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Brand building of Gorillaz and its specific image within the music market
Všelicha, Mikuláš ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
The work deals with marketing theory of brand building, which is then applied to a specific example of a virtual music group Gorillaz. The aim was to determine whether its activities are in accordance with this theory, and whether the success of this unconventional group could be explained using the marketing theory of brand building. To answer these questions, I tried to search for intersections of brand building theory and activities of the music group Gorillaz. For a theory I used works by leading marketing experts in the field of brand and also several books dealing with the specifics of the music market of the 21st century. Description of the activities and strategy of Gorillaz is based on analyzing books and studies that have been published about the group, their websites, profiles on social networks, interviews with its creators and Internet articles about the band. The work demonstrates that the way Gorillaz music brand was built largely corresponds to the recommended practices of brand building marketing theory. Although no marketing teams were involved in its development and one cannot say that it is a result of marketing strategy, Gorillaz still can be considered a good example of proper brand building. I see the benefits of this work in examining the relationship of music and marketing....
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Digital music on the Czech Market
Matějček, Karel ; Pavlíček, Antonín (advisor) ; Sova, Martin (referee)
Bachelor's thesis Digital music on Czech Market is primarily concerned with analytics of Czech digital market with digital music. The thesis main target is to present complex view of Czech digital market in relation to historic, legal, distribution and technological aspects in in comparison with American and global market. Part of the thesis is also theoretical introduction to given issue, closer view into technological aspects and summary of main distribution commercial sources along with free and illegal ones. In next, analytic part of the thesis the main specific sources are presented and compared in terms of price, user interface and offering. Part of the thesis is also devoted to brief comparison of examples of digital and physical distribution. At the end of the thesis, licences, actual trends and suggestions are presented based on personal analysis, empirical data and interviews with subjects on the market alongside with summary of advantages and disadvantages of digital distribution, its role in distributional model and prediction of possible future development of the market.
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American recording industry and its specifics
Beránek, Tadeáš ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with complex issue of American recording industry and its specifics in retail industry. The thesis is composed of three main parts which are being linked with its theme, and they complement one another. The first part is a theoretical framework of American recording industry. The chapters pursue basic terminology of music market, analysis of business environment in the USA and comparison of the recorded music to other entertainment markets. The second part engages in history of the recorded music, yet it specially concentrates on market's outputs, i.e. volume of sold recordings and corresponding revenues for the period 1989-2012. Eventually, the final part thoroughly studies music business, its subjects and principles. Chapters describe and analyze the profile of American music consumer, the theory of music copyright and financial aspects of recording as well as music publishing.
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Analysis of music market in retail environment
Beránek, Tadeáš ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis pursues the issue of music market and its economic performance. The essential target is to make a thoroughgoing analysis of music market as such, both on theoretical and practical basis. Secondly, it implies to evaluate its economic indicators as the sales of music records and their appropriate revenues. The first two chapters focus on theoretical appraisal of the principles of music-business running as well as a comparison between music recordings and other similar products of entertainment industry (DVDs, movies etc.). There is a depiction of a historical development and evolution of global music market with the stress on music formats (LP, MC, CD) in the third chapter. The very last chapter demonstrates the development of revenues and unit sales of music recordings on global and selected music markets as well as there is an abundance of charts, diagrams and tables for better illustrative purposes.
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Analysis and prediction of the digital music market
Pulda, Michal ; Raška, Ondřej (advisor) ; Mutl, Michal (referee)
This paper analyzes the conditions and functions of the present music market, with the main focus on the distribution of music in digital formats. It discusses fundamental concepts as well as the law framework which is used in the Czech Republic and worldwide. Firstly, the paper discusses technological aspects, including various music formats, the realization of sales via the Internet, and the usage of file sharing networks. Secondly, the paper discusses important services already available on the Internet, which have had a significant impact on the market, and whose influence will continue well into the future. To better understand the present situation, an analysis of piracy phenomena is crucial. This analysis is based on many published studies and has attempted to reflect the attitudes of customers, musicians, and the music industry in general, towards the present state of the market. Finally, various opportunities are discussed for designing potentially usable services, which could possibly create value for consumers and the music industry in the future. These models include protectionist services transformation, supply diversification, subscription approach and streaming. New models are globally compiled together with outlined relations between them.
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