Purpose This article examines the ways in which the popular music industry markets artists
through integrated transmedia marketing campaigns. These campaigns unfold across …

New digital formats, media fragmentation and the evolution of complex consumer behaviour
continue to disrupt the music industries. There are substantial gaps in academic research in …

This research utilizes a qualitative descriptive methodology, employing the SOSTAC model
to analyze Art Music Today (AMT). The study follows six structured steps, starting with a …

The network traffic monitoring and marketing strategy of online music products in the
multimedia environment refers to the use of existing multimedia technologies to analyze the …

This video essay explores how Lil Nas X's debut album MONTERO (2021) uses the
intertextual, post-media possibilities of new media platforms to produce a daring intervention …

This thematic issue invited submissions that address the challenges of researching the
complex, hybrid, and liminal nature of promotional cultures and the published articles …

This thesis studies how the music industry's strategic communication practices interplay with
and steer audience and fan engagement. Relationships with, and expectations …

As the way we use the internet changes, the interactions within online communities also
change. Focusing on music fandoms, a new phenomenon has emerged of the use of …

As a social networking and microblogging platform that allows communication with short
messages, Twitter has the potential of being used by social scientists to study users, uses …

Independent musicians' have complications in creating a sustainable music ecosystem
platform business in an oversaturated and competitive music industry. In addition …