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University of South Africa

1. Nel, Jessica Jane. Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century .

Degree: 2017, University of South Africa

URL: http://hdl.handle.net/10500/24471 

Musicians are cultural entrepreneurs, operating as human brands in the South African music industry. The ability to manage their brand effectively may give them an added advantage to compete successfully in this industry. This study sought to explore the integrated marketing communications (IMC) practices of South African musicians in brand promotion. Using a qualitative design, interviews were conducted with practising South African musicians to collect data. The results revealed that South African musicians use multiple marketing communications tools to promote their brands in multimedia campaigns. However, not all the elements required for integrated marketing communications were in evidence. Results from this study may be used by entrepreneurial South African musicians to create a strategy for integrated marketing communications in promoting their brand in the South African music industry and may also contribute towards the practical application of IMC within the broader field of marketing management. Advisors/Committee Members: Nienaber, Hester (advisor).

Subjects/Keywords: Marketing; Marketing Communication Mix; Integrated Marketing Communications; Brands; Branding; Human Brand; Entrepreneur; South African Music Industry; Music marketing; Musician marketing

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Nel, J. J. (2017). Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century . (Masters Thesis). University of South Africa. Retrieved from http://hdl.handle.net/10500/24471

Chicago Manual of Style (16th Edition):

Nel, Jessica Jane. “Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century .” 2017. Masters Thesis, University of South Africa. Accessed January 17, 2021. http://hdl.handle.net/10500/24471.

MLA Handbook (7th Edition):

Nel, Jessica Jane. “Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century .” 2017. Web. 17 Jan 2021.

Vancouver:

Nel JJ. Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century . [Internet] [Masters thesis]. University of South Africa; 2017. [cited 2021 Jan 17]. Available from: http://hdl.handle.net/10500/24471.

Council of Science Editors:

Nel JJ. Marketing in the music industry : integrated marketing communications for South African Musicians in the 21st century . [Masters Thesis]. University of South Africa; 2017. Available from: http://hdl.handle.net/10500/24471

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