Date of Award
Spring 5-16-2019
Degree Type
Thesis
Degree Name
MA Public Relations
Department
Communication and the Arts
Advisor
Kristen Koehler, Ed.D.
Committee Member
Renee Robinson, Ph.D.
Committee Member
Ruth Tsuria, Ph.D.
Keywords
earned media, publicity, PESO Model, pop music, emerging artists, case study
Abstract
Publicists play a significant role in achieving the short-term and long-term career goals of emerging pop music artists. Therefore, this study researches earned media within the pop music industry through a case study that analyzes the publicity strategies used by the teams of three successful pop music artists. This study finds that publicity is a cost-effective solution to the problems of declining music sales and the need to stand out in a saturated industry, and it provides seven best practices that are supported by industry professionals for publicists to use when creating campaigns that generate awareness and establish reputation.
Recommended Citation
Bell, Brianna, "The Benefits of Utilizing Earned Media for Emerging Pop Music Artists: A Case Study in Music Publicity" (2019). Seton Hall University Dissertations and Theses (ETDs). 2682.
https://scholarship.shu.edu/dissertations/2682
Included in
Mass Communication Commons, Other Music Commons, Public Relations and Advertising Commons, Social Media Commons
