BRAND COLLABORATION BETWEEN ARTISTS AND COMPANIES
Vento, Veera (2021)
Vento, Veera
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611472
https://urn.fi/URN:NBN:fi:amk-2021052611472
Tiivistelmä
This thesis aimed to investigate the cornerstones of effective brand cooperation, what factors influence the acceptance or rejection of collaboration, and does international cooperation have any unique features. The research was related to brand collaboration in the music industry and was carried out from the artist's perspective. The work aimed to obtain new research information on the topic, which could at the same time be provided to the commissioner. This commissioner for this thesis was a modern music company Family in Music.
The thesis was a qualitative study, using semi-structured thematic interviews as the data acquisition method. Artists were interviewed for the research itself, but due to the minimal database on the topic, experts in the field were interviewed in order to gain a comprehensive understanding of the topic.
Based on the interview results, significant factors in brand collaboration were compatibility with the artist brand, shared values, and reasonable compensation. In this manner, the artist and the partner company are satisfied, and the result of the work will benefit both involved. Research findings from international brand collaboration highlighted a careful review of contract terms, as practices can vary between countries and companies. Also, the partner company should have a broad overview of the working methods of the country and the artist in question to make the collaboration successful. The research findings inspired further research ideas, which could include, for example, researching brand collaborations by country or music genre.
The thesis was a qualitative study, using semi-structured thematic interviews as the data acquisition method. Artists were interviewed for the research itself, but due to the minimal database on the topic, experts in the field were interviewed in order to gain a comprehensive understanding of the topic.
Based on the interview results, significant factors in brand collaboration were compatibility with the artist brand, shared values, and reasonable compensation. In this manner, the artist and the partner company are satisfied, and the result of the work will benefit both involved. Research findings from international brand collaboration highlighted a careful review of contract terms, as practices can vary between countries and companies. Also, the partner company should have a broad overview of the working methods of the country and the artist in question to make the collaboration successful. The research findings inspired further research ideas, which could include, for example, researching brand collaborations by country or music genre.