The Study of Culture Marketing of Hard N Heavy Music in Taiwan

• Main Authors: Wei-Bang Huang, 黃維邦
• Other Authors: Po-Hsiu Lin
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/59d896

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 96 === The purpose of this study was to analyze the development of hard n’ heavy music and business practice in historical, social, and industrial perspectives, and treat of culture marketing and cultural medium of record label and record store in Taiwan. The objects of this study were two record labels and two retail stores. The results from this study had showed that the domination of hard n’ heavy music by political power had turned into the control of commercial mechanism. In the business practice, three of them focused on CD sales, but the share of hard n’ heavy music were different. Another one paid attention to promote live performance tours. In the process of cultural medium, four dealers played as gatekeeper, and they didn’t add any brand new image to the music, due to the fans’ main attention was the diversity of music. In culture marketing, cultural medium of four dealers was important. CD sales depended on market’s demand. Internet, public praise, and collaboration with other industry were three promotion methods. The practice of long tail theory still didn’t work, due to market size and high license fee in digital music operation.