Year of Graduation
Ways to Promote Russian Recording Companies’ Products to Major Musical Markets
This paper researches the ways to promote Russian music to the major music markets under the modern conditions of excessive supply, digital distribution, and piracy. The research utilizes PEST-analysis, literature-analysis, factor-analysis, polls, and linear regression model to obtain the answers. It was found that the viral marketing is the most efficient promotion tool; music industry depends on the dominating technology on each stage of its development; economic factors (as GDP, disposable income), technological (software piracy rates), political (industry regulation, anti-piracy measures) and social (willingness to pay for music) have effect on music sales; taken music markets (USA, Japan, Germany, France, UK, and Russia) require different strategies of promotion, though they also have some similar points; to help Russian musicians the Government should introduce basic income for all citizens.