| dc.description.abstract | The musical industry worldwide is going through a transition stage. Analogue processes have changed to digital, and so is the case with physical formats like CDs that changed to MP3. This represents for artists, new ways to generate incomes and facilities for the introduction into the industry. In Ecuador, you cannot talk about musical industry. It is just a "music scene" what has been developed so far. So, artists try to go out to foreign markets, employing different diffusion tools like traditional broadcast and digital. Few are the artists that get this objective and also profitability in their musical careers.
The intervention project called " Building of a digital platform for the promotion and broadcasting of musical artists of pop and rock genre of the city of Cuenca, based on digital strategies created under the concept 'Mix of marketing communications' concept, period 2015 -2016 " generates an experimental model of business based on digital media and marketing and communication strategies. Those help the dissemination, sale and promotion of artists and their musical material, in order to contribute to the development of the music scene in Ecuador.
The model of experimental business is based on three activities that the Staff 4.32 (name of the digital platform) provides as services to consumers: 1) content generator with related themes to the music industry, 2) digital distribution of music in online stores and 3) representative stamp of artists that are part of the Staff´s catalog musicians. | |
