Promotional Strategies -- Australian Music Essay

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Push strategies often complement pull strategies, and activities for both work hand-in-hand to ensure that musicians are promoted intensively, both in the local and international music markets.

2. The above-mentioned promo strategies used by different Australian singers / bands in the international market are characterized by either standard / uniform or differentiated approaches. Popular Australian musicians who have successfully penetrated the international market have adopted both standardized and differentiated promo strategies to retain their fan base locally, and increase their appeal to the music market internationally.

Upon further analysis, it appears that all promotional strategies adapted by Australian musicians are differentiated across local and international markets. The differentiated or customized approach prevails because it gives musicians flexibility in promoting their music and image depending on the music market or target consumers / fan base. It allows them to retain their local following while casting a wider net to capture a bigger audience or fan base in the international music scene.

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Live performances have been differentiated to enable musicians penetrate different types of audiences, as is expected in music festivals, trade shows and assuming the role of support act for another musician or cause-related event. Similarly, sales and chart positions and radio airplay are also highly differentiated, since higher chart positions and heavy radio airplay are all dependent on the radio station's positioning and target market. Thus, promotion for and exposure of an Australian band or singer is dependent on the kind of music played and patronized in a radio station, which actually varies in every locality per country. Video clip broadcasting and even official websites can now be customized with the help of social networking sites, such as YouTube and Facebook,.....

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