Marketing communications dans un label de musique électronique (english)

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Business School

INDEPENDENT STUDY (26342)

Marketing Communications in an electronic music record label

Hand-in date: April 23th 2010 Student number: 200906364 Word count: 5741 Tutor: David Tucker Supervisor : Fiona Walkley
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Acknowledgements

I would like to thank Fiona Wakley, my supervisor, for her guidance and significant support. I am very grateful to her for having helped meto clear out some points. Also a big thank you to David Tucker, my tutor, for his hints and having helped me to choose the right subject and a relevant structure for my work. I also don’t forget all the others who have contributed to finalising this report by their usual warm backings.

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ContentsINTRODUCTION..............................................................................................................................4 TERMS OF REFERENCE.....................................................................................................................................5 RESEARCH METHODOLOGY .....................................................................................................5 FINDINGS.........................................................................................................................................7 > MARKET STUDY .............................................................................................8 > RECOMMENDATIONS TO IMPLEMENT MARKETING COMMUNICATIONS IN CITIZEN RECORDS .............................................11 LIMITATIONS OF THE STUDY..................................................................................................16 CONCLUSION AND RECOMMENDATIONS ...........................................................................17 APPENDIXES .................................................................................................................................19 > APPENDIX 1 ....................................................................................................19> APPENDIX 2 ....................................................................................................21 > APPENDIX 3 ....................................................................................................24 > APPENDIX 4 ....................................................................................................26 > APPENDIX 5....................................................................................................26 > APPENDIX 6 ....................................................................................................28 > APPENDIX 7 ....................................................................................................28 > APPENDIX 8....................................................................................................28 > APPENDIX 9 ....................................................................................................35 > APPENDIX 10 ..................................................................................................34 BIBLIOGRAPHY ............................................................................................................................37
3 Introduction
“The record business is over”, said the music attorney Peter Paterno, who represents Metallica and Dr. Dre. Nowadays, the music industry suffers from peer-to-peer downloading and its gratuitousness. The majors (Universal Music Group, Sony Music Entertainment, EMI Group and Warner Music Group) have still seen their CD’s sales plummeted by 16,4% in 2009, in spite of a stabilisation in 2010.Indeed many music fans are often disappointed with the general offer from majors, sometimes perceived as not enough of quality and which are not promoting the young talents. That’s why there have been more and more small record labels in the music industry these past few years. For example, the big success of the rock band The White Stripes doesn’t come from a major but from an independent English...
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