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undergraduate thesis
Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe
2021. urn:nbn:hr:180:415422
Marinović, Karlo
Zagreb School of Business

Cite this document

Marinović, K. (2021). Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:415422

Marinović, Karlo. "Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe." Undergraduate thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:415422

Marinović, Karlo. "Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe." Undergraduate thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:415422

Marinović, K. (2021). 'Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe', Undergraduate thesis, Zagreb School of Business, accessed 17 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:415422

Marinović K. Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2024 November 17] Available at: https://urn.nsk.hr/urn:nbn:hr:180:415422

K. Marinović, "Utjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe", Undergraduate thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:415422

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Metadata
TitleUtjecaj digitalizacije i novih distribucijskih kanala na marketing u svijetu glazbe
Title (english)The impact of digitization and new distribution channels on marketing in the world of music
AuthorKarlo Marinović
MentorDijana Vuković (mentor)
Committee memberNeven Šipić (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-12-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Digitalizacija je uzrokovala brojne promjene u načinu promocije proizvoda i usluga, a način konzumiranja sadržaja natjerao je glazbenike na prilagodbu novom dobu. Piratizacija, porast broja digitalnih kanala slušanja glazbe, napredak tehnologije samo neki su od čimbenika koji su utjecali na to da se glazbenici moraju osloniti na prihode od nastupa, streaminga i oglasa na YouTubeu, a zaboraviti na fizičku prodaju albuma u obliku ploča, kazeta i CD-a. Dolazi do izraženog naglaska na videospotovima, koji su često glazbenicima I diskografskim kućama najveće marketing oružje te se sve više budžeta ulaže u to kako bi oni bili što kontroverzniji, vizualno zapanjući ili kreativniji, sve u svrhu podizanja što više prašine. Probiti se na tržištu danas nije lak zadatak, a bilo kakav veći uspjeh je nemoguće ostvariti bez prilagodbe novim generacijama i kreiranje sadržaja na novim platformama kao što su TikTok, YouTube i Instagram. Svi spomenuti čimbenici utječu na stil glazbe koja se stvara, ali i način na koji se glazba promovira.
Abstract (english)
Digitization has resulted in many changes when it comes to promoting goods and services, and the way people consume content nowadays has forced musicians to adjust to the new age. Piracies, emerging new digital ways of listening to music, as well as the advancement of technology itself, are some of the prevailing factors that have forced musicians to rely on live performances, streaming royalties and YouTube ads in order to make a living, since they can no longer expect generating a lot of income by selling vinyls, cassettes and compact discs. In the modern era, the emphasis is put on music videos, which have become the most powerful weapon for getting heard, so it makes sense that record labels and musicians are willing to invest a big portion of their promotion budget in order to make the music videos controversial, visually appealing or creative, so they could attract as much attention as possible. Getting your name out there nowadays isn’t an easy task, and even a harder one without adjusting to the new generation and putting out content on platforms such as TikTok, YouTube and Instagram. It is safe to say that digital platforms have changed the style of music being made today, but also the way musicans promote their work and which marketing tools they use.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:415422
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-15 12:06:33