Marketing in the Music Industry: Assessment of reality-TV show-facilitated marketing

New technology in the music industry led to changes in the recorded music consumer profile and development of a new marketing channel based on reality-TV talent contest shows, in addition to traditional music industry marketing. This paper investigates the effectiveness of new products launching using reality-TV show-facilitated marketing in comparison with traditional music industry marketing for the period of the years 2002 to 2008. The study shows that projects launched through show-facilitated marketing enjoy a higher level of instant success in the short term, whereas products launched through traditional marketing channels are more successful in the long term.