Main Trends of Media Promotion of Pop-Artists’ Albums in the Context of Current Musical Styles (Based on Punk, New Wave, Underground Rap/Spoken Word, Hardcore, Post-Black Metal)

This research is focused on the promotion of independent and non-profit music bands belonging to a wide range of contemporary art movements. It is also aimed at filling research gap in the field of modern marketing of musical products. The purpose of this work is to clarify effective marketing patterns for non-profit music projects related to contemporary art movements. Scientific novelty lies in clarifying the effectiveness of strategies for promoting releases of musical groups related to contemporary artistic movements in the context of their digital presence features. The empirical basis of the paper includes expert interviews with independent music bands participants, as well as open data and private statistics of the official communities of musical groups in social media resources. It determines the potential demand of music industry participants who are interested in promotion strategies for independent artists as well as in research concerning issues of history and theory of media and marketing. Keywords: marketing, promotion, independent music, music management, music marketing, advertising, PR, social media.