Artist Management & Fan Engagement

University Thesis

This research project aims to understand the role of artist managers in the music industry and the fan engagement strategies they use to promote an artist’s career. For that purpose a literature review was carried out which looks at previous scholarly work regarding themes such as the cultural industries and how the music industry is situated within them, as well as the functions, roles, and business and economic value of these. The literature review also explores artist management, fan communities, artist – fan relationships, and the parasocial interaction theory.

Furthermore, the study gathers data through qualitative interviews with artist managers who provide insights to answer the research questions. The findings of the study position artist management as an all-encompassing role that takes on multiple responsibilities, and reveal that fan engagement is considered a critical element when developing marketing strategies to promote an artist and their music. Finally, limitations and opportunities for further research are discussed.

Final Grade: 8.52/10

Thesis Defense Presentation

THESIS DEFENSE by Isabella Majano