Marketing Strategies

in the Modern Music

Industry
By Joshe Calvin
Tiu
 Ateneo de Manila
University
BS Management, Minor in
International Business
(2019)

AB Chinese Studies, Minor

in Southeast Asian Studies
(2020)

Ateneo Musicians' Pool -

Performer
Marketin
g the process or technique of
promoting, selling, and distributing a
product or service
(Merriam Webster)
v

Guess the song

and artist!
Agnez Mo
Ariana Grande
 Who is the top
social media music
influencer?
BTS
Why is BTS so
successful?
1.Social media
presence
1.3 1.86 600
Billion Billion Million
users users users
 BT
S

YT : 32.7M Subscribers IG : 27.1M Followers

FB : 11M Likes
 Agnez Mo

YT : 886K Subscribers IG : 22.3 M Followers

FB : 5.3 M Likes
 Ariana Grande

YT : 42.1 M Subscribers IG : 194 M Followers

FB : 41 M Likes
2. Unique and
relevant
storytelling
 BT
S)
Spring Day (Released 2017 1. A. June
It’s all winter here, even in ___(1)___ B. February
My heart is running on the time C. August
Alone on the ___(2)____
Wanna get to the other side of the
D. December
earth, holding your hand 2. A. Mountain
Wanna put an end to this winter B. Ocean
How much longing should we see
snowing down C. Rock
To have the days of spring, Friend D. Snowpiercer
 BT
S
Spring Day (Released 2017)

romantic song
portrays a story (double meaning)
addresses social issues
most of the BTS songs have these
 Agnez Mo
Matahariku (Released 2012)
1. A. opened
The door has closed, the door to my heart B. awakened
C. blossomed
which has __(1)__ at a time just for you D. changed
now you left from my life 2. A. mean
B. need
I have to let you go C. want
D. wish
even when I don’t __(2)__to
 Agnez Mo
Matahariku (Released 2012)

The door has closed, the door to my heart

Sorrow
which has opened at a time just for you Heartbreak
Romantic experience
now you left from my life
Relates to the
I have to let you go masses

even though I don't want to

 Ariana Grande
Thank u, Next (Released 2018)
1. A. beautiful
One thought me love
One thought me patience B. amazing
And one taught me pain C. lucky
Now, I'm so __(1)__
Say I've loved and I've lost
D. pretty
But that's not what I see So, 2. A. taught
look what I got
Look what you __(2)__ me
B. thought
And for that, I say C. teached
Thank you, next (next)
I'm so freakin' grateful for
D. did to
 Ariana Grande
Thank u, Next (Released 2018)
One thought me love
One thought me patience
youth
And one taught me pain
Now, I'm so amazing getting over a lover
Say I've loved and I've lost
But that's not what I see So, relates to the masses
look what I got
unique perspective
Look what you taught me
And for that, I say
Thank you, next (next)
I'm so freakin' grateful for
3. Sincere
communication
with fans
BTS
Agnez Mo
Ariana Grande
 FG
D
How is pop music today in Indonesia?

Why is Korean culture so popular? How do you feel about

their success?

How does this affect Indonesian musicians?

Takeaways

1. Quality over quantity

2. The Korean Craze
3. Possible Asian domination
To become a successful
musician is to be able to
go beyond music. (Joshe
Tiu)
Maraming Salamat!
Terima kasih!
Sources
https://www.planetarygroup.com/music-promotion-guide/use-social-media-
effectively/
https://fansided.com/fansided250/2019/ariana-grande
https://sea.mashable.com/entertainment/3531/the-never-ending-rise-of-k-pop-
megastars- bts#:~:text=Aside%20from%20mostly
%20writing%20and,pop%20act%20Seo%20Tai ji%20%26%20Boys.
https://www.mumbrella.asia/2019/01/what-marketers-can-learn-from-k-pop-band-
bts
https://www.elitedaily.com/p/what-do-bts-stay-gold-lyrics-mean-in-english-each-
word-is-a-ray-of-sunshine-22987059
https://
www.cnbc.com/2020/06/08/bts-donated-1-million-to-black-lives-matter-its- fans-
matched-it-in-a-day.html