POPULAR MUSIC – FUNDRAISING IN THE ENTERTAINMENT INDUSTRY
Potentials of fundraising, marketing and branding for popular music
(Illustration Popular Music Fundraising in the Entertainment Industry, PR – 18.04.2019)
Popular music with pop, rock, jazz and other styles meets the taste of the audience in many Western countries. It is the best-selling music and the music most consumed by concerts. Popular music is often labeled as commerce, although it represents much more than a random postmodern art form. Pop music defines its own characteristics and modes of production – and is also an image and an experience.
(this document is subject to copyright protection, PR – 18.04.2019, document in German)
Popular music is an important link in a large international cultural and media economy. As part of a wide range of art forms, museums, publishers, TV, radio and sports, it employs similar numbers of employees, such as the financial industry.
In this environment, the popular music institutions are moving: some follow entirely economic structures, others are organized as associations, while others, due to their artistic commitment, lack the resources to finance their activities. So they depend on external support. This is where the world of music splits: while, for example, classical music in Switzerland receives substantial funding from foundations with a funding share of 58%, many popular music institutions receive little or no support from both public and private resource providers , They mostly self-finance or receive support from sponsors in the form of performance and consideration.
It is therefore important for popular music institutions to act with their own identity and experience, as well as to obtain the necessary funds with strategic marketing and fund-raising related to the resource provider. For popular music institutions, it is no longer just the resource recipient as a target group in the foreground, but rather the various resource providers. Together with a strong popular music brand, they enable the operation and promotion of art in the form of popular music.
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