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The Transmedia Project on the Russian Electronic Music Today: the Creative Concept, Promotion Plan, Audio Content (Creative Format)

ФИО студента: Babaian Anastasiia

Руководитель:

Кампус/факультет: Faculty of Communications, Media, and Design

Программа: Media Communications (Bachelor)

Год защиты: 2021

Together with the formation of the Moscow electronic music Studio and the confident entry of Russian electronic music to the mass level, the flow of cultural information from abroad is increasing in Russia: people are becoming actively interested in Berlin techno and its forms of consumption, there are raves, club parties (both local and mass), people are beginning to form communities and change the spaces around them: Russian society is discovering new leisure phenomena, changing the way of life, and as a result, Russian electronic music is gradually becoming a phenomenon that is no longer elite, and mass culture-there is an information revolution . New phenomena that contribute to the formation of Russian electronic music and the scene as a whole as a separate cultural practice attracted people with their uniqueness, the possibility of self – expression and non-standard statements-active protests against traditional values began, and together with a sense of "positive" protest, people found like-minded people and formed their own groups, which could be divided not only according to the genre features of electronic music, but also into appropriate social groups, which was required by the target audience of our project. And it is the desire to "be unique" that is one of the determining factors of the relevance of our media product. Consumer relevance: the desire to be unique and to know more about the artists whose work we regularly observe – has been preserved since the first active flows of cultural information from abroad and is growing in reality. The opportunity to feel like a member of the" community " and be educated not only in mandatory educational areas (for example, the basic school curriculum), but also for "personal", "leisure" purposes – to understand the background of the author's originality, simply and free of charge to get the information that will complement your own hobby not only with pleasure, but also with understanding and increase not only the pleasure, but also the level of recognition of little-known artists of the Russian electronic scene. Relevance within the framework of the industrial problem that the project solves. The peak of popularity of Russian electronic musicians, as well as the genre of electronics in Russia as a whole, and the lack of comfortable and understandable resources (mainly single-platform), where you can immerse yourself in their work, as well as listen to expert opinions from representatives from the industry, not only when listening to music directly, but with the possibility of partial direct contact: read biographies, watch video interviews, listen to thematic podcasts (both with representatives from the industry and with musicians in general, learn about upcoming releases and generally immerse yourself in the information field, which will tell you about your favorite electronic artist, as well as about the latest trends / styles / genres. After all, as a research survey shows (see appendix 1), not every listener knows everything about their favorite artist that they want to know. The main arguments for justifying the project's purpose are: - Low level of knowledge about the representatives of the electronic scene; - Lack of a unified and comfortable thematic platform with transmedia components of interaction; - Lack of awareness about the formation of the Russian electronic scene; -A small number of media products with representatives from the "off-screen" music industry (producers, music studios, labels) -A small number of media products about "underground representatives" of the Russian electronic scene; - Low level of awareness in the styles / genres / directions of Russian electronic music. The main goal of the media project is to popularize non-mass Russian electronic music and expand knowledge about it both among the audience that plans to start understanding Russian electronic music, and among the audience that is already interested in the Russian electronic scene and has a basic understanding of the features and differences of genres and directions. The project will also be useful for those who plan to start creating their own electronic music. Actions to achieve the goal: study of industrial features of modern Russian electronic music, formats of perception of individual components in such projects, study of popular formats of similar thematic media materials in the Russian media market, transmedia features that will be used in the presented project, study of the audience of the proposed project, study of the features of Russian podcasting, its history.

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