Scholarly record
THE IMAGE TECHNOLOGIES AND SOCIAL MEDIA AS URGENT TOOLS FOR RUSSIAN MUSIC INDUSTRY DEVELOPMENT
Abstract
In the contemporary music industry the image of a musician or a music event appears to be one of the most important parts of an agent or concert organization work. Thanks to correctly formed image a musician (music event) becomes memorable, recognizable and able to concentrate appropriate target audience around him (it). Successful and elaborated image is a key factor for a music project success and sometimes overshadows the quality of the music itself. The purpose of the article is to present our own vision on image technologies implementation algorithm and on advertising product creation as applied to music industry, basing on current knowledge and existing practice. Image technologies are useful both for constructive and destructive influence on social mind. The article examines not only traditional image technologies but also their destructive aspect on the example of a rock concert. Relying on the personal experience the author explains that the application of destructive image practices aids in the development of creative ad product and leads to the increase in advertising and music project effectiveness. Thereby it is important to consider the growing role of the Internet and social media (digital and SMM) in promotion of any music projects. A significant role belongs to popular blogs and various social networks where users can actively share information with each other. Considering this process from the point of view of the image forming it is possible to say that positioning of a musician as a person open to communication with his/her audience is essential to strengthen the loyalty and enlarge the number of the audience. The Authors used the following approaches and methods: system approach to process research; methods of observation, expert estimations, questioning and summarizing; techniques of comparative analysis and direct data presentation. As a result of the work, the author introduces the algorithm of promoting concerts and musicians for the music industry in the article. Thereby social media is viewed as an additional tool-set that could be used throughout all the stages of the given algorithm. All materials and conclusions of the article are based on the author's personal experience from work in the Russian music show-business – at one of the biggest concert agencies of Saint-Petersburg.
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