Fontana, Morgana (2022) Djs as a brand: the case study in electronic dance music. Bachelor thesis, Scuola universitaria professionale della Svizzera italiana.
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Abstract
This research is carried out with the aim of understanding what is the winning strategy and what are the guidelines to be taken into consideration in order for a DJ Producer to achieve his personal goals and thus be successful in the electronic dance music industry. The first part takes a look at the general framework of the music industry, in correlation with digitisation and technological development. This provides an understanding of which elements play an important role in the music world, for example the advent of social media or streaming. Next, a focus was carried out on electronic music, its importance and development over the years. A literature search was conducted on the importance of branding and branding strategies, considering Keller's Brand Equity model and Aaker's Brand Vision model. Then, an in-depth look at what personal branding is and why nowadays even individuals need to build their own brand to achieve success. Next, I illustrated the DJ Producer industry with some of its main features. After an explanation of the methodology used and some limitations and difficulties encountered during the research, I outlined some main points on building a solid DJ Producer brand. Finally, I presented the case of the Dj Producer Marshmello, which I found very interesting to better understand the steps that should be taken into consideration in order to build a strong brand.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Corso: | Leisure Management |
| Supervisors: | Siviero, Alessandro |
| Additional Information: | Focus: Entertainment |
| Uncontrolled Keywords: | music, electronic dance, branding, dj, entertainment |
| Subjects: | Economia |
| Divisions: | Dipartimento economia aziendale, sanità e sociale > Bachelor in Economia aziendale |
| URI: | http://tesi.supsi.ch/id/eprint/4574 |
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