Niche vs Mass marketing: A profit and entrepreneurial analysis in the music industry

Thesis title: Niche vs Mass marketing: A profit and entrepreneurial analysis in the music industry
Author: Bansal, Shashwat
Thesis type: Diploma thesis
Supervisor: Ryška, Tomáš
Opponents: Sieber, Patrik
Thesis language: English
Abstract:
The main objective of this thesis is to assess why specific musicians are famous in the masses and why certain musicians are not. It also attempts to assess why some musicians are only successful in the niche part of the music industry and their incentives or what forces them to stay there. I restrict the research to music category - electronic music, and musicians – Disk Jockeys (DJs). The structure of the thesis is such that it tries to explain the entire scenario of the music business and the various paradigms on which the industry operates. It takes on an economic, cultural, psychological, and ethnographic perspective of the demand and supply of music as a commodity and/or service. I also try to do an analysis of the complimentary services attached with it. Finally, the research gives some innovative recommendations which budding and existing musicians can use to gain a competitive advantage.
Keywords: Marketing; Ethnomusicology; Music Industry; Nightlife
Thesis title: Niche vs Mass marketing: A profit and entrepreneurial analysis in the music industry
Author: Bansal, Shashwat
Thesis type: Diplomová práce
Supervisor: Ryška, Tomáš
Opponents: Sieber, Patrik
Thesis language: English
Abstract:
The main objective of this thesis is to assess why specific musicians are famous in the masses and why certain musicians are not. It also attempts to assess why some musicians are only successful in the niche part of the music industry and their incentives or what forces them to stay there. I restrict the research to music category - electronic music, and musicians – Disk Jockeys (DJs). The structure of the thesis is such that it tries to explain the entire scenario of the music business and the various paradigms on which the industry operates. It takes on an economic, cultural, psychological, and ethnographic perspective of the demand and supply of music as a commodity and/or service. I also try to do an analysis of the complimentary services attached with it. Finally, the research gives some innovative recommendations which budding and existing musicians can use to gain a competitive advantage.
Keywords: Music Industry; Marketing; Nightlife; Ethnomusicology

Information about study

Study programme: Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of strategy

Information on submission and defense

Date of assignment: 14. 11. 2022
Date of submission: 15. 5. 2023
Date of defense: 7. 6. 2023
Identifier in the InSIS system: https://insis.vse.cz/zp/82768/podrobnosti

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