Concept Development of a Club Concert’s Online Promotion (on Example of a Popular Music Concert)

The purpose of the final qualifying paper is to develop the concept of online promotion for club music concerts. To achieve the stated purpose, following objectives were distinguished and solved: the specific features of club concerts as a category of cultural services were identified; the main channels and tools of music events’ online promotion were examined; St. Petersburg’s market of club concerts was analysed and a series of cultural events promotion experts’ interviews were held. All of the information obtained in the course of the study formed the basis for the development of the concept structure. The methodology of the paper consists of three main phases: open resources’ content analysis on the level of Internet representation among club concerts held in St. Petersburg from the beginning of April 2016 to the end of March 2017; the analysis of actual practices and trends in the sphere of cultural events’ online promotion through the series of expert interviews; the online promotion concept’s development and approbation on a club concert of popular music in St. Petersburg. As a result of this work, it was concluded that the main features of club concerts are their target audience core’s young age and the dependence of a concert’s commercial, reputational and creative success on the level and quality of Internet promotion. The main channel for concert information disseminating and audience engagement are social networks, as well as landing pages with embedded game mechanics. The approbation of the developed concept showed that results of efficiency: overfulfillment of the ticket sales plan was achieved and the profitability index of the concept’s implementation reached 337,1%. General recommendations on implementation of the concept for each stakeholder in club concert’s promotional process are given in the final part of the paper.