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Supply chain da indústria da música em Portugal
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Resumo(s)
Para a grande maioria das pessoas, música é sinónimo de entretenimento, está presente na vida de todas as populações representando assim uma base de consumidores na ordem de biliões de pessoas. O mercado global da Indústria da Música, teve no último ano de 2016 cerca de 15 biliões de dólares em receitas. (IFPI, 2017)
A Indústria da Música apresenta-se em constante evolução onde, todos os anos emergem novos artistas no panorama nacional e internacional. Porém o ritmo de mudança na última década acentuou-se devido a novas tecnologias disruptivas. O desenvolvimento de novos meios de difusão e plataformas de distribuição digital de música, vieram alterar o horizonte desta indústria, e consequentemente algumas funções de marketing subjacentes.
Desta forma, o presente trabalho terá como objetivo caracterizar e compreender o funcionamento da Indústria da Música em Portugal, depois de ter havido este processo de desintermediação. Primeiro pela caracterização da sua supply chain, depois através de um case study onde se comparam dois métodos/artistas que evoluíram na indústria de forma distinta, fazendo valer os meios disponíveis no pré e pós-revolução digital. Procura-se saber através de entrevistas em profundidade que meios utilizaram quando tiveram contacto com a indústria e em que medida essa abordagem mudou nos tempos modernos. Dentro da indústria é possível observar a mudança de poder e o desaparecimento de barreiras de entrada, antes colocadas pelas editoras/labels à medida que estas perdem protagonismo na supply chain. Os artistas hoje apresentam-se mais independentes e têm na sua mão a gestão da sua carreira.
For the vast majority of people, music is synonymous with entertainment, it is present in the lives of all populations, representing a consumer base of billions of people. In the last year of 2016, the global market of the music industry had about 15 billion dollars in revenues (IFPI, 2017). The music industry is constantly evolving, every year, new artists emerge on the national and international scene. But the pace of change in the last decade has accomplished new and unmatched highs due to the new disruptive technologies. The development of new media and digital music distribution platforms has changed the landscape of this industry, and consequently some underlying marketing functions. In this way, the aim of this work is to characterize and understand the functioning of the music industry in Portugal, after the disintermediation process. First by characterizing its supply chain, and afterwards through a case study where two methods / artists who have evolved in the industry with different directions given the means of the digital revolution. It seeks to know through in-depth interviews the type of media used when they had contact with the industry and to what extent this approach has changed in modern times. Within the industry it is possible to observe a change of power and the disappearance of some barriers of entry, previously placed by the labels as they lose prominence in the supply chain. Today, artists are more independent and have in their hands the management of their career.
For the vast majority of people, music is synonymous with entertainment, it is present in the lives of all populations, representing a consumer base of billions of people. In the last year of 2016, the global market of the music industry had about 15 billion dollars in revenues (IFPI, 2017). The music industry is constantly evolving, every year, new artists emerge on the national and international scene. But the pace of change in the last decade has accomplished new and unmatched highs due to the new disruptive technologies. The development of new media and digital music distribution platforms has changed the landscape of this industry, and consequently some underlying marketing functions. In this way, the aim of this work is to characterize and understand the functioning of the music industry in Portugal, after the disintermediation process. First by characterizing its supply chain, and afterwards through a case study where two methods / artists who have evolved in the industry with different directions given the means of the digital revolution. It seeks to know through in-depth interviews the type of media used when they had contact with the industry and to what extent this approach has changed in modern times. Within the industry it is possible to observe a change of power and the disappearance of some barriers of entry, previously placed by the labels as they lose prominence in the supply chain. Today, artists are more independent and have in their hands the management of their career.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing na Indústria da Música Supply chain Indústria da Música Desintermediação Distribuição digital Music Industry Marketing Music Industry Disintermediation Digital distribution
Contexto Educativo
Citação
Faria, José do Rosário Vargas (2018). "Supply chain da indústria da música em Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão