Digitalization of the Methods of Promoting Club Events in Russia

Student: Karmalina-kharyakova Yulia

Supervisor: Tatiana Semenova

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This Bachelor Thesis is aimed at the description of promotional methods of clubbing events in Russia, and the changes brought to those methods by the creation of the internet and the ongoing digitalization. By using qualitative analysis, this work compares promotional methods utilized in the past by event promoters with those that appeared after the mass spread of the internet and subsequent digitalization of Russia. The paper aims to determine and describe the most relevant methods of promotion of clubbing event in contemporary Russia, and contrast them with the methods utilized in the past. Arguments and conclusions were maid on the basis of expert interviews of club promoters, disc-jockeys, pioneers of Moscow club culture and a music journalist that studies the development of club culture in Russia. Keywords: club events, night clubs, digitalization, promotional methods

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