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In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022
Titre : In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? Type de document : Mémoire Auteurs : Anthony GALASSO, Auteur Année de publication : 2022 Importance : 140 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
ART ; WEBMARKETING ; INTERNET ; SITE INTERNETRésumé : Blockchain technology and Non-Fungible Tokens are altering the art market's value and ownership relationships. Those new technologies will make the art market eclectic, interconnected, borderless, and more accessible. NFTs unique characteristics such as scarcity, non-fungibility, provable authenticity, proof of ownership, royalties, and direct distribution infrastructure transform digital marketing activities and strategies. In this context, creators considering using NFTs should be aware of the new marketing opportunities and consequences. The objective of this research is to provide the groundwork for this new formation by demonstrating how artists might use the mix of art and marketing in the new NFT paradigm. To investigate the question in which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm both qualitative and quantitative approach were chosen. In addition to that, a participant observation was conducted to collect immersive data about the market, the community, and its behaviors. Three NFT artists were interviewed about the digital marketing tactics they are currently using or will use in the future to promote their work in the NFT environment, and 118 responses were collected from NFT artists, collectors and enthusiasts thank to the distribution of a questionnaire. The results showed that as an artist, there are different ways of leveraging Digital Marketing activities to sell & advertise artworks and NFT collection. The first way is by establishing a strong presence on specific social media platforms. Twitter, Discord, and Reddit are today's most relevant platforms for communication and should be the major medium on which artists should focus their activities. The second way is to utilize and comprehend the updated marketing strategies that have emerged within the Crypto Art Industry. The new techniques concentrate primarily on the NFT technology, specifically the minting procedure and the NFT marketplaces; including the number of editions sold, airdrops and minting techniques. Finally, the third and last way is to use techniques from the traditional realm of digital marketing that are applicable in the NFT ecosystem such as Public Relation services, Influencer Marketing, Ads platforms, newsletters as well as Content Marketing. On this basis, the success of NFT artists is influenced by a variety of elements, including a solid understanding of the technology and the utilization of specific digital marketing techniques. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572751 MUSIC AND BRANDING STRATEGIES / Mariam OUARDI / 2022
Titre : MUSIC AND BRANDING STRATEGIES Type de document : Mémoire Auteurs : Mariam OUARDI, Auteur Année de publication : 2022 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
MUSIQUE ; MARQUE ; STRATEGIE ; MARKETING CULTUREL ; MARKETING STRATEGIQUERésumé : The relationship between brands and music is not new. For decades, brands have been using sensorial marketing, marketing that appeals to consumers' senses, to influence their buying behavior. Music, in its unifying and transgenerational character, is a fantastic vector of emotion that has the power to generate brand preference.
With digital, the dematerialization of music and the explosion of social platforms that allow everyone to become a content creator, competition is tough and requires brands, labels and artists themselves to develop their branding strategy to differentiate themselves. But music marketing is not the prerogative of brands, it becomes the prerogative of labels, which must propose marketing strategies more and more advanced, but also and especially that of the artists themselves; powerful levers of influence, which import the buying behavior of fan communities. During this thesis, we will have for objectives to answer the following question: How does a relevant relationship between music and branding influence consumer behavior? By demonstrating in a first time how music influences the listeners, from a physiological and psychological point of view. Secondly, we will see how brands use this asset in their marketing strategy and under what forms and finally, we will approach the use of personal branding by the artists themselves to develop their image and their career in a technological and economic context which evolves very quickly until becoming brands themselves.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572765 The American musicals: a model to follow or to avoid ? / Sophie DRUELLE / 2022
Titre : The American musicals: a model to follow or to avoid ? Type de document : Mémoire Auteurs : Sophie DRUELLE, Auteur Année de publication : 2022 Importance : 28p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via
le bouton CONNEXION en haut de page.Langues : Français (fre) Mots-clés : Management
AMERIQUE ; MUSIQUERésumé : In a world where entertainment is part of our lives, I wanted to look at a subject that is dear to me: the musical. But not just any musical, the American musical. Through this dissertation, I highlight the benefits of the genre, and explain why it is a good model, especially its specificity of bringing together cultures and classes. Through the example of The Lion King, the most profitable musical of all time, I analyze the recipe for making a Broadway musical. But also, in light of the economic complications that such a model creates, I question the future of this genre and the future of the model, given the changing world in which we live. In a world where social networks are king, and where the pandemic has done harm, does the musical still have a future? Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=571602
Titre : The Global Rules of Art : The Emergence and Divisions of a Cultural World Economy Type de document : e-book Auteurs : Larissa BUCHHOLZ, Auteur Editeur : New Jersey : PRINCETON UNIVERSITY PRESS Année de publication : 2022 Importance : 417 p. ISBN/ISSN/EAN : 978-0-691-23986-6 Langues : Anglais (eng) Mots-clés : Management
DEVELOPPEMENT ECONOMIQUE ; ARTRésumé : A trailblazing look at the historical emergence of a global field in contemporary art and the diverse ways artists become valued worldwide Prior to the 1980s, the postwar canon of "international" contemporary art was made up almost exclusively of artists from North America and Western Europe, while cultural agents from other parts of the world often found themselves on the margins. The Global Rules of Art examines how this discriminatory situation has changed in recent decades. Drawing from abundant sources--including objective indicators from more than one hundred countries, multiple institutional histories and discourses, extensive fieldwork, and interviews with artists, critics, curators, gallerists, and auction house agents--Larissa Buchholz examines the emergence of a world-spanning art field whose logics Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=582044 The industry of fashion & photography / Camille DENOMAISON / 2022
Titre : The industry of fashion & photography Type de document : Mémoire Auteurs : Camille DENOMAISON, Auteur Année de publication : 2022 Importance : 35p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE ; MODE ; PHOTOGRAPHIERésumé : The creation of social networks in the 21st century has created new interests among the population. As of October 2021, the social network Instagram had over 1.393 billion users on its network. Its primary use is for sharing content, photo, and video, to its community. Over time, some communities have become dominant and some celebrities such as Cristiano Ronaldo has more than 464 million followers. This type of network has nevertheless allowed many photographers to develop, to share their content and one type of photography has strongly imposed itself: fashion photography. Following a rather discreet evolution since the 19th century, it has nevertheless been able to mark the times by evolving in its time. Through the development of photographic techniques, the fashion industry and fashion magazines, fashion photography has found its place. Its presence, sometimes considered as a real economic asset, has been able to sell and put in art the creators and houses of each of these times. Its presence in our society, at the same time idolized by a part of the population and at the same time source of anguish for others, is not without attracting polemics and threats. It is a profession, in spite of all these debates, artistic which does not cease evolving in its time Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=565244 The relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: / Clotilde COUTURIER / 2022PermalinkWill cinemas survive the digitalisation of consumption? The role of customer experience in cinema differentiation. / Marie OROSCO / 2022PermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021PermalinkBringing ecology to theatre production: challenges and possibilities / Mariia LOBANOVA / 2021PermalinkLe cinéma a-t-il un avenir ? / Sophie GROSCLAUDE / 2021PermalinkLa COVID-19, destruction créatrice pour l’industrie musicale ? / Coralie GRASLIN / 2021PermalinkHow artists use social media to melt the ice wall between the public and visual art? / Hairi HAIRI / 2021PermalinkHow to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021PermalinkHow to improve public’s cultural participation of performing arts in China? -- Why art education and national art popularization matters in improving arts participation? / Meichen GUO / 2021PermalinkMasculin/Féminin I / Françoise HERITIER / ODILE JACOB (2021)PermalinkMener une carrière artistique musicale de variété en France du XXème siècle à aujourd’hui / Manon DEBS / 2021PermalinkModernism and Rock & Roll, a societal, cultural and musical study of the impact of the British Invasion nowadays / Antoine LEBLANC / 2021PermalinkMusic and brand image / Joffrey GEORGE / 2021PermalinkLa musique électronique, vecteur de mixité sociale / Théo LECAREUX / 2021PermalinkOù suis-je ? / Bruno LATOUR / LA DÉCOUVERTE (2021)PermalinkRap music industry change with its popularization / Amine MOUSSOU / 2021PermalinkSocial purpose musical and orchestral education plans: to what extent can the social impact of social purpose musical and orchestral education programs can be evaluated? / Laurine COLOMBIER / 2021PermalinkThe digitalization of the contemporary art market: the impact on marketing strategy of international art galleries / Victoria NOIZET / 2021PermalinkThe introduction of voguing and waacking into Parisian cultural venues : From recognition opportunities to cultural appropriation of two underground dances / Constance BIDAUT / 2021PermalinkThe shortcomings of cancel culture / Marion SIMART / 2021Permalink
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