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

posted on 2023-06-08, 12:01 authored by Alexandra Mikheeva, Marv Khammash, Yener Altunbas, Rosalind Jones
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.


Publication status

  • Published

Page range


Presentation Type

  • paper

Event name

39th EMAC Conference: The Six Senses - The Essentials of Marketing

Event location

Copenhagen, Denmark

Event type


Event date

1-4 June 2010

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date


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