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master's thesis
Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji
2022. urn:nbn:hr:251:957144
Zeko, Anita
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Zeko, A. (2022). Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:957144

Zeko, Anita. "Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:957144

Zeko, Anita. "Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:957144

Zeko, A. (2022). 'Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 11 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:957144

Zeko A. Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2022 [cited 2024 December 11] Available at: https://urn.nsk.hr/urn:nbn:hr:251:957144

A. Zeko, "Utjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:251:957144

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Metadata
TitleUtjecaj pandemije COVID-19 na implementaciju marketinškog miksa u glazbenoj industriji
Title (english)Influence of the COVID-19 pandemic on the implementation of marketing mix in the music industry
AuthorAnita Zeko
MentorIva Buljubašić (mentor)
MentorIgor Mavrin (sumentor)
Committee memberDamir Šebo (predsjednik povjerenstva)
Committee memberMarta Borić Cvenić (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2022-05-04, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Najveća globalna kriza modernog doba, pandemija Covid-19, utjecala je na brojne industrije i sektore. Među prvima koji su osjetili negativne posljedice krize bila je glazbena industrija koja se gotovo u potpunosti zatvorila. Ograničenja nastupa uživo te otkazivanja i zabrane koncerata, preko noći su sveli glavne izvore prihoda glazbene industrije na nulu, a mnoge izvođače i autore primorali da potraže nove načine komunikacije s publikom, kao i načine promocije i distribucije glazbenog sadržaja. U ovom radu provedeno je istraživanje o utjecaju pandemije Covid-19 na implementaciju marketinškog miksa u glazbenoj industriji, s naglaskom na promociju i distribuciju glazbenog sadržaja putem društvenih mreža i glazbenih streaming platformi. Podaci prikupljeni anketom i dubinskim intervjuom, ukazuju na povećanu potrebu za korištenjem digitalnih alata tijekom pandemije, ponajviše društvenih mreža i streaming platformi u području glazbenog marketinga te za komunikaciju s ljubiteljima glazbe. Društvene mreže i streaming platforme su obožavateljima tijekom pandemije omogućile neprekidno praćenje izvođača te slušanje glazbe unatoč strogim mjerama, dok su izvođačima osigurale jednostavnu distribuciju glazbe te besplatnu i inovativnu promociju sadržaja. Dodatno, povremeni koncerti u vritualnom okruženju i nastupi uživo s određenim ograničenjima, omogućile su glazbenoj industriji da privremeno „preživi“ tijekom pandemije, no puni oporavak industrije započinje globalnim ukidanjem mjera i povratkom najvećeg izvora prihoda glazbene industrije – koncerata uživo.
Abstract (english)
The biggest global crisis of our time, the Covid-19 pandemic, affected many industries and sectors. Among the first to feel the negative effects of the crisis was the music industry, which has closed almost completely. Restrictions on live performances and many cancellations and concert bans have cut off the music industry's main source of revenue, and many performers have been forced to look for new ways to communicate with their fans as well as new ways to promote and distribute music content. The research conducted in this paper investigates the impact of the Covid-19 pandemic on the implementation of the marketing mix in the music industry, with an emphasis on the promotion and distribution of music content through social media and music streaming platforms. Data collected through the survey and in-depth interview indicates an increased need to use digital tools during the pandemic, particularly social networks and streaming platforms both in the field of music marketing and to communicate with consumers. Social networks and streaming platforms allowed fans to continuously follow performers and listen to music during the pandemic despite strict measures, while at the same time ensuring easy music distribution and free and innovative content promotion for performers. In addition, occasional concerts in a virtual environment and live performances with certain limitations allowed the music industry to temporarily "survive" during the pandemic, but the full recovery begins with the global lifting of measures and the return of the music industry's biggest revenue - live concerts.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:957144
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-24 13:37:07