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Abstract(s)
A indústria da música tem sofrido várias alterações ao longo do tempo e a
transição do tradicional para o digital não foi nem é uma tarefa instantanea. É sabido que
esta indústria continua à procura de uma forma de se reerguer após a quebra das vendas
físicas dos álbuns dos artistas, que se regista desde o final dos anos 90 até aos dias de
hoje.
Neste sentido, dado que as editoras e artistas têm apostado cada vez mais na
partilha de conteúdo no meio digital e sendo o YouTube a principal plataforma de
hospedagem de vídeos, o principal objetivo da presente investigação passa por verificar
quais das estratégias de marketing existentes, capazes de promover um artista na
plataforma do YouTube, apresenta uma maior aceitação por parte do consumidor.
Para tal, optou-se pelo uso do método quantitativo tendo sido realizado um
inquérito, baseado na revisão bibliográfica, aos consumidores de música na plataforma
do YouTube.
Os resultados obtidos, tanto a partir do inquérito como a partir da revisão
bibliográfica do tema, permitiram agrupar em 6 grupos vários conjuntos de estratégias
utilizadas pela indústria de música bem como averiguar que, das várias ações
promocionais pagas no YouTube, o uso de influencers em videoclipes despoletou menos
reações negativas nos inquiridos, bem como o facto das colaborações entre artistas ser
uma boa forma de atrair trafego para um vídeo/canal, e ainda determinar o formato e tipo
de conteúdo, partilhados pelo artista, preferidos pelos interpelados. Acrescenta-se que foi
ainda possível verificar que o YouTube assume-se como a plataforma predileta para ouvir
música, por parte dos inquiridos.
The Music Industry has been suffering several changes over the time and the transition from traditional to digital platforms wasn’t and isn’t an instant task. It’s known that this industry keeps looking for a way to rebuild themselves after the drop of the physical sales of the artists albums which keeps falling since the end of the 90’s. With this being said, since labels and artists have been investing more and more on content shared on digital platforms and since YouTube is the main platform hosting videos on the internet, this investigation aims to identify the marketing strategies, capable of promoting an artist on YouTube, more acceptable by consumers. For that we decided to use the quantitative method and, based on the literature review, do a questionnaire to consumers of music on YouTube. From the questionnaire and the literature review, the results allowed us to classify 6 groups with various strategies used in the music industry. Besides that, the results also allowed us to conclude that the usage of influencers on music videos on YouTube triggered less negative reactions on the respondents of the questionnaire, between the various paid promotional options on YouTube. Simultaneously, the results showed us that collaborations between artists is a good way to attract traffic to an YouTube video/channel and also determine the format and the kind of content shared by an artist are preferred by consumers. We can also add that YouTube is the preferred platfmor to listen music by the respondents of the questionnaire.
The Music Industry has been suffering several changes over the time and the transition from traditional to digital platforms wasn’t and isn’t an instant task. It’s known that this industry keeps looking for a way to rebuild themselves after the drop of the physical sales of the artists albums which keeps falling since the end of the 90’s. With this being said, since labels and artists have been investing more and more on content shared on digital platforms and since YouTube is the main platform hosting videos on the internet, this investigation aims to identify the marketing strategies, capable of promoting an artist on YouTube, more acceptable by consumers. For that we decided to use the quantitative method and, based on the literature review, do a questionnaire to consumers of music on YouTube. From the questionnaire and the literature review, the results allowed us to classify 6 groups with various strategies used in the music industry. Besides that, the results also allowed us to conclude that the usage of influencers on music videos on YouTube triggered less negative reactions on the respondents of the questionnaire, between the various paid promotional options on YouTube. Simultaneously, the results showed us that collaborations between artists is a good way to attract traffic to an YouTube video/channel and also determine the format and the kind of content shared by an artist are preferred by consumers. We can also add that YouTube is the preferred platfmor to listen music by the respondents of the questionnaire.
Description
Versão final (esta versão contém as críticas e sugestões dos elementos do júri).
Keywords
Estratégias de marketing Marketing digital YouTube Música Marketing strategies Music Digital marketing