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Whose voice do you hear? How does branding affect the solo artist's performance and/or career development?

机译：您听到谁的声音？品牌塑造如何影响独奏艺术家的表现和/或职业发展？

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摘要

Qualitative investigation utilizing a storytelling approach designed to examine the question: How does branding affect the solo artist's performance and/or career development with a specific focus on African American professional solo artists? The study's storytelling approach provides readers access to three musical genres through three generations of African American artist's persona! experiences and perceptions about branding and marketing. Critical Race Theory (CRT) provides the theoretical structure for a history based approach from which to recommend and implement change. Voice provides a historical reference, which preserves past lessons while bridging the past and future to emanate culture and value, and makes available guidance toward an educational process to aid artists making decisions about their career. Thus, the research provides a scholarly approach to implementing change based upon lived, knowledge-based information. The investigative study unveiled a distinct disparity in branding marketing practice, from the artist perceptions and industry intent. Additionally, the exploration of the artists' cultural environment revealed historical value in preservation of life lessons in order to address necessary changes in organizational management techniques. This study contributes to knowledge regarding artist-branding management as well as how to implement better practices through change management principles. Keywords: branding, marketing, solo artist, change, management.
机译：使用讲故事的方法进行定性调查，旨在研究以下问题：品牌塑造如何影响独奏者的表现和/或职业发展，尤其关注非洲裔美国专业独奏者？该研究的讲故事方法使读者可以通过三代非裔美国艺术家的角色来接触三种音乐流派！有关品牌和营销的经验和看法。关键种族理论（CRT）为基于历史的方法提供了建议和实施变更的理论结构。声音提供了历史参考，在保留过去和未来的桥梁的同时保留了过去和未来，以发扬文化和价值，并提供了有关教育过程的指导，以帮助艺术家做出职业决策。因此，该研究提供了一种学术方法，可以基于实时的，基于知识的信息来实施变更。这项调查研究从艺术家的认知和行业意图揭示了品牌营销实践中的明显差异。此外，对艺术家文化环境的探索揭示了保存生命课程的历史价值，以应对组织管理技术的必要变化。这项研究有助于获得有关艺术家品牌管理的知识，以及如何通过变更管理原则实施更好的实践的知识。关键字：品牌推广，市场营销，个人艺术家，变革，管理。

著录项

  • 作者

    Brown, Juliette.;

  • 作者单位

    Colorado Technical University.;

  • 授予单位 Colorado Technical University.;
  • 学科 Management.;Marketing.;Music.
  • 学位 D.M.
  • 年度 2014
  • 页码 87 p.
  • 总页数 87
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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