Matching Items (3)
- All Subjects: Strategic Communications
- All Subjects: Music Discovery
- Creators: Hass, Mark
- Creators: Long, Mary Louise
- Resource Type: Text
South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.
Facebook Killed the Radio Star: How Targeted Advertising and Machine Learning are Remixing Music Discovery
The purpose of this thesis is to formulate a reliable promotion strategy that will help future independent artists effectively gain exposure and create an engaged and enthusiastic audience. To do this, we set out to create moments of discovery - the moment when a listener decides they have a particular affinity for an artist or song - by introducing Apollo Bravo to audiences that are most likely to enjoy what Apollo Bravo has to offer. The methodology underlying these campaigns was to present authentic and attention-grabbing content, in both brief and extended methods, to people who are most likely to enjoy Apollo Bravo.
From our research, we found that for as little as $5 a day, an independent artist can make effective introductions to audiences most likely to enjoy what they have to offer without compromising artistic expression, while also learning from and engaging with their growing audience.
A guide to implementing empathy in crisis communications