Influencia del marketing en la música un análisis cross cultural.

Abstract

This research aims to analyze the influence of marketing from the musical retrospective of genres and artists that have emerged since 1950 until today. It also seeks to define the marketing strategies applied by great artists of the music scene and how marketing has influenced music. The research is descriptive qualitative based on the documentary method. Through the bibliographic research method, the existing information is analyzed in order to carry out a comparative analysis between countries with respect to the changes that have been generated from marketing. The personal interview was applied to an expert in the area of ​​communication and the musical environment in order to evaluate their experience as part of the descriptive method, it is like that; that the semi-structured interview format is developed covering internationalization issues with respect to what the music industry was like before with respect to the present. From the Cross Cultural analysis, it is possible to define the marketing strategies present in the artists which are: naming or personal branding, content marketing, postponement marketing, innovation, aesthetics / fashion and market.