Know-How Exchange : Branding

Hi,

I am writing a thesis about social entrepreneurs supported by the music industry as a form of marketing. Concerts like live 8 with the intention to gather donations to fight poverty resulted in increasing sales for all participating artists (except Pete Doherty). The result is both parties benefit: donations are made for a social cause, the record industry increases revenues. There are more examples such as Madonna building schools in Africa etc.

What does this tell us from a marketing point of view? Money is well "invested" in donations, social entrepreneurs, philanthropy etc. .

Do you think a thesis in this field could promote the idea of cutting marketing budgets (a little) and using that money as donations towards social entrepreneurship projects as it ultimately does increase sales? There is a fine line between donations and sponsoring if, for example, EMI where to fund 1000 concerts a year for unknown local artists and advertise this on their website giving the impression they want to support artists in general.

I am new to marketing theories etc. but this form of branding seems positive for the crumbling music industry. Not to save it but give involved companies a better image, show customers that money does not only go to shareholders but arts and culture.

Topics are: social entrepreneurship definitions, how is the support of social entrepreneurship projects applied to marketing in the music industry, research through interviews and study of marketing and philanthropic budgets

I am open for any comments, suggestions and feedback greetings from germany!