Case Studies - Music Industry

Lil Nas X’s Croc endorsement KEY TERMS

Synergy, Big 3 have connections, brand influence to raise Star Image, consumer culture, and online buzz.

Barbie & Dua Lipa KEY TERMS

Vertical integration, viral marketing, integrated marketing, cross media convergence, audiences grow for both, and consumerism as audiences buy the album.

Laufey’s campaign KEY TERMS

Converged Technology, Word-of-Mouth marketing, Viral marketing, Guerilla marketing, integrated advertising, global fan base grows, and Synergy.

Big 3 - Sony KEY TERMS

Traditional model, vertical and horizontal integration, conglomerate, subsidiaries, synergy, cross media convergence, back catalogue, and huge amounts of funding.

DIY - Chance the Rapper KEY TERMS

DIY, Stream-Only Grammy Winner, Owns 100% of his Music, collaborations, and featured in articles

Mogul KEY TERMS

DIY/Independent, royalties, creative freedom, and streaming

Spotify Wrapped KEY TERMS

Personal Identity, Social Interaction, reflection, mass audience, fandoms, super-fans, converged technology, viral marketing, and Word-Of-Mouth

Concerts over cost-of-living KEY TERMS

Social Interaction, Personal Identity, converged technology, live performances, Word-Of-Mouth, Big 3/Label, advertising, viral marketing, and merchandise

Taylor Swift’s Eras Tour & Film KEY TERMS

Taylor’s version, viral marketing, word-of-mouth, converged technology, cross-media convergence, and broken records

Vinyl sales KEY TERMS

Physical media and traditional model

Indie Record Labels KEY TERMS

DIY, digital technology, and growing in power

Spotify’s Global Reach KEY TERMS

Converged Technology, mass audience, and distribution

K-Pop Scandal KEY TERMS

Niche audience, global audience, fandom, word-of-mouth, viral marketing, and converged technology

Lil Nas X’s Crocs Endorsement STATS

Barbie & Dua Lipa STATS

Chappell Roan’s Career KEY TERMS

Fandom, Mass Audience, Personal identity, Social Interaction, and Active Audience