Matching Items (13)
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- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
DescriptionThis written work is accompanied by an audio CD and accompanying design and packaging materials, on file at the Barrett Thesis Library. The work details the process of recording an original audio CD and developing a marketing plan, including the building of a personal brand, strategies, tactics, and environment analysis.
ContributorsHoal, Lauren Elizabeth (Author) / Russell, Timothy (Thesis director) / Eaton, John (Committee member) / Rigsby, Clarke (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Finance (Contributor)
Created2013-05
Description
The goal of the creative project "Popular Music Songwriting" was to jump into songwriting with strategy and study on popular music, looking at why songs make the charts. The project had one focus on Max Martin's songwriting principles, but looked at anything that hit the charts. The conclusion of the project brings an understanding of several rules and patterns in songwriting that hit makers typically obey. A common purpose for pop songs is to keep its listeners engaged but not overwhelmed. The goal is to do something different, but keep things familiar and to make people want to listen to it again. Songwriting has become very business-minded in that many informal rules to songwriting have become established because they are supported by psychology, showing that we have developed certain expectations in songs. For example, when a song gets very complex, we oftentimes tune out and do not want to hear it. This problem makes a song unfriendly to the radio. Also, repetition is often exercised. Many pop listeners have favorite parts of songs; therefore, when a songwriter has created a hook that listeners will want to look forward to through the song's duration, then that hook should be recycled strategically to keep the listener engaged. Four songs are submitted at the project's completion. The songs' names are "Soon to be an Emergency," "They Will Look at Us," "Black and White," and "Psychedelic Nights." The songs well represent a timeline of the project. As new songwriting rules were learned in the process of this project, they were employed accordingly, making each new song a fair representation of the learning up to that point.
ContributorsDudzinski, Bryce Daniel (Author) / Libman, Jeffrey (Thesis director) / Wells, Christopher (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Over the last several decades, young adult literature has been growing in popularity. In 1997 there were a total of 3,000 young adult books published. In 2009 that number jumped to 30,000 with sales exceeding $3 billion (Brown The Atlantic). Today, Generation Z is the target young adult genre audience. Members of Generation Z are ages 12 to 17, or people born between about 1995 and 2009. This generation is accustomed to and grew up with ready access to technology. In order to garner the attention of this generation, marketers have to be more creative and focus on storytelling in their digital marketing methods. In a field saturated with titles, what methods do publishers use to distinguish their titles from others? In this thesis project I examined what visual and rhetorical elements marketers are using to draw in the young adult crowd. Visually, I utilized the criteria outlined by Dr. Frank Serafini in his book Reading the Visual. Rhetorically, I utilized the concepts of logos, ethos, pathos, and kairos. I conducted a visual and rhetorical analysis of the marketing methods implemented by young adult publishers on their young adult web platform, Twitter, Facebook, Goodreads, and on the physical book. I selected 5 novels based on webpage placement, i.e. which novels were placed furthest up the webpage, to the left, and the largest. The webpages I examined were the ones used by the Big Five publishing houses, Penguin Random House, Simon & Schuster, Hachette, Macmillan, and HarperCollins, to push out their young adult titles. Based on placement my novels were Morrighan: A Remnant Chronicles Novella by Mary E. Pearson, Other Broken Things by C. Desir, A Gatlin Wedding by Kami Garcia and Margaret Stohl, Anna and the Swallow Man by Gavriel Savit, and Glass Sword by Victoria Aveyard. This study found that pathos, or emotionally charged language, is the most utilized rhetorical technique. A lot of the time these emotional appeals centered on nostalgia, as 4 out of my 5 novels were part of a series. In addition there was a lot of language evoking feelings of female empowerment. Visually, all of the covers featured objects instead of people. This way, larger portions of the target audience can associate with the main character and envision themselves in that role. Finally, 2 out of the 5 books were novellas, which are companions to a series and available exclusively electronically. This shows that marketers are in some cases choosing to push out cheaper, novellas. Future studies could look at which marketing technique, since each platform varied in its medium focus, yielded the most sales. This would help marketers tailor their future efforts to Generation Z. For example, what yields more sales focusing on Twitter or Facebook? In addition, studies should look at why there is such a push for female empowerment. Since male members of Generation Z are not the target market on the publisher's website, Twitter, Facebook, Goodreads, and physical book, where are they being targeted? It is important to figure out how teenage boys select their books, as well.
ContributorsRath, Morgan Wilhelmina (Author) / Wendy, Williams (Thesis director) / Frank, Serafini (Committee member) / Alice, Hays (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
"EP \u2014 Kyan Palmer" is a compilation of three songs, "Hit List," "Queen Cobra," and "Burn Mona Lisa" all written and recorded by Barrett student, Kyan Palmer. The project explores the process involved in creating recorded music and exposes the vulnerability and self-reflection in writing a song. The following depicts the thought process that came about in the creation of each song from the lyrics, to the vocals, to the production. This paper depicts a journal-like writing style outlining the various events that took place while creating EP \u2014 Kyan Palmer. The bulk of this Thesis/Creative Project was the written, produced, and recorded music attached in the appendix. With that said, the following document is intended to be reflective rather than scholarly and acts as an accompaniment to the audio recordings and video entries.
ContributorsPalmer, Kyan (Author) / Swoboda, Deanna (Thesis director) / Tobias, Evan (Committee member) / W. P. Carey School of Business (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The changing student demographics of schools in the US offer opportunities to introduce new curriculum. Schools are seeing an increase in the diversity within classrooms, including an increase in the amount of students from other countries. This project discusses the potential benefits of introducing four specific Global Young Adult novels to high school classrooms in hopes of achieving a more culturally-responsive classroom. These novels include: Purple Hibiscus by Chimamanda Ngozi Adichie, Now Is the Time for Running by Michael Williams, Climbing the Stairs by Padma Venkatraman, and The Red Umbrella by Christina Gonzalez. As there are many arguments for Global YA Literature, this project focuses on the themes of the novels and the implications for the classroom. From a thematic approach, these four novels offer insight into the fluid nature of culture, as the characters must balance different identities as they move around the world. These themes can be used to create dialogue between students on cultural identity and how cultural surroundings affect their identities. These novels can also give students a more empathetic approach as they encounter cultural differences, creating a better community within the classroom.
ContributorsBurbank, Nicole Lauren (Author) / Durand, Sybil (Thesis director) / Clark-Oakes, Angela (Committee member) / Department of English (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.
ContributorsDrambarean, Julianna Rose (Co-author) / Simmons, Logan (Co-author) / Samper, Adriana (Thesis director) / Martin, Nathan (Committee member) / Department of Marketing (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical tastes as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.
ContributorsSimmons, Logan Patrick (Co-author) / Drambarean, Julianna (Co-author) / Samper, Adriana (Thesis director) / Martin, Nathan (Committee member) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Music, which is easier to access than ever before, has become an integral part of many passionate enthusiasts’ lives. As a fellow music-obsessed listener, I set out to create and sell music-related art to other impassioned fans. This thesis contains every step of the business plan for Album Art By Andrew, including executive decisions based on primary and secondary research, as well as a projected P&L for the first year of operations.
ContributorsMarkau, Andrew (Author) / Eaton, Kate (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Department of Marketing (Contributor)
Created2023-12
Description
Peach Pie is a young adult, epistolary historical fiction novel based in 1888 Texas surrounding the Collins family. After the tragedy of losing three of their family members, two of the three remaining Collins children move to a new town and begin a new life while also grappling with grief, loss and trauma. This is a dual first person point of view novel being told through diary entries and letters from the perspective of two of the Collins siblings: Ernest Collins is an eleven-year-old boy struggling with post-traumatic stress disorder while learning to be a normal child for the first time; Wilda Collins is a fifteen-year-old girl who is exploring her identity and place in society as she begins to enter adulthood. With these two perspectives, the reader is thrown into both a mental health and coming of age story centered around the experiences of everyday life in 19th century Texas, displaying the ups and downs of love, loss and young adult adventures in a historical setting.
ContributorsGluck, Alessandra (Author) / Bell, Matt (Thesis director) / Goodman, Brian (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor) / School of International Letters and Cultures (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05
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