Effects of Technology on Global Entertainment, The Higher Brothers - Coursework Example

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There are many different ways through which technology has affected the consumption of music. For instance, technology has enabled the creation of online music libraries. This is a significant change in the consumption of music with the facilitation of online music libraries such as iTunes. Musicians previously relied on recorded purchases and albums to spread their music and profit from them. Currently, music purchase from online libraries is more comfortable for listeners. Additionally, the consumption of music is also done through music streaming sites.

This is facilitated by multiple music streaming sites, including Audiomack, Soundcloud, Spotify, and Apple Music. This allows different musicians to spread their music by creating accounts with these popular platforms. The Chinese government banned the dissemination of hip-hop music and the tattoo culture in the Chinese mainstream media, which dramatically affected the distribution of such music (Quackenbush & Chen, 2018). This article focuses on the popularization of "Higher Brothers," a fast-growing hip hop group in the United States.

This will be done by determining the best social media strategy and the impact of technology on disseminating their music. Even though they evolve from a culturally conservative nation, there are different ways that they can grow and market their music in the United States aided by different technology-enabled avenues (Barretta, 2017). Additionally, the article will determine their success and popularity in the United States by looking at their song rankings on iTunes, Spotify, and Billboard, by looking at their music viewership on YouTube, revenues from their concert ticket sales, and the deals from the album revenue.

The target market for this music strategy will be the urban millennial in the United States.   Different targeted approaches will be used in this article in marketing the "Higher Brothers." The first will be to adopt a geocentric business strategy in the cultural factor to allow the balance between the Chinese and US cultures (Barretta, 2017). 

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Download file to see previous pages This is critical to their uniqueness in the production of Chinese-centered hip-hop music while adapting to the United States' cultural preferences of freedom and individuality. Censored topics in mainland China would be avoided as the music is developed, focusing on the millennial and the urban youth in the United States (Barretta, 2017). The group should also patent their music in the United States and China to maintain specific profits. The marketing approach will also focus on 88rising; a mass media company focused on Asian artists. Collaborating with American artists will introduce the group to the American music scene. In this, the choice of artists that they should collaborate with should appeal to the millennial group as this will significantly market them among this market.

They should also establish a brand image by combining the balance between Chinese culture, cosmopolitanism, and American hip-hop culture through market analysis. This will provide the music group with a global appeal that will bring different collaborations that would want to appeal to the target markets exploited by Higher Brothers. This would bring about endorsements from various companies such as Facebook, Instagram, Twitter, Weibo, WeChat, Beats, Adidas, and Genius.

Digital Impact

Different methods can be used to be able to get a good impact on online marketing activities. Technological approaches are great, and they can be used n different ways to ensure an improved digital impact (Maasø & Hagen, 2020). The primary way to ensure that there is enhanced digital impact is by using proven technological platforms, expanding mobile channels of distribution, and providing responsible use of network information (Maasø & Hagen, 2020). This can be done by doing away with the people, policy, pricing, and product policies that prevent digital channels from being incorporated into development programs. The success of this approach will be measured through different developmental actors, and these will be determined if they increase the effectiveness and efficiency through the incorporation of digital technology into their developmental services.

Several marketers are continually struggling to determine the best metrics that can be used to link to their purchases while different metric choices are maintained. These metrics can be used as a metric for online marketing efforts. It is based on the metric and the magnetic content, which can be used to attract consumers by proper engagement with valuable and entertaining content (Maasø & Hagen, 2020). Different metrics are essential to organizations and marketing. This determines whether the communities are accepting the digital marketing approach, and this includes the diverse and significant growth targets that mostly determine whether an organization is growing and whether there is an impact on the margins and the revenue. The best approach that can be used by Higher Brothers is one that can be used for meaningful information when used on a daily and weekly basis to determine whether the efforts being used are headed in the right direction. The digital impact process should focus on a more data-driven model of making decisions at the brand management software of the company. This would track down the efficiency of growth and the amount it costs to acquire the annual contract value, and it will give the Higher Brothers a sense that they are transforming effectively.

Customer experience is an essential metric that should be looked at by the Higher Brothers. These will be essential in determining whether they provide what the fans are asking for (Maasø & Hagen, 2020). These can be found through the comments of the fans on the pages of the higher brothers, YouTube, and different social media analytics. This will illustrate the different reach and interaction of the fans with the pages that the higher brothers have online. In addition to that, there will be a need to check on the paid subscriptions and album purchases that are made, including the revenue that comes from the tickets sold. ...Download file to see next pages Read More