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The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
"Chronos" is a composition by the great jazz pianist, Aaron Parks. Originally arranged for a quartet consisting of piano, upright bass, drums and tenor saxophone, I sought to arrange the piece for a sextet consisting of trombone, alto saxophone, tenor saxophone, guitar, upright, bass, and drums. This thesis outlines my process as I transcribed "Chronos" from the original recording and then arranged it for a new ensemble. It also discusses the difficulties faced in all the phases of the project from transcribing to rehearsing and performing the work. My arrangement is included with the thesis for those who wish to analyze the music as well as a recording of a live performance of my arrangement at The Nash in downtown Phoenix on April 7th, 2015.
ContributorsMcdaniel, Sean Wesley (Author) / Kocour, Michael (Thesis director) / Haines, Ryan (Committee member) / Barrett, The Honors College (Contributor) / School of Music (Contributor)
Created2015-05
Description
Witching Hours is the debut studio album of Chicago-born, Phoenix-residing trumpet player John Michael Sherman. It is a consummation of his work in the Arizona State University jazz studies program both as a performer and composer. Featured on the album are several other musicians who John Michael played alongside throughout his tenure at ASU, including Chaz Martineau on tenor saxophone, Evan Rees on piano, Reid Riddiough on guitar, Vince Thiefain on bass, Matt McClintock on drums, and Dan Meadows on baritone saxophone. The album features seven pieces, all original compositions or arrangements. The first track, "Workin' My Nerves", is a blues shuffle in the key of F. This is followed by "Scarborough Fair", an arrangement of the classic English folk tune in a rock style. The title track, "Witching Hours", is an cadaverous linear composition in 7/4 which is followed by "Goliath", a pseudo-tone poem about the biblical giant. "I Should Have Known" is a pensive ballad featuring an a capella intro and cadenza, followed by the most recent composition, a minor blues-esque piece entitled "Who Said That?" The final track, "Don't Change A Thing", is an upbeat samba which was written in John Michael's first year of college. These pieces demonstrate an understanding of the jazz tradition and exhibit influences from such musicians as Clifford Brown, Freddie Hubbard, Wayne Shorter, and Snarky Puppy. The album was recorded at Tempest Recording in Tempe and produced by Clarke Rigsby. Clarke is a veteran recording engineer and is the first choice of many of Phoenix's finest jazz musicians, including thesis director and head of the ASU jazz department Michael Kocour. The pieces were composed and recorded under the guidance of Mike Kocour and Jeff Libman. Witching Hours represents a culmination of John Michael's course in the Arizona State University jazz department and his endeavors as a trumpet player and composer.
ContributorsSherman, John Michael (Author) / Kocour, Michael (Thesis director) / Libman, Jeffrey (Committee member) / School of Music (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Personal branding within the music industry has long fallen under the supervision of profit-centric major record labels, whose control extended throughout artist’s music, copyrights, merchandising, and fair-use compensation. This paper explores how artists’ branding has evolved within the recording industry alongside the development of emerging technologies and the discovery of certain patterns in consumer behavior. Starting with an overarching exploration of the origins of commercialized music, this paper iterates how certain record labels ascended the corporate hierarchy to influence consumers’ accessible listening options. This understanding leads to an analysis of the inception of illegal file-sharing websites as an outlet for music distribution, as well as its long-lasting effects on industry distribution tactics and music streaming platforms. This paper then narrows to the origins of the rap industry, delving into the traditionally-rooted experiential celebrations that birthed such an impactful genre. Following an understanding of the history of the recording and rap industries, this paper identifies the modern music listener’s behaviors and choices, supplemented by an examination of how consumer social technologies have motivated these changes. To best understand the role of these evolving perceptions, this paper evaluates four successful rap artists - Chance the Rapper, Tekashi 6ix9ine, Lil Nas X, and Travis Scott - and determines the strategies employed by these individuals and their branding teams. Finally, in determining these strategies, this paper outlines the essential takeaways from this research that would aid in the advancement of an artist’s personal branding today.
ContributorsBoyle, Jared Devin (Co-author) / Schneider, Garrett (Co-author) / Giles, Charles (Thesis director) / Lisjak, Monika (Committee member) / School of Music (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
With this thesis, I have set out to answer two fundamental questions within music: does music mean anything, and should music mean anything? In answering those questions, I also set out to create a creative project that would implement these ideas: an original concept album of music that is programmatic in nature and incorporates motivic composition, jazz improvisation, lyrics, extra-musical audio and more all in the service of telling a narrative, a story, through music. I have done research into understanding music as a language, finding that this language is primarily communicative and recreational, rather than representational, of meaning. As well, I discuss the various different ways that music composers from Wagner to Williams have created narrative meaning in their works, using examples of leitmotif and other devices, as well as tracing the contextual associations of meaning that occurs when music is perceived in certain contexts. Furthermore, I discuss the dialogue between absolute and programmatic music, and also talk about the role of jazz improvisation in adding meaning to works.
For the second part of my thesis I talk about how I came to create the creative project aspect. I discuss how and why I designed the narrative that I did, and also analyzed the music I have created to illustrate how I implemented the various methods of musical storytelling that I detail in the first part of the paper. Lastly, I discuss my plans for publication and release of the creative project.
The third part of this thesis is a sample of the creative project. There is a version of the narrative that goes along with the creative project, as well as one of the eight pieces of original music on the creative project, entitled Journey.
Overall, I found that music does have meaning, it is just meaning that society ascribes to it based off of artistic intent and context, and as to whether music should mean anything, I believe that this is a question best left to be answered on an individual basis. Music can be whatever it wants to be.
For the second part of my thesis I talk about how I came to create the creative project aspect. I discuss how and why I designed the narrative that I did, and also analyzed the music I have created to illustrate how I implemented the various methods of musical storytelling that I detail in the first part of the paper. Lastly, I discuss my plans for publication and release of the creative project.
The third part of this thesis is a sample of the creative project. There is a version of the narrative that goes along with the creative project, as well as one of the eight pieces of original music on the creative project, entitled Journey.
Overall, I found that music does have meaning, it is just meaning that society ascribes to it based off of artistic intent and context, and as to whether music should mean anything, I believe that this is a question best left to be answered on an individual basis. Music can be whatever it wants to be.
ContributorsPrice, Alexander (Author) / Gilfillan, Daniel (Thesis director) / Kocour, Michael (Committee member) / Libman, Jeffrey (Committee member) / Department of English (Contributor) / School of Music (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05