Promotional marketing strategies of German electronic music for adaptability in the Mexican electronic music market.

Abstract

The following bachelor’s thesis explores the marketing promotional strategies employed by Germany a cultural and historical pioneer of the electronic music scene. The research implicates both qualitative and quantitative methods in order to gain precise reliable data; the initial phase of the process entailed conducting desktop research making use of professional and global reports, in conjunction with insights from experts in the field. As the second phase two interviews with event organizers in the Mexican electronic music industry will be carried out which will give the author of the present thesis insights on the main challenges of creating an electronic music event in the country identifying marketing strategies used by promoters and event organizers for the EDM and techno scene, how the consumers perception of these efforts impacts the outcomes in comparison with the Mexican market, to win over a broader audience regarding this music genre. To continue with this study a series of surveys were conducted; focused on the Mexican and German population sending 264 questionnaires and 253 respectively with the purpose of obtaining statistical information about the importance that social media channels play in the promotion of electronic music events, the main cultural and linguistic barriers between both countries as well as the comparison of acceptance and visibility that each population has about this genre and scene in their own country; mentioning issues of inclusion and sustainability topics that nowadays carry a significant importance in the modern era. Offering valuable information regarding branding, audience engagement, language and event logistics highlighting key differences, trends, and growth opportunities for Mexico’s emerging scene. We can see that despite the fact that the electronic music and techno scene in Mexico still does not have the level of recognition as in Germany, the acceptance of the Mexican public is constantly growing and innovating, which makes it an ideal market for emerging artists and promoters or creators interested in opening doors to the music scene of the same genre; we can observe the tangible results within the surveys and desktop research.