The emergence of promotional gatekeeping and converged local music professionals on social media

Järvekülg, Madis; Wikström, Patrik

doi:10.1177/13548565211032376

Cited by 9 publications

(4 citation statements)

References 45 publications

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“…Among the participants primarily identified as music entrepreneurs, two sets of promotional approaches were distinguished: brand-centered and community-oriented (Järvekülg and Wikström, 2021). As brand-centered entrepreneurs are characterized by a strong distinction between one's personal and professional sphere, they are only engaging with Facebook through the main brands organized as Facebook pages directly associated with their business.…”

Section: Resultsmentioning

confidence: 99%

The Merging of Music Criticism and Music Promotion: Converged Music Industry Professionals on Facebook

Järvekülg

2021

SPIR

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This paper explores the changing socio-cultural dynamic between local music entrepreneurs and journalists/critics on Facebook in Estonia. Through the analysis of 32 semi-structured interviews with music industry professionals and experts and observations of their activities on Facebook, the study identifies the decreasing distance between music criticism and music promotion. On the one hand, the music critics once envisioned as ‘autonomous gatekeepers’ (Hirsch, 1972) find it increasingly hard to transfer their musical authority, expertise and perceived independence to the commercially driven social media environment. As a result, some of them have taken up entrepreneurship themselves, converged their various identities by mixing their critical/evaluative practices as critics and business-oriented practices as entrepreneurs. On the other hand, some niche music entrepreneurs are stepping into the role of cultural authorities by mobilizing and catering to specific taste cultures and genre communities by becoming expert gatekeepers in their own right, despite being compromised by their business interest. In this context, it is no more useful to talk about the ‘mutual dependency’ of the music press and industry PR (Forde, 2001; Negus, 1992). Rather, among the tightly interwoven music scenes like the ones in Estonia, where many players adopt a variety of different and often conflicting roles (especially on Facebook), we should recognize the complete convergence of music promotion and music criticism and the loss of critical distance and autonomy altogether.

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Section: Resultsmentioning

confidence: 99%

The Merging of Music Criticism and Music Promotion: Converged Music Industry Professionals on Facebook

Järvekülg

2021

SPIR

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“…This paper is built on the premise that there is power behind marketing and promotional strategies (Clarke and Jepson, 2011), as they place some people outside of the spectrum of potential visitors, while (implicitly) inviting others in. This is due to the main goal of marketing and promotion strategies, which is focused on reaching specific audiences (Bose, 2005; Järvekülg and Wikström, 2022; Rastegar, 2009), relating closely to the concept of segmentation. Segmentation has a long-standing research tradition within the field of marketing (Ritter and Lund Pedersen, 2024).…”

Section: Literature Reviewmentioning

confidence: 99%

“I didn’t want to promote it with a white girl”: marketing practices and boundary work at popular music festivals

Swartjes

2024

IJEFM

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PurposeThis paper aims to explore how music festival organisers negotiate diversity and inclusion in marketing and promotion practices through symbolic and social boundaries.Design/methodology/approachBased on semi-structured interviews with 18 festival organisers in Rotterdam and participant observation with six festival photographers I show that symbolic and social boundaries are employed in three areas: (1) boundaries in festival format (i.e. [partially] free or ticketed), (2) boundaries in distribution partners and technologies and (3) boundaries in promotional content.FindingsSymbolic and social boundaries are intentionally used by festival organisers to build and delineate festival audiences. Implications are drawn on current understandings of the accessibility of music festival spaces, arguing that festival research should move beyond within-space dynamics to grasp the negotiation of diversity and inclusion at festivals more fully.Originality/valueWhile music festivals are often marketed as celebratory spaces that are “welcoming to everyone”, few studies have investigated diversity and inclusion nor marketing and promotion practices at music festivals. This study shows how festival audiences are shaped through marketing and promotion practices.

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“…Second social peer influence is related to environmental factors. Social media peer influence (SPI) has been evaluated by drawing on the items from Järvekülg and Wikstroem (2022). This instrument contains 4 reflective items that entail the individual's social media connections and relationships with his friends, family members, and other preference groups, and how their influence may affect his attitude music and his mental peace during COVID quarantine.…”

Section: Independent Variablesmentioning

confidence: 99%

Determining the role of music attitude and its precursors in stimulating the psychological wellbeing of immigrants during COVID quarantine – a moderated mediation approach

Wang

Huang

2023

Front. Psychol.

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Based on social cognitive theory (SCT), the purpose of this study is to examine the role of music attitude and its essential precursors in stimulating the psychological wellbeing of immigrants in isolation (quarantine) during the COVID pandemic. This study employed quantitative methodology; an online survey was administered to collect sufficient data from 300 immigrants who traveled to China during the pandemic. Data were collected from five centralized quarantine centers situated in different cities in China. Additionally, the valid data set was analyzed using structural equation modeling (SEM) via AMOS 24 and SPSS 24. The results indicate that potential predictors such as cognitive - music experience (MEX), environmental - social media peer influence (SPI), and cultural factors such as native music (NM) have a direct, significant, and positive effect on music attitude (MA), which further influences immigrants’ psychological wellbeing (PW) during their quarantine period. Moreover, in the presence of the mediator (MA), the mediating relationships between MEX and PW, and NM and PW, are positive, significant, and regarded as partial mediation. However, the moderated mediation effects of music type (MT) on MEX-MA-PW and NM-MA-PW were found to be statistically not significant and unsupported. This study contributes to the literature on the effectiveness of individuals’ music attitude and its associated outcomes, focusing on mental health care in lonely situations such as quarantine during the COVID pandemic. More importantly, this study has raised awareness about music, music attitude, and their beneficial outcomes, such as mental calmness and peacefulness for the general public, particularly during social distancing, isolation, and quarantine in the COVID pandemic situation.

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The emergence of promotional gatekeeping and converged local music professionals on social media

Cited by 9 publications

References 45 publications

The Merging of Music Criticism and Music Promotion: Converged Music Industry Professionals on Facebook

The Merging of Music Criticism and Music Promotion: Converged Music Industry Professionals on Facebook

“I didn’t want to promote it with a white girl”: marketing practices and boundary work at popular music festivals

Determining the role of music attitude and its precursors in stimulating the psychological wellbeing of immigrants during COVID quarantine – a moderated mediation approach

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