| Abstract | Pojavom i brzim razvojem interneta, a uz njega i društvenih mreža, promijenio se način na koji se proizvodi i usluge promoviraju. Brzina širenja informacija i velik, potencijalno globalni doseg u tome prostoru omogućili su lakšu komunikaciju između tvrtki i brendovate korisnika, čiji broj kontinuirano raste. Tako su društvene mreže postale značajan marketinški medij i nezaobilazan alat u poslovanju tvrtki. Digitalni razvoj u mnogome je utjecao i na glazbenu industriju i njezine pripadnike. Glazbenici su se morali prilagoditi novome dobu u kojemu korištenje tradicionalnih medija, kao što su televizija, radio ili tiskani mediji, za oglašavanje više nije donosilo velike uspjehe kao prije. Umjesto toga, okrenuli su se promociji svoje glazbe preko društvenih mreža od kojih su danas najpopularnije Instagram, YouTube, Twitter, TikTok i Discord. One su im na kraju omogućile bolje rezultate, a pritom i uvid u povratne informacije o tome kako im same promocije prolaze. Cilj je rada na odabranim primjerima stranih suvremenih pop glazbenika prikazati načine na koje oni koriste društvene mreže za promociju svoje karijere i glazbe. Rad je podijeljen u sedam cjelina. Poslije prve, uvodne, cjeline definiran je pojam internetskog marketinga. Sljedeća cjelina obrađuje industriju zabave i način na koji se u njoj proizvodi i usluge promoviraju. Četvrta cjelina prikazuje razvoj društvenih mreža i načine na koje se mogu koristiti u svrhu marketinga. U petoj cjelini definirana je pop glazba i njezine značajke. Iduća cjelina obrađuje promociju suvremenih inozemnih pop glazbenika posredstvom društvenih mreža te primjere njihovih uspješnih kampanja. U posljednjoj cjelini iznesen je zaključak rada. |
| Abstract (english) | With the appearance and rapid development of the Internet and social networks, the way in which products and services are promoted has changed. The speed at which information spreads and a large, potentially global reach in this area have enabled easier communication between companies and users, whose number is continuously growing. Thus, social networks have become an important marketing medium and an indispensable tool in the business of companies. Digital development has greatly influenced the music industry and its members. Musicians had to adapt to a new era in which the use of traditional media, such as television, radio or print, for advertising no longer brought great success as before. Instead, they turned to promoting their music through social networks, the most popular of which today are Instagram, YouTube, Twitter, TikTok and Discord. In the end, they provided them witht the better results and, at the same time, gave insight into the feedback on how the promotions themselves are going. The purpose of the work is on to show the ways in which selected examples of foreign contemporary pop musicians use social networks to promote their career and music. The work is divided into sevenparts. After the first, introductory part, the concept of internet marketing is defined. The next part covers the entertainment industry and how products and services are promoted in it. The fourth unit shows the development of social networks and the ways in which they can be used for marketing purposes. In the fifth unit, pop music and its features are defined. The next section deals with the promotion of contemporary foreign pop musicians through social networks and examples of their successful campaigns. In the last unit, the conclusion of the work is presented |
