Matching Items (3)
- All Subjects: Strategic Communications
- All Subjects: Music Marketing
- 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.
Our goal for the project was to formulate a reliable promotion strategy that, when implemented, will help future independent artists successfully get discovered and build an engaged following of their own. 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. In an effort to find a better and more dependable process for independent artists to be discovered, we tested our theories on Apollo Bravo, an innovative, Alternative/Electronic passion project, created by two of our group members, Max Fees, and Cole Kinerk.
We found that traditional means of exposure offer little insight into an artist's growing audience and can pose several challenges when measuring their efficacy and return on investment. Through these channels, artists can spend thousands of dollars promoting themselves to disinterested individuals while learning very little about their audience in the process. If only there was a reliable method for artists to introduce themselves to the people most likely to enjoy what they have to offer…
By harnessing the power of Facebook’s audience targeting machine learning ad platform, artists have an opportunity like never before to:
1) Find an audience without compromise
2) Study and engage with said audience
3) Find millions more listeners who, based on their Facebook data, resemble their growing fanbase.
Furthermore, the more time and money artists are willing to invest in their ad campaigns, the more opportunities they create for Facebook’s machine learning algorithms to learn and optimize, thus targeting more desirable listeners more efficiently
Though access to new listeners is at an all time high, finding this audience requires strategy. In the context of driving results and creating an audience - honing one’s skills as a marketer is just as important as it is honing their skills as an artist. Before all else, artists must identify their genre and differentiating factors. A firm understanding of positioning and value proposition is necessary to inform one’s targeting, content and copy development strategies.
By harnessing the power of targeted advertising, machine learning, and brand strategy any artist can find and develop an engaged following. Furthermore, these powerful advertising platforms let independent artists circumvent the top-down system that the music industry has operated on since its inception. No longer do artists have to find a label or sign away their next five years to be successful. Through digital advertising and a small amount of ad spend, any artist can find the
right listener, a listener waiting to fall in love with their music.