Strategies and tools of marketing and communication and its effectiveness in the promotion of pop and rock in Catalan

Abstract

In 2010, pop and rock music in Catalan experienced a moment of great excitement, with a conglomerate of groups and singers who gain popular recognition. This article presents a research that links communication as a marketing policy and popular music in a specific area and time. The bands, as creators and managers of a work aimed at consumers have access to tools and communication strategies that have taken up new possibilities during the development of digital technologies. The article aims to determine the utility that communication is for bands and what techniques are most appropriate for them, and also to know which is musicians attitude towards marketing and how to articulate its management.
The research, carried out in the territory of Catalonia between 2010 and 2012, has followed a basically qualitative methodology, based on in-depth interviews. But it has also developed a quantitative model for measuring musical consumption, in order to obtain the sample to be investigated, from the quantification of the defining categories of musical consumption and relevance. Because there is no system that objectively and completely determines the levels of consumption assumed by the different musical groups, it has been developed a mechanism to quantify the musical consumption in the period of time and territory analysed.