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Abstract(s)
A partir dos anos 1990/2000, houve um crescimento tecnológico significativo que originou mudanças importantes para muitos setores nomeadamente o setor da música. A possibilidade de digitalizar música levou muitos gestores da indústria da música a desenvolverem novas estratégias e modelos de negócios para se adaptarem ao mercado emergente da “revolução digital”. Este tópico merece ser estudado porque atualmente, os consumidores de música, consomem sobretudo música através de plataformas digitais de streaming. Esta dissertação tem como objetivo entender como passámos da venda e consumo de música física à venda e consumo de música digital, nomeadamente, graças às plataformas digitais de streaming e às redes sociais. Assim, esta dissertação analisa as diferentes plataformas de streaming e redes sociais mais populares na indústria da música, nas quais são recolhidos e utilizados os dados dos consumidores, para entender qual a importância da análise de dados nesse setor. Para a realização desta dissertação, o método utilizado foi maioritariamente uma análise de conteúdo, correspondente a uma abordagem interpretativista. Optou-se por uma metodologia de recolha de dados, com documentação indireta, uma observação direta intensiva graças a entrevistas e um Focus Group e uma observação direta extensiva com um questionário feito nas redes sociais e email que seguiu o modelo de uma análise quantitativa. Com base na análise dos dados recolhidos, uma das principais conclusões retiradas reflete que as diversas plataformas de streaming são extremamente importantes para a venda de música digital nomeadamente para criar conteúdo personalizado e assim garantir a satisfação do consumidor. As plataformas de streaming também oferecem acesso à um maior catálogo de músicas de vários artistas e atualmente já quase não existem tecnologias que permitem o consumo de música física. Outra das principais conclusões retiradas reflete que as redes sociais e os serviços de streaming são ainda importantes na promoção e na difusão de novos artistas. As recomendações personalizadas, permitem descobrir artistas e músicas que o consumidor não conhecia. Por fim, o uso de dados na indústria da música é importante no sentido de criar um público-alvo, mas tem os seus limites legais.
This dissertation aims to understand how we move from the physical sale and consumption of music to the sale and consumption of digital music, namely, thanks to digital streaming platforms and social networks. From the years 1990/2000, there was a significant technological growth that led to important changes for many sectors including the music sector. The possibility of digitising music has led many music industry managers to develop new strategies and business models to adapt to the emerging market of the "digital revolution". This topic deserves to be studied because currently, music consumers, mainly consume music through digital streaming platforms. Thus, this dissertation analyses the different streaming platforms and the most popular social networks in the music industry, in which consumer data is collected and used, to understand what is the importance of data analytics in this industry. The method used for this dissertation was mostly a content analysis, corresponding to an interpretativist approach. A data collection methodology was chosen, with indirect documentation, an intensive direct observation thanks to interviews and a Focus Group and an extensive direct observation with a questionnaire made on social networks and email that followed the model of a quantitative analysis. Based on the analysis of the data collected, one of the main conclusions drawn reflects that the various streaming platforms are extremely important for the sale of digital music namely to create personalized content and thus ensure consumer satisfaction. Streaming platforms also offer access to a larger catalogue of music from various artists and currently there are almost no technologies that allow the consumption of physical music. Another of the main conclusions drawn reflects that social networks and streaming services are still important in the promotion and diffusion of new artists. Personalised recommendations make it possible to discover artists and music that the consumer did not know. Finally, the use of data in the music industry is important to create a target audience, but it has its legal limits.
This dissertation aims to understand how we move from the physical sale and consumption of music to the sale and consumption of digital music, namely, thanks to digital streaming platforms and social networks. From the years 1990/2000, there was a significant technological growth that led to important changes for many sectors including the music sector. The possibility of digitising music has led many music industry managers to develop new strategies and business models to adapt to the emerging market of the "digital revolution". This topic deserves to be studied because currently, music consumers, mainly consume music through digital streaming platforms. Thus, this dissertation analyses the different streaming platforms and the most popular social networks in the music industry, in which consumer data is collected and used, to understand what is the importance of data analytics in this industry. The method used for this dissertation was mostly a content analysis, corresponding to an interpretativist approach. A data collection methodology was chosen, with indirect documentation, an intensive direct observation thanks to interviews and a Focus Group and an extensive direct observation with a questionnaire made on social networks and email that followed the model of a quantitative analysis. Based on the analysis of the data collected, one of the main conclusions drawn reflects that the various streaming platforms are extremely important for the sale of digital music namely to create personalized content and thus ensure consumer satisfaction. Streaming platforms also offer access to a larger catalogue of music from various artists and currently there are almost no technologies that allow the consumption of physical music. Another of the main conclusions drawn reflects that social networks and streaming services are still important in the promotion and diffusion of new artists. Personalised recommendations make it possible to discover artists and music that the consumer did not know. Finally, the use of data in the music industry is important to create a target audience, but it has its legal limits.
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Keywords
Anlytics Marketing digital Indústria da música Consumo Venda Plataformas de streaming Redes Sociais Music industry Streaming platforms Digital marketing Consume Social media Sell