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Titre : How music has become a 360° experience. A french example: jo&co Type de document : Mémoire Auteurs : Gaïa CHABANIER, Auteur Année de publication : 2022 Importance : 29 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 ; CULTURE ; INTERNET ; ARTRésumé : In 2022, the ways of receiving music are undeniably different from those of our parents born
in the 1970s. Today, in the age where everything is digitalized, the buzz disappears as quickly
as it appeared and streaming platforms are multiplying. This acceleration and diversification
influence the modes of reception and production of commercial music. Artists, producers and
consumers of music must adapt to these upheavals. In this essay, we will look at the changes
that have taken place in the francophone music industry over the past decade. Throughout
the argument, we will try to adopt successively the point of view of the consumer, the artist
and then that of the various internal actors of the industry, such as the record companies.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572739 How streaming platform's feature are impacting the music listenning habits of the generation Z ? / Romain POUYES / 2022
Titre : How streaming platform's feature are impacting the music listenning habits of the generation Z ? Type de document : Mémoire Auteurs : Romain POUYES, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATION ; MUSIQUERésumé : Considered a real breakthrough for music industry, music streaming is the main way to listen to music nowadays. I t can be used on any electronic platform and can be used anywhere and at any time. The benefits of applications are numerous and provide users with an impressive music library at their fingertips.The aim of this paper is to study and investigate the consequences that streaming platforms have on the music listening habits of a generation (generation Z) through their implementation of numerous features. Streaming technology is bound to have an impact on our music listening habits and behavior.The study put forward in the paper included several hypotheses. Conviviality and musical diversity are directly related to the use of smart playlists when the emotion and sharing of music is mixed with the use of a premium version (offering a full range of features). Hypotheses on conviviality and musical diversity contexts show an impact of the use of smart playlists when premium versions do not have a direct influence on the emotion sought in the music as well as on the musical sharing. The results are different depending on the variables, but they show the purpose for which Generation Z uses streaming today and allow us to understand what is desired, what is not expected by this generation or what is not well enough developed by the platforms. This understanding thus offers clues as to how streaming platforms can develop to better accommodate the desires of Generation Z. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=567377 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
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
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 PermalinkThe relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: / Clotilde COUTURIER / 2022
PermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021
PermalinkPermalinkHow artists use social media to melt the ice wall between the public and visual art? / Hairi HAIRI / 2021
PermalinkHow to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021
PermalinkHow 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 / 2021
PermalinkMener une carrière artistique musicale de variété en France du XXème siècle à aujourd’hui / Manon DEBS / 2021
PermalinkModernism and Rock & Roll, a societal, cultural and musical study of the impact of the British Invasion nowadays / Antoine LEBLANC / 2021
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