STRATEGIZING THE MUSIC INDUSTRY: TRENDS, PRINCIPLES AND PRIORITIES

Authors

Keywords:

strategy, music industry, strategic communications system, trends

Abstract

Subject: the music industry as a part of the creative economy. Goals: theoretical foundations determination of the strategy development and implementation of the music industry and its actors. Methodology: we used the methods of economic analysis, synthesis, comparison and benchmarking. For strategic analysis, the well-known concepts of strategic marketing and branding are used, as well as the methodology of strategizing by Foreign Member of the Russian Academy of Sciences (Life-time), Dr.Sc. (Econ.), Professor of Political Economy, Honored Fellow of Higher Education of the Russian Federation – title given by the President of the Russian Federation V.L.Kvint. Results: the study identifies the features of the functioning of music industry brands, substantiates the theoretical foundations of developing a strategy for music industry brands, analyzes global trends in the development of the music industry. The authors also developed a strategic communication system for a music brand. Application and conclusions: the conducted research has an applied orientation and can be used by all actors for their long-term strategic development.

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Published

2022-09-25

How to Cite

Khvorostyanaya, A. S., & Tevanyan, G. N. (2022). STRATEGIZING THE MUSIC INDUSTRY: TRENDS, PRINCIPLES AND PRIORITIES. JOURNAL OF REGIONAL AND INTERNATIONAL COMPETITIVENESS, 3(3), 60-72. Retrieved from http://jraic.com/index.php/tor/article/view/94