Influencer marketing challenges in the electronic music sector : a qualitative case study of Armada Music

Abstract

This thesis was conducted for the independent electronic dance music (EDM) label Armada Music. Its purpose was to identify key challenges that the label faces when implementing influencer marketing strategies in music promotion and to provide practical, research-based suggestions for improving campaign outcomes and long-term collaborations with influencers.

The theoretical framework focused on the music industry, influencer marketing, digital platform dynamics, and two theoretical frameworks. Qualitative data were collected through two semi-structured expert interviews with marketing professionals at Armada Music. Thematic analysis was used to interpret the data and identify recurring patterns. Four challenges were identified: selecting aligned influencers, cost-related specifics, measuring return on investment (ROI), and long-term influencer partnerships.

Ultimately, the thesis provided development-oriented recommendations designed to help Armada Music address these challenges and enhance the effectiveness of influencer marketing strategies in music promotion. The thesis also proposes directions for future research.