Pop Music Marketing Models over the Digital Music Platform -- Researches and Application Practices

• Main Authors: LIN PING FANG, 林苹芳
• Other Authors: 陳清河
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/22158787422490501809

碩士 === 國立臺灣藝術大學 === 應用媒體藝術研究所 === 98 === According to the latest sales figures for Taiwan market in 2009, provided by Recording Industry Foundation in Taiwan, it indicates that the amount of the total sales has dropped to one tenth of total sales amount of 1997.Besides the piracy, digitalized music also is another key factor that strikes Taiwan music market and causes the drop of sales amount of records and label business. Digital platform offers a much better way for any piracy: it not only makes the pirates digitalized ,but also speeds the spread of pirates. Consumers and music content provider must be aware of the fact that the urgent needs for marketing towards digital music and of the fact that the ways to meet and satisfy consumers’ need have been changed when Record Industry is entering a cyber world where any music can be presented as digital .This research focused on label & record industry , music-content providers and online –music servers as research targets .And this research is also built by the information and analysis summarized by In-depth interviews on some experienced music-related workers and Research Study on previous related studies and researches. With intellectual property rights are being violated by pirates and cyber pirates year by year, pop-music content providers/makers turns for help either by Third-party’s emphasis on Copy Rights or furthermore ,they confront this situation and change the crisis brought by digital plat form to a favorable new turning point. They change the traditional marketing models for pop –music and develop a new marketing model for digital music and create a new opportunity for themselves. This Research aims at exploring the pop-music new marketing model towards digital platform.