Date of Award
MA Public Relations
Communication and the Arts
Kristen Koehler, Ed.D.
Renee Robinson, Ph.D.
Ruth Tsuria, Ph.D.
earned media, publicity, PESO Model, pop music, emerging artists, case study
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.
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.