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Communication Strategies of Music Labels to Promote Artists in the Russian Market

Student: Yurin Igor

Supervisor: Yana Erofeeva

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This is a study of communication strategies of music labels to promote artists in the Russian market. The purpose of the research is to determine the key elements of communication strategies of music labels aimed at promoting music artists on the Russian market. To achieve this goal, the author conducts in-depth interviews with employees of music labels and PR agencies (N = 5), the results of which are analyzed and supplemented by content analysis of communications between music labels Black Star, Gazgolder and Little Big Family in social networks. The author concludes that the communication strategies of music labels to promote artists in the Russian market directly depend on the ecosystems of the music industry and the state of the media ecosystem, and the main communication strategy of music labels becomes trend tracking in social networks and regular introduction of performers to trending practices.

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