“BangBangCon: The Live” - A Case Study On Live Performances and Marketing Strategies With The Korean-Pop Group “BTS” During The Pandemic Scenario In 2020
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this event, and initiate a debate about alternative ideas for marketing strategies with live streaming music performances. The method to accomplish this research was desk research, analysing all the communication delivered from BTS, studying the website and platform where the event “BangBangCon: The Live'' was held, and researching about the results the event has achieved. The results were the description of the event as a project, informing how many people have attended the event, and what were the marketing strategies that made it possible to become the highest audience to a paid live streaming concert, until the moment this article was published.
Abstract
In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this event, and initiate a debate about alternative ideas for marketing strategies with live streaming music performances. The method to accomplish this research was desk research, analysing all the communication delivered from BTS, studying the website and platform where the event “BangBangCon: The Live'' was held, and researching about the results the event has achieved. The results were the description of the event as a project, informing how many people have attended the event, and what were the marketing strategies that made it possible to become the highest audience to a paid live streaming concert, until the moment this article was published.
참고문헌 (26)
- "BangBangCon: The Live" (2020)[URL]
- "BTS Facebook Account" (2020)[URL]
- "BTS Instagram Account" (2020)[URL]
- "CMG" (2020)[URL]
- "BTS live in Seoul: more like an intimate hang-out with friends than a super-slick live-streamed gig" (2020)[URL]
- Desai, Vaibhava, "Digital Marketing: A Review" (2019), Pune Institute of Management
- Dewet, Babi, "K-Pop: manual de sobrevivência (tudo o que você precisa saber sobre a cultura coreana)" (2017), Gutemberg
- "Social Network Users and Penetration in Worldwide" (2018)[URL]
- "Coronavirus has halted these concerts, festivals and movie premieres" (2020)[URL]
- "The Future Of Music Streaming: How COVID-19 Has Amplified Emerging Forms Of MusicConsumption" (2020)[URL]
- "Music Critic Ffion Haf explores some of the reasons for music videos following Tones and I’s ‘Dance Monkey’ video reaching one billion views on YouTube" (2020)[URL]
- Kaplan, A. M., "Users of the world, unite! The challenges and opportunities of Social Media", Business Horizons, 53(1), pp.59~68 (2010)
- Kietzmann, J., "Bittersweet!understanding and managing electronic word of mouth", Journal of Public Affairs, 13(2), pp.146~159 (2013)
- Kusumawati, Yudhistya Ayu, "Sosial Media Strategy Of New Kpop Album: A Visual Analysis Of Blackpink’s Photo Teaser", ASEAN Marketing Journal, XII(1) (2020)
- "The 4 Best Graphics Cards In 2020 (That You Can Buy Right Now)" (2020)[URL]
- "The Global Music Industry Will Decline in 2020" (2020)[URL]
- "The Secret of BTS Success ... The Power of Social Media and Fandom" (2018)[URL]
- "K-Pop sensations BTS set concert live stream record with Bang Bang Con: The Live" (2020)[URL]
- Rahim, Atiqah Abd, "Online Fandom : Social Identity and Social Hierarchy of Hallyu Fans", Journal for Undergraduate Ethnography, 9(1), pp.65~81 (2019)
- "For Latin America's music, quarantine is all about live streaming" (2020)[URL]
- Santana, Aline Gomes, "Práticas culturais urbanas:análise do comportamento das "Armys" -fãs do grupo de K-pop BTS" (2019), Universidade Federal Rural de Pernambuco - UFRPE
- Schilling, Melissa, "Managing the New Product Development Process:Strategic Imperatives", The Academy of Management Executive, 12(3), pp.67~81 (2015)
- "BTS: ARMY returns Jungkook's love by helping Bangtan Boy set a jaw dropping record with Still With You" (2020)[URL]
- Sony Music Group, "Results from Apollo platform", ~ (2020)
- "Facebook: number of monthly active users worldwide 2008-2020" (2021)[URL]
- "Twitter" (2020)[URL]