Structural and functional analysis of musical project promotion on the market

Abstract

The article describes the results of structural and functional analysis of project promotion (the singer, the band) on the national musical market. The promotion is regarded as a socio-psychological phenomenon, that consists , first of all, in project making by the producer and the team destined to “hype” the singer and change audience perception and relation towards him, these are measures helping to change socio-economic consumers’ behavior, and secondly, as a result or effect of using different means and ways of “ hyping” in order to increase initial social value and significance of musical project in consumers’ mass conscious avoiding significant improvement of the basic quality of musical product. Promotion policy of musical project and the process of creating conceptions are thoroughly analyzed and special attention is paid to the channels, means and promotion strategies, the criteria of differentiation of promotional means on musical market is justified.