various online forums concerning that genre.

The result of the thesis shows that the aim can be achieved by differentiating the sources from which an artist generates their income. At the same time, the artist needs to develop an understanding of their target audience and the expectations of that audience. This understanding needs to be used to adapt products and marketing strategies and to create a brand that is authentic and clear in its values.