The YouTube Effect: Live Music Festivals and Brands
Dissertation submitted to
MAKHANLAL CHATURVEDI NATIONAL UNIVERSITY OF JOURNALISM AND COMMUNICATION, BHOPAL In partial fulfilment of the requirements
For the award of the
MASTER OF ARTS
Management and Marketing Communication
Joyeeta Dutta Choudhury
K Sai Prasad, HoD, Marketing Communication, Commits
Semester IV, May 2014
CONVERGENCE INSTITUTE OF MEDIA MANAGEMENT AND IT STUDIES (COMMITS) (NUJ/01/2001)
I would like to thank the following people for their support and guidance during this internship. Their patience and advice have been valuable and has helped in my work. I would like to thank Ms Ranita Hirji, Dean of Commits who made this dissertation a compulsory one. I would like to thank Mr K. Sai Prasad for assisting and guiding me through the process of completing this dissertation. I would like to thank Victor Mukherjee for giving me the right contacts to talk to. I would like to thank Mr Tushar and Santosh from Only Much Louder who gave me valuable information regarding their music festival.
I, Ms Joyeeta Dutta Choudhury, student of I year MA (MMC) hereby declare that this project report on “The YouTube effect: Music Festivals and Brands” is the record of authentic field work carried out by me from June 24, 2013 to August 2, 2013 and has not been submitted to any other university or institute for the award of any degree or diploma.
Table Of Contents
History Of Live Music
Case Study 1: Sunburn Festival
Case Study 2: Nh7 Weekender
44 References 45 Appendix
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos. Localisation in India took place in May 2007 in English and Hindi. The company is based in San Bruno, California, and uses Adobe Flash Video and HTML5 technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging, short original videos, and educational videos. YouTube formed in February 2005, allows billions of people to discover, watch and share originally created videos. YouTube provides a forum for people to connect inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers and marketers, large and small. Today YouTube is the third most-visited site on the internet behind Facebook and Google with a reach of more than 800 million people. After the creation of YouTube in February 2005, there was extremely rapid growth within sixteen months generating over 4 billion views per day (Jan, 2013), a 50% increase since 2010. So it would be safe to say that YouTube is one of the best platforms for the promotion of an event, especially for audio-visual aid. YouTube is not strictly a music sharing medium. But over the last few years, out of the millions of videos streamed on YouTube, videos related to music are by far the most popular. According to ComScore 40% of YouTube’s audience watch videos related to music more than any other category. YouTube’s expansive reach and ever–evolving features has earned its place amongst the most important music business tools today. The concept of YouTube has had an...
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