Topic: Student Questions

Music Marketing Dissertaton Advice

Posted by Anonymous on 100 Points
Hello all

I am currently planning my final year marketing dissertation and thought I would post on here in the hope of gaining some help/discussion with it.

The subject of my dissertation is going to be the marketing of music. I feel this is becoming more important and relevant due to music piracy and the consequent "Free" competition. Some of the areas I am thinking of looking at include:

- The history and evolution of piracy, P2P, downloads
- Competing with FREE and types of FREE ie Freemium offering that may be the future
- The importance of content
- Usefulness, benefits/disadvantages of Streaming/Downloading

My problem is that I am a little stuck in deciding which route to take with the work. I like the idea of looking at how relationship marketing can possibly help artists compete with piracy and also consider if they should/'nt or need to compete and how they can create a relationship with customers.

But I am not sure whether to look at marketing for the artist or the music industry in general. Such as looking at the marketing opportunities from download and streaming sites.

I am wondering if anyone has any ideas of related areas that I might have missed or which areas you think I should focus more.

Additionally I welcome any ideas or suggestions for the title of my dissertation as I have seen a lot of useful ideas on this forum.

Many thanks to anyone who takes the time to read this, I hope it makes some sense.

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  • Posted by Jay Hamilton-Roth on Accepted
    What angle are YOU specifically interested in? Why?

    What are you hoping to do for a living after your dissertation is done? If you're planning on working in corporate music, then focus the paper on corporate side. If you're planning with/for musicians, then focus the paper from their perspective.

    Also, don't leave out what's in between: the rise of the independent musician/distributor. See: for some starting points.
  • Posted on Author
    Thanks for the reply Jay

    That is a good point about basing my choice on what I am personally interested in. I think am moving more towards looking at marketing from the artists position and to look at and compare both options available to them - be that as an independent artists or through a label.

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