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Introduction ‘’The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that's power. Because they control the minds of the masses.” Malcolm X TITEL is an accessible, easy readable magazine with different angles into how globalization is changing the communicative practices and the language of the media. In this magazine eleven? Students have studied how globalization has changed communication and language in a range of fields including not just the media, but also politics. The media in constantly developing and growing. And with that conclusion, people are looking for answers for what the future may bring. These questions can not completely be answered, but taking recent studies into consideration predictions of what the future in media may hold, can be done. TITEL contains the questions that we, as young professionals had. We gave our view on future developments, based on facts and trends that happened in the past. The questions interested us were all different from each other, but all contained media. Some questions were: How does the media affect privacy of its users? Does the experience of music events affects the media? Can the media influence politics? How is (personal) branding involved in the way media changes? Do colors have an affect the media? And how do companies integrate that? Do Smart phones have a big impact on the way we use media? What are the future affects on children that are influenced by the media? And of course there is a future aspect about media changing the film and television industry. With this magazine we hope we can give our readers different aspects on what may happen in the future and what is currently being considered as a media development. The magazine is brought you by: Charmayne Sluis Ragna d’Haene Mireille Visscher Marcell Apáti-nagy Micon Roest Andrej Kraus Kaisa Itkonen Marjolein Scheer Anouk Vrösch Maurice de Jong Katri Hatonen


Table of contents


Picture


How does the digital world affect the privacy of its users? By Charmayne Sluis


But does not this affect our privacy? The law says: “No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to Technology

develops

It

attacks upon his honor and reputation.

becomes more and more important to

Everyone has the right to the protection

our

of the law against such interference or

society.

We

constantly.

are

the

digital

generation. It gives us more freedom, it

attacks.’’

can make us smarter, we can be more creative and we are becoming one with

Data storage

our friends. We are living the technology

More and more data is being stored. This

dream, right? But what is known about

is

people like you and me? We are being

becoming cheaper. A few years ago, you

monitored constantly and our personal

still needed to clean your e-mail account

information

online

before you could receive new e-mails. It

everywhere. How much privacy do we

is becoming cheaper, so it is easier for

actually have? And what will it bring to

companies and government to just store

the future. We think we have all the

all their data in massive storages. But

privacy in the world, but in reality we are

what if these companies would start to

being watched with every move we

analyze all the information they have

make. That is a pretty scary thought if

gathered about you and me?

you look to the future. Technology will

Every six minutes your telephone service

develop further, and what will be next

provider checks your location, who you

concerning our privacy?

are calling, if you are going online, if you

is

being

stored

because

the

storage

of

data

is

are writing an e-mail or receiving one. Privacy law

This checkup is called data control. Since

When you enter public transportation

2006 the European union requires your

your face will be scanned with a face

telecom provider to save this data for six

recognition camera. The face recognition

months, to support justice. With this

camera

with

data your life is being registered without

unwanted passengers, to alarm when

content of your conversation. Did you

needed.

your

know that this data can also predict

permission. The database will be deleted

where you are going the following week?

after a period of a week. Even your

Or with whom you have contact with?

conversations can be recorded in public

The OV-chip card registers everywhere

transportation. They are being used for

we go. Our e-mails are being read by

all different kind of security purposes.

companies for oriented advertisement.

checks This

all

a

database

goes

without

Employers are watching the pictures that


you post online on social media. More

registers your movements. This is all

and

done to improve contribution they say. A

more

cameras

on

the

streets,

because that will secure our safety.

shirt from NIKE could have a chip that

When you drive your car, your car is

registers your pulse or blood pressure.

being screened by automatic number

This chip will alert a doctor as soon as

plate recognition. This data connects

these

your number plate to the exact location

health

and

communicating

time.

Automatic

number

plate

recognition is used for solving crimes.

measurements risks.

could

Objects with

each

become will

be

other:

the

internet of things.

We all want to catch criminals. But most of the screened number plates are just

Cookies

normal people like you and me. Why do

Everywhere

they store their number plates?

cookies are being gathered from your

If

you

get

a

new

passport,

you

go

on

the

internet

your

computer. A cookie is a small text file

fingerprint is being stored. No problem, if

that websites you surf on put on your

you do not have anything to hide. This is

hard drive. The most important function

just to get criminals. But what if a

of cookies is to separate the users from

criminal steals your identity? Systems

each other. You will find cookies mostly

are being hacked and our personal data

on sites where you need to log in. A

could get out in the open.

cookie ensures that you will be logged in during your stay.

“Everyone has the right to the protection of the law�

Some cookies will be deleted as soon as you close your browser. Other cookies can stay on your computer for years if you do not delete them. Mostly you

When you visit a psychiatrist these days,

cannot see what the cookie exactly does.

the psychiatrist is obligated to store your

The

diagnosis in a database. You cannot be

content

anonymous anymore. The data contains

computer code. Some websites allow

your diagnosis, address, age, treatment

different websites to place other website

and is being stored at your health

cookies on your computer. Those are

insurance

called 3rd party cookies. This technique

and

government.

Think

of

what could happen when those data will

can

cookies is

be

are

text

mostly

in

used

files, an

by

but

the

unreadable

advertisers.

be hacked. The advertiser knows by the cookie that The internet of things Objects

a

certain

website.

When you give permission to allow these cookies, the advertiser can read out the

such

a

chip.

with

visited

chips. This means that the shirt you buy, have

implemented

have

RFID

could

are

you

This

chip


cookies and uses its content to advertise.

Facebook. But without changing it, your

Cookies that make it possible to ‘’follow’’

privacy will be out there on the internet.

people, are called tracking cookies.

Do you check the adds that pop up in your Facebook timeline on the side? If

Apps and Facebook Almost

everyone

you search for new sneakers, your time

has

a

smartphone

line adds will change to shoe companies.

these days. These smartphones all have

This

apps, for certain purposes. A number of

personal information could be shared

apps sell personal information to third

with third companies.

companies,

just

like

cookies.

is

one

example

of

how

your

For

example, Instagram was in the news in

Google Glasses

the end of 2012. The new policy they

A new development in smartphones is

had made, said that they could use the

here; Google Glasses. The world was

photos that where placed online. So if

stunned to see the first pilot of Google

you would post a photo where you and

Glasses. The glasses record your view. If

your

beer,

you look at the sky, the weather forecast

Instagram could use your photo, but also

is being presented. By looking at the

change its content. They could change

subway, your glasses could tell you if

the label of the beer to Heineken, and

your public transportation is delayed.

then sell or use it for advertisement. The

When you enter a store, you can just ask

owner of the photo does not make any

your glasses where the department is

money out of it, Instagram does. So you

that you are looking for. This all seems

thought that your photos on Instagram

very

were only being seen by your friends,

implications

while your photo could be used in an

protection. Let us be honest: Google is

advertisement without your permission.

an ad company. Google is there to make

If you use Facebook and you decide to

money out of its users. Google already

check in on a certain location, this

knows what you search for on the

location will be seen by your friends. But

internet. Now they want to see what you

as soon you give Facebook permission to

are doing 24 hours a day? We should

post your location online, you also give

look behind this cool new gadget, and

them permission that they can use this

see how our privacy could be at risk.

friend

where

drinking

information to give you focused services. When you tag your friends, Facebook also uses your friends’ information for focused services. You can avoid this by changing

your

privacy

settings

on

cool,

but

these

are

serious

in

terms

of

privacy


really

What if Google would start selling our search data? What if you search on regular basis on diseases, and this data would be sold to your health insurance? Would this affect the price of your insurance? If all the data that has been gathered, will be used for possible risk profiles by companies and government, then we will be living in a controlled state. What is left of our privacy? Are we being watched? And do we really not have anything to hide? We should learn to live in a world with a government and companies that possess our exact data profiles. How is this going to affect our privacy and our future? Technology will develop further in the future. This is a fact. But how will we use it for our society? With Google glasses everything you see becomes interactive and recorded. Your glasses will be used as a camera, 24 hours a day. Do we really want this? Our society does not realize

how

we

are

being

monitored with every move we make. We are coming closer to a world where every move we make is being watched, and could be used as evidence in court. The internet was a revolution, but it has its down site. Within ten years many people

will

that

Google

and

Facebook know everything about you?

What is left?

always

necessary

regret

the

posts

they

currently share online. We can see that our privacy is being suppressed. Is it

Why don’t we have the choice to publish such data or not? If we want to avoid more of this in the future, we would have to stand up for ourselves. We should have a choice in these matters. In the end companies are there to control and make money out of you. We should make

these

subjects

like

privacy

suppression more known, so we can avoid situations we did not want to take part in, in the first place.


Picture


Smartphones and the daily impact on society By Maurice de Jong

Twenty years ago we would not have thought that we could browse on the web on our mobile phones. They exist in different

brands,

Smartphones

are

sizes the

and most

prices. popular

phones these days all over the world, enough reason to define smartphone. A smartphone is a mobile device integrated with

more

advanced

technology

and

connectivity than an ordinary phone. Millions

of

people

use

that smartphones are harmful because of the exposure to electromagnetic fields. Exposure to electromagnetic fields can

smartphones

cause all sorts of disorders ranging from

worldwide and the mobile applications. But what are mobile applications? In short, mobile applications are software

headaches

programs for smartphones, tablets and

smartphone use while driving has been

other

associated with an increased amount of

electronic

devices

that

can

interrogate a web server and present

to

brain

traffic

tumors.

Also,

accidents.

their users with formatted information. These software or applications use the

A recent study in Japan has proved that

functionality of smartphones such as

among almost 95.000 adolescents that

touch screen, camera and web features.

use their smartphones after lights out

Daily use of smartphones can be harmful to their users. Several studies proved

can lead to little sleep, daytime naps and even

symptoms

of

insomnia.

In


comparison to all the negative causes

experience in itself and be rich in value

written above, the use of smartphones

for customers. A fact which the retailers

can be very useful. Studies have shown

have been seeing the last couple of

that the use of smartphones for social

years. They are profiling themselves as

networking and emailing can help reduce

providers of memories and experiences

loneliness, in making friends, can help

instead

people to stop smoking and in the

products and services, retailers convert

management

the

of

several

mental

disorders.

of

just

retailing

retailers

which

environment

sell

as

an

interactive theatre rather than a sales outlet.

Experience economy In 1999 Pine and Gilmore published a

Usage attitude

book about the experience economy.

The idea of usage attitude has a lot of

They tell us that ‘’consumers are not

value for the retailer, even mobile phone

satisfied anymore by just products and

app retailers. “When consumers respond

goods.’’ They add value to and desire an

to a product, service or a brand, they will

experience around the product they buy

form their attitude based on what they

and

called

believe and how they feel about the

1.0.

service, product or the brand”. Usage

Whereas generation 2.0 is focused on

attitude can be divided in three different

the co-creation part.’’ Consumers want

components:

to be a part of the product. Being part of

knowledge. Affect is the feeling the

the product means that the consumer

consumer

want influences in creating the product

product or brand. Whereas behavior is

they are going to use. As a result of the

based

big range of apps you can download

towards the service, product or brand.

nowadays, people can customize their

Knowledge

smartphone. It is possible to download

consumer has about a service, product of

apps of your own interests and make

brand.

use.

experience

using

‘’This

is

what

economy

your

is

generation

phone

even

more

comfortable.

affect,

has

on

behavior

towards

the

the

consumers

refers

to

“Experiential

the

and

service, intention beliefs

value

a

is

nowadays defined as the Experiential value of mobile apps

value

‘’Experiential value is nowadays defined

between

as the value as the exchange between

price’’

quality

and

utilization

price’’.

Furthermore,

experience

can

be

the an

as

the

exchange

quality

and


Future

playful

There will be more experiments with the use of smartphones in Science and work. A couple of years from now it will be a normal behavior to use smartphone apps during

daily

processes

at

work

apps

languages.

for

This

math

or

way they

foreign

would

be

learning in a playful manner thus making learning more fun, which may even motivate them to do homework.

and

science. In the near future it will be safer to use smartphones, nowadays society hears several news items about errors in smartphones browsers

and

and

their

privacy.

apps,

web

Smartphone

retailers and app developers should pay more attention to this part of their product. In my opinion this still scares many people in using their smartphone optimally

Conclusion Nowadays

smartphones

can

still

be

dangerous for society’s health. They can cause several disorders which can lead to

fatality

in

some

occasions.

But this probably will not be a big

Furthermore, the long-term future of

stumbling block for society and does not

smartphones will not be that bright. This

affect the consumer that much. The

because

reality

experiential value is the most valuable

devices Google is developing right now.

and decisive factor for consumers to pick

These devices will be integrated with

a smartphone or mobile application. The

features based on new ways of gathering

consumer expects an experience around

information. This will be a new era of

these hard- and software which is, due

technology.

which

to beliefs and needs, the decisive factor

Google is experimenting with right now,

in the decision making. The second

but also lenses. Everything will be built

generation

with chips, and should be able to present

economy is that the consumer wants to

you augmented reality.

be part of the product they use.

of

the

Not

augmented

only

glasses,

Lastly governments will implement more technology for education purposes. For instance, they could create an app where students

can

study

while

they

are

traveling. This way less time is wasted and it is obviously far easier to bring a tablet,

Smartphone

or

laptop

traveling than it is to bring books. children

we

could

develop

while For

different

within

the

experience

This should be affected by the retailers by

marketing

strategies

and

communication through different levels. Then the usage attitude should stay positive

towards

products

such

as

smartphones and mobile apps. The three components

mentioned

should

be

optimally utilized to reach more sales and change society’s interests to create


new markets. We can conclude that

is related to the usage attitude. We saw

retailers should focus on the experiential

that

value on their smartphones or apps

influenced the consumer behavior as to

because

downloading mobile apps. This can be

this

is

a

critical

factor

in

decision-making. The experiential value

games from Apple’s App

Store

referred as a shift of interests of society.

Social Networking and the Influence on Communication By Ragna d’Haene

Social network sites are the top used social

and LinkedIn. Within the age group of 18-

media all around the globe. A research

24

done in December of 2012 shows that 56%

immensely high as 98%.

of the questioned has a profile on social network sites such as Facebook, Twitter

year

olds

that

percentage

is

as

In the days before the internet and social media

people

communicated

through


different ways: by phone, by sending a card

around the world, just by sharing and

or by meeting each other to chat. With the

liking.

coming of social networking sites the ways of

communication

have

changed

tremendously.

The use of social network sites is also

The most important reason given by adults in

the

age

Communication of companies

of

18-22

to

communicate

through social networking sites is; to keep in touch (with friends). In a research done by Alcatal-Lucent it states that 41% of the questioned gave this answer. Also the participants described Facebook to be a

important

for

the

communication

of

companies. It’s an easy and fairly cheap way to connect with the consumers and to provided information. In the same way people can like other people and/or their status, they can also share products or companies they like.

good method to use when the priority of

For the companies this online word-of-

getting an answer is low or not required, or

mouth is a positive but also negative way of

when the person is not particularly close to

showcasing their product. The experiences

them in the network. “Facebook is for a

of people are shared online; on their own

brief exchange and for trivial information.”

profile or on the company profile. When the

With this information one can say that young adults use the social network sites mainly

to

post

updates

about

non-

emotional and trivial things, and to check the same information of their friends and people they know. Information which is personal isn’t being posted online most of the time, but shared through the traditional ways of communicating. Social

network

experience is positive; it’s free publicity, but when a user isn’t pleased a bad review is just as easily posted. Mostly the companies tend to get more positive feedback though. Where some companies only use the profile to be online, others use it as a platform for co-creation with the users. In the past such a

communication

consumers

and

between companies

individual were

not

possible, but nowadays companies see the

sites are

also

used to

possibilities the users can have for them.

communicate the preferences of the user.

Also people tend to be more positive to

Updates from friends, relatives or famous

companies that interact with them, for they

people can be liked to show that the user

use these networks for the fact they’re

agrees or just likes this post. Examples can

social.

be funny quotes, pictures or things that have occurred. By liking a status a user

Future outcomes

chooses to introduce this information to his

Social network sites can also be used in

personal

this

predicting the future outcome of a product

particular post also. Within just a few users

or brand. In a study performed by HP Labs,

a post can be read by thousands of people

a linear connection was made by comparing

network,

who

can

share


the amount of tweets that people send

Also joining new sites in the future is going

about an upcoming film and the amount of

to be easier, with being able to have one

tickets that were sold at the Box office.

online

“There is a strong correlation between the

information you want on the profile, and

amount of attention a given topic has (in

the people you want in your network will be

this case a forthcoming movie) and its

stored, making it quick and easy to join any

ranking in the future”. So if a movie, which

social network site. An thus keeping online

is not yet in theaters, gets a massive

communication a big part of the daily

amount of attention on Twitter, it’s likely to

routine.

say it will be a successful movie. It’s a brilliant way for studios to see beforehand if a film is going to be successful.. Good and lots of communication means a big success.

personal

ID.

On

this

ID

all

A future feature on Facebook is going to be Graph Search; ” Graph Search lets you enter

plain-English

concepts

that

tie

together multiple things the social network knows about the people who use it: where

“By liking a status a user chooses to introduce this information to his personal network”

they live, where they work, where they’ve taken photos and what things they’ve liked. Among the searches Facebook provides as examples are “people who like tennis and live nearby,” “tourist attractions in Italy visited by my friends,” “movies liked by people who are film directors” and “friends of friends who have been to Yosemite National Park.”

What Will the Future Bring

With this Graph Search

communication between unknowns is made Because of the large amount of social

very simple, for Facebook will show you a

network sites that exist nowadays, and

person you haven’t met has that has the

people wanting to be a part of everything

information you are looking for. Rather than

that is going on online, a problem might

searching for it on a web search based site

occur:

such as Google, one can easily connect and

“People

are

getting

sick

of

registering and re-declaring their friends on every site”. (Fitzpatrick, 2007) Still people won’t stop subscribing to different sites I think,

because

the

sites

keep

on

developing.. People tend to follow others, so if a newer and even better social network site is being set up I think they will still join, although don’t liking to start all over again with filling in all information.


communicate to the found person

to get

But for that same reason people don’t feel

the information needed. It’s also a great

the need to be in touch offline. You already

feature for people already in your network.

know what your friend did last month, week

If you’re looking for certain information on,

or even 10 minutes ago. The urge of

for

keeping in touch physically isn’t adding

example,

a

restaurant,

the

Graph

Search does it work and finds that a friend

value to the friendship. Nowadays there

of yours has been here already and posted

are a lot of people who didn’t grow up with

a review about it.

the internet, so off course they value online

Companies will be making more effective use of the communication from and to them. Nowadays the likes a company has aren’t all that valuable. With the use of giveaways some get likes of people who aren’t buying their product or aren’t even in their target group, but just want to win free products. The value of a person’s like in the future isn’t that important anymore, but rather the people who can be seen as a promotion for the company. The more ‘free’ promotion a company gets, the better positive effect it will have on their sales. Companies will aim more at targeting the right products to the right followers. And thus tricking them in to recommendations that will be seen by their network. The fans will

be

the

companies

mode

of

communicating their products to the not yet followers.

For this companies will have to

make better use of micro targeting to be able to measure their true value to the consumer. The communication amongst people will happen even more online in the future. I think the desire of constantly wanting to know what is going in the lives of your network is already so integrated it’s hard not to be online.

friendships different than youngsters. “The majority of current college students have had access to the Internet and computers for a large percentage of their lives. These “digital natives” see these technologies as a logical extension of traditional communication methods, and often a much quicker and more convenient way to interact.” Taking these facts in consideration, a logical future development is that communication is moving even more online, without people valuing their online and offline relationships different for the future holds of people growing with the internet being a huge part in their lives.


Internet and Company Brand Building By Katri HätÜnen

Brands and branding has been the buzz word for consumers and companies in recent years. Most successful companies globally are not just market leaders but brand

leaders

as

well,

for

example

McDonald’s or Apple. What is company brand and brand building and how does the internet affect it? These days it is hard to imagine a person who has not even heard of the internet. Internet has an effect on several aspects of our

lives.

Some

of

these

aspects

are

consuming and finding information about companies, products and services therefore it has effected to the branding as well. Nowadays also the social media has a great foothold in most of our lives. Social media is meeting some of the social needs of people.

At

the

same

time

company

branding is having a huge part in it as well as taking an advantage of it.

The basics of the branding is that the brand and

brand

building

is

based

on

distinguishing a company or a product one from another. Competition is all around and therefore companies have started to brand themselves. The brand consists of all the images, ideas, activities and symbols that distinguish the company or a product from others. Brand can also be seen as a promise from company to a customer: a promise that is

Company Markets

Branding

and

Global

supported by the company. The world is nowadays more global than ever and that is the logical reason why


companies need to start think global as

The experience and promises need to be

well. The rule for global branding is that

delivered in all contacts with the consumer

there are no rules. It seems that every

to build a brand and maintain it through

company has to find its own way to build a

consistent branding materials.

brand that will be long lasting and unique.

Internet as a Global Tool

Internet and Branding Global brand building is nowadays possible The

compilation

of

and

because of the internet. The downside of

branding has evolved e-branding. The e-

the global essence of the internet is that

branding has two popular ways of use. One

the symbols and language do not translate

is to represent the marketing efforts of the

to all countries and cultures. This means

internet brands. The second one is e-

that the companies looking for a global

marketing

brand

where

the

in

internet

1994

Hot

Wire

have

to

more

via internet banner. Internet was called as

territories.

a

the

Even though the internet brings to the table

beginning the brand building and tools for it

a rapid and easily accessible tool as an

lived

internet.

asset for building a brand it can also do

general

harm. Back in the 1990s it was already a

guidelines of other marketing and branding

problem that the consumers could easily

materials. Nowadays the internet is one of

find another company to replace the old

the most important tools for brand building.

one in case the brand was sending mixed

It has replaced “the old ways� in branding

messages through inconsistent materials.

such as faxes, mail and some of the actions

These days there are even more companies

on the phone.

with amazing brands online than in the

It is seen important that the internet

1990s.

their

Websites

own

did

in

the

lives

not

1990s. in

match

the the

In

presence

to

to

translating

media�

web

attention

introduced the internet as a new medium “new

the

pay

all

presence of the brand is in line with other materials of the company. The fact that the

It seems that at the time and in the future

internet is working in real time and provides

companies need to think about their brands

up to date information at all times has had

again

its positive effect on the popularity of the

consistent.

and

make

them

even

more

internet as a branding tool. In addition this has

provided

the

The Future of Branding in the

companies to broad their marketing and

Global World and Effect of the

awareness

Internet

of

the the

opportunity brand

for

globally.

The

internet not just increased the ways for consumer to be in contact with the brand but increased the moments of truth as well.

Today the brand is what is being consumed. The

brand

represents

more

than

just


physical products. They are symbols and

companies to try to figure out why and

they

a

what value to try to engage consumers to

consumer wants to emphasis on his or her

and not only how and when. Social Media is

for example on lifestyle. The internet is

based on the conversation shared between

forcing the companies to dig deeper when

the users. This gives the companies more

building a brand and in the process of

opportunities for branding but it also sets

maintaining it. The brand needs to be

new challenges. One of the challenges is

embedded in all aspects of the business

the employees in the social media. There is

design and the organization to build a

basically no control over the discussion of

successful brand.

them by the company.

Like back in the 1990s the same problem

Using social media as a tool for branding

occurs from time to time these days as

can be difficult but on the other hand cost

well. The problem is to keep up the

efficient as well. While creating a website

websites used for branding and therefore

for

marketing.

that

introduce it in the internet can cost a quite

websites crash down and the promise of the

amount of money. Many of the social media

brand concerning the experience of the

sites

consumer, which branding is all about, does

inexpensive. Social media gives therefore

not

an opportunity for all the companies to

are

expressing

It

meet.

In

is

still

many

certain

fairly

aspect

often

cases,

like

in

company

are

a

to

free

brand

drive

of

relationships, building the trust needs more

build

time and actions than losing it, sometimes

services and actions.

the

charge

around

brand

or

their

at

and

least

products,

for good. Losing the trust can be the case with brands and customer experiences as

Conclusion

well, since it is a relationship built with time and effort.

Branding seems to be one of the most important actions a company should take.

Social Media as part of the branding

Brands are nowadays consumed more and more and they are the most important

Social media has rapidly grown to be one of the most important medium for branding inside the internet. Social media is all about creating content as well as positioning it to an online, virtual, mobile or other hosted environments. The relationships in social media are tacit, like many of us social media users know. This is also creating extra pressure for the

assets of a company these days. The internet is one of the most important tools for branding and maintaining the brand as well as raising the awareness. In the future it just might be that the branding will move more and more to the internet and social media. These platforms do give such advantages for the branding. Global, viral and easy to access are probably the key words for the communication through


media for branding in the future. It just

as adjusting the old company marketing

needs more thinking outside the box as well

and branding guidelines to a new level.


Personal branding - the power of branding yourself as a DJ / producer on the internet By: Micon Roest if we look at the 90's for example. A lot "I became famous within 3 years" said one of Holland's biggest talents Nicky Romero. Talent is a big advantage for the artist itself, but it's not enough! There are some other areas where you

of people brand themselves biggest

medium

in

the

on the

world,

the

internet. Many artists do this as well instead of the record label. Personal branding involves the creation

should think of if you like to increase your popularity into today's scene, for example your connections, dedications and your goals. This is why personal

of strong and unique associations in the mind

of

the

people

around

you.

branding is very attractive for every musician that wants to achieve more. Let's

talk

about

what

is

personal

What platforms are involved with personal branding?

branding? Some other advantages of

Thanks to the internet, getting in touch

using personal branding are differentiate

with the right audience is now much

yourself from your competitors, earning

more easier than 20 years ago. A lot of

recognition

artist

and

increasing

earning

potential. Nowadays a lot have changed

are

using

social

media

as

marketing tool. This is the process of


marketing through different social media

of

sites like Twitter, YouTube, Foursquare

research about the involved persons with

and Facebook etc. This way the DJ can

social

interact with his fans and share his

E(lectronic) D(ance) M(usic) scene. In

music on a much more personal level

this case I studied the 3 important

than

groups.

other

commercials.

regular Personal

advertising

touch

is

very

important here.

you can upload and share your material, these are the so called blogs and forums. The author use it to give information something

personal

life,

such

while

from

other

use

their it

to

promote themselves so that visitors can interacts with the author. Then there are music websites such as Sound Cloud, that

gives

media

The

yourself,

I

marketing

artist:

Daniel

did

some

within

the

AmĂŠzquita

(Moska) - DJ / Music producer at Mix

There are some other platforms where

about

1.

marketing

every

musician

the

Mash Records He got noticed at the forum of Laidback Luke, who helped him with his music productions. He said "my goal wasn't to be famous but to make good music!". Social media platforms such as Twitter helps Moska with sharing his music with other big DJ's, or they keep in touch by e-mail.

opportunity to show his sound to the

2.

world. Your webpage is linked through

Manager at Star Agency

your other social media websites so that you can brand yourself. In this case we'll take a look at some artist and managers who are part of the music industry to find out that personal branding matter.

The

manager:

Paul

Zaky

-

As a manager from a fresh agency he said that one thing hasn't changed since the beginning of the music business, that is your connections! The fastest way to grow as an artist is to increase yourself in style of music, this means your way of

What's the impact of marketing? The last few years, there has been an house growth in the house scene. It

presenting yourself with your sound and your branding. "There is no other way, unless your name is Pauly D!"

even got his own name now, Electronic

3.

Dance Music. One thing is for sure,

Toolroom

branding

Records, EMI Dance and Bigbeat

yourself

with

social

media

platform is a must for you as an artist. It's almost like a new set of rules, if you don't

have

Facebook

or

any

other

account that belongs to a social website, you don't exist! To find about the impact

The

record

labels:

Records,

Axtone, Spinning

Of course it's about signing new artists, but they all have some important rules of thumb. The first rule is try to find the right

person

with

a

personal

letter


instead of a industry-wide e-mail. It's a

you have to make sure your active. If

huge professional turn-off. An important

you share a lot of effective messages

thing is your personality. The manager is

and send impressive demos of your work

responsible for you, so a good start is

to blogs or forums, it can increase the

the

your

changes that someday someone can help

business side is important. A proactive

you to your road to success. Be honest

attitude is a huge plus for any artist

and proactive, talent is not enough.

way.

Your

organization

of

thats want to connect with the label.

Future vision Thanks to the increasing technology, if more easy to contact the right persons. Be sure to do so! They can help you with

What are the right ways to get in

your goals. Also the way you present

touch?

yourself as a brand is very important!

What

to

conclude

about

personal

branding so far? I think a lot actually, nowadays the artist sends his music

This gives me the conclusion, branding can help you if you want to grow into the music industry.

more across different platforms on the

Nowadays it's a very important to have a

internet. Most of the times it's the

account on one of the mentioned social

famous artist or blogs who get the

media websites. In the future social

demo's first instead of the record label.

media will become more personal and

This has some advantages for the artist

this goes for all the musicians as well.

in many ways. Not only you will receive

Everything

feedback to increase your skills, but also

personalized and more integrated with

he can create a fan base or even better,

other (mobile) applications. Make sure

get noticed by a manager / big artist

people

who help you to your road to success.

Because the impacts of social media can

Branding yourself is the most important key. The new media has gave the music industry a new shape for

the

promote

artists

to

yourself.

Social media helps in your connections and

know

will

who

become

are,

be

more

involved!

create opportunities for you if you know how to play the game.


The unconscious effect of colours in media By Kaisa Itkonen

Introduction

reason

Colours have more influence on us than one might think at first. All the different colours that we see around us do not only create associations and preferences but also a notable difference in our brain. Certain colours have the similar kind of effect on all the people looking at it and this fact can be used in advantage in media to help people to clearly interpret the

message

and

even

guide

their

behaviour without them noticing. How do the colours used in media affect in an unconscious level? And what is important to take into consideration when using

it

can

help

some

people

is

because many of the physical symptoms are psychosomatic and can be cured to some extent by affecting the mind with colours. It has been proven that the way we see colours is defined in our genes since women and men see colours differently. This

also

proves

that

colour

interpretation is not only learned but it is also dependent on the biology of a human

being.

The

full

truth

about

unconscious reactions to colours is a combination of learned associations and natural

biological

reactions

that

are

connected to the bodily functions. All in

colours?

all it is undeniable that colours evoke feelings as well as physical reactions in

Scientific findings It is scientifically proven that colours

people.

have an effect on the bodily functions Sending

such as blood pressure, respiration rates and

pulse.

nowadays

Therefore

used,

on

colours side

other

treatments, to treat different kinds of diseases. science

Therefore might

not

although sound

colour

valid,

the

colours do have scientific proof behind

kind

of

In order to succeed in sending the right kind of unconscious message through colour it is important to know the target group and their interests. The gender, age

and

social

status

affects

the

appropriate choice of colour but perhaps

them. The colours, as a treatment, have a certain

right

message

are

of

the

psychological

reaction.

The

the most important is the product the customer

wants.

Does

the

customer


want reliable services for example from a bank or valid information from a paper? Then the colours used should reflect customers’

needs.

In

that

case,

for

example blue and green create trusting atmosphere and therefore are in line with the offered content. Although blue is a really safe option, it can be a bit hard to stand out from the crowd with

“Over 25% of the World’s

valuable

brands have blue as the

dominant

colour”

such a commonly used colour. Over 25% of the World’s valuable brands have

Cultural differences

blue as the dominant colour in their logo

Nowadays

In order to retain longer term attention

consideration all the cultural differences

the colours should send a message of

in colour interpretation. For example in

trust and peace. Green is the easiest

Jewish culture red represents sin and

colour

and

blood and for many African countries

therefore it is soothing and wealthy

especially in the South, red is the colour

colour. Blue is associated with trust and

for grief. In East Asia white represents

security. These colours are commonly

death whereas in western culture white

used for example in newspapers since

is seen as the symbol of purity and

their purpose is to transmit reliable

innocence. In many cultures it is quite

information.

common to see brown as dirty colour.

Orange is seen as impulsive colour. It

Although black is seen as colour of

gets people to subscribe or purchase

elegance it also has a meaning of death

something fast. It is widely used in

and grief in many cultures.

for

the

eye

to

process

clearance sales, outlet stores and for example websites that want people to join them. When there is no purpose for hesitation but only action, orange is good colour to use. Tabloid magazines, which use impulsive colours such as orange, usually have really short news and stories so that although people are very much drawn into the stories their interest does not last very long time.

it

is

vital

to

take

into


Future

are

I believe that in the future the

a

great

way

to

create

an

experience.

importance of colours will increase in the media industry. More and more companies mediums

operating will

unconsciously

in

use

different

colours

competition

the

first

impression

is

becoming more important. The positive

believe that most of them still have

reaction to a colour can engage a person

good purposes and they mainly do it

to discover rest of the content. Then

for

again

inevitably

and

people.

In the future with even more global

I

targeting

direct

to

Conclusion

branding,

there

will

also

but be

mixed

contradictions

messages between

and

the

colour

companies that may take advantage

scheme and the message can be too

on the customers and only try to

confusing for people and they try to

trick

avoid these kinds of situations. When

people.

In the future, efficiency in highly

trying to create an unconscious effect by

important and colour helps to draw

using a colour it is really important to

attention immediately to the right

know the target audience. Some of the

place and it can also help either to

reactions to colours are learned and they

concentrate on details or to keep the

can be different depending for example

attention

on the culture, gender or age. Certain

on

the

big

picture,

whichever is preferred. The time

basic

wasted is eliminated to the minimum

reaction and set similar mood for all

by

people.

using

colour.

colours

still

Total

evoke

the

manipulation

is

same maybe

I believe that future media will be

impossible by only using colours but

more

experience

together with certain kind of state of

focused. The commitment and the

mind and background colours can be a

co-operation can be enforced with

really

colour and setting the mood with

I believe that the colours will have

colour schemes according to the

tremendously bigger role in the future

wanted commitment level. Because

when it comes to communicating in the

colours are most of the time loaded

media.

with associations and emotions they

becomes more important and also the

interactive

and

good

Experiencing

combination.

through

colour

companies should become more colour conscious

and

start

to

believe

that

colours are really important. The future of media is going to be colourful and colours will have more meanings and purposes.


Italy and the Influence of the Media on Politics By: Mireille Visscher

Media and politics are always connected.

our daily lives. We are connected to the

The media tends to show everything that

internet almost 24 hours a day. News

happens in politics in a journalistic,

are permanently broadcasted via the

objective way. It is showing different

internet because it is the fastest way to

perspectives from different parties in

reach

order for the voters to create their own

influence on politics. Since media is so

opinion. Not in every country it works

closely connected to politics, does it have

like that. Italy is one country where

a good or bad influence on the process

media is closely connected to the politics

and the elections? There are several

and

countries

where

the

media

is

influencing

society. In this essay I am looking at the influence the media has on politics in Italy. Nowadays media has great influence on

people.

Media

where

also

media

has

has

great

great

influence on the politics. Italy In Italy the influence of media on politics


and the other way around is huge. Silvio

powerful way of influence on society. The

Berlusconi has been the Prime Minister of

citizens of Italy have to adjust to the law

Italy for three times now, in 1994, 2001

and are thus influenced by the power of

and 2008. He again participated in the

the

elections in February 2013. Berlusconi

Berlusconi was the prime minister a lot

has not only been the Prime Minister, he

of the legislation has been changed. A lot

also is the owner of the company Media

of problems Italy has in the area of

Set,

media can be traced down to Silvio

the

most

television

important

company.

commercial

During

the

time

to

the

Berlusconi. It is said that the biggest

Berlusconi

also

problem is the fact that the whole culture

publishing

has changed. Even now Berlusconi is

company and about 50 magazines. His

retired the problems are not solved,

brother is the owner of the Italian Daily,

even when he will die the changes will

one of the most read newspapers in

still be notable.

company owns

Media

an

Set,

advertising

Next

government.

and

Italy. Silvio Berlusconi is also the owner of the Italian soccer club AC Milan. You can say Berlusconi is all around the country

and

participating

in

media-

strategic industry and it is difficult not noticing his influence, both in politics and daily life.

Berlusconi

has

potential

power

by

owning Media Set. Which in my opinion in this case, is probably more powerful than the actual power he had as the prime minister. With potential power I mean the power he has by owning a lot of media companies and in that way

This case raises several questions. To

indirectly

what extend does Silvio Berlusconi have

politics.

power because of his ownership of Media

By owning so many different media

Set? And does Berlusconi’s combination

companies Berlusconi has great influence

of media and politics herald a new model

on the Italian politics and on society in

of political control in modern democracy?

general. He is able to decide what his

And what does this mean for future

news

politics? Will it be normal that a prime

example

minister owns about 90% of all the

support him. When you do not support

media in a country and in that way

his ideas you can easily be fired, which

influences

also

society

in

many

ways?

influences

programs by

happened

the

will

selecting

in

the

society

broadcast, editors

past.

and

for who

During

Silvio Berlusconi, as the prime minister,

election time this can be very powerful.

has the capability to force the people

It is easy to broadcast the ideas of

what to do and how to do it, he can do

Berlusconi.

this via changing the legislation which he

The TV stations Berlusconi owns are

can arrange via the parliament. The

among the most popular channels the

opportunity to change the law is a

Italians watch. One of America’s news


websites

says:

“And

as

the

prime

Future

minister, he has indirect control over RAI

What do the developments in Italy mean

— enough, critics say, to pull the strings

for

necessary

influence of the media decline, stay the

to

put

that

broadcaster’s

the

future

of

or

makes the influence he has on the

Now

that

citizens

Minister again things are changing. Will it

Berlusconi

ran

get

the

same

powerful.

even

Will

“fairness doctrine” into effect.” This also more

maybe

politics?

for

worse? Prime

Because Berlusconi owns so many media

be possible to become the prime minister

companies questions are raised about

for the fourth time? It is not likely that

the press freedom of Italy. Italy is

he will be chosen as the Prime Minister

ranked as the 49th country in the world

again, but he can make things harder for

when it comes to press freedom. This is

the other candidates. He can make it

a surprising ranking for a country from

almost impossible for the other parties to

Europe. It is an interesting fact that it is

form a working parliamentary majority.

possible to own so many companies as

Again there comes his influence on the

one

politics. Because he is the owner of

person.

It

almost

gives

you

a

monopoly. “It

would

many media companies he is able to be

difficult

to

imagine

a

modern and industrialized country, a member of the G8 and a founding member of the European Union, where a single figure had so much control over the media”, said Domenico Affinito, vicepresident

of

the

Italian

chapter

of

Reporters Without Borders.”.

make a comeback and to put himself in the spotlights again to convince the voters. The polls show that many Italians still believe in Berlusconi even after all the things he did, like the ‘bungabunga’-parties with underage girls, the troubles when he quit as the Prime Minister

and

the

accusations

of

corruption.

“Because Berlusconi owns so many

Many people want to warn the Italians

media companies questions are raised

against Silvio Berlusconi. They are afraid

about

Italy is going to make a mistake by re-

the

press

freedom

of

Italy.”

electing Berlusconi as the Prime Minister. Is the fear only because they do not


support his thoughts or because they are

is no one that will take over when

afraid of his influence on Italy? For

Berlusconi quits. About 15 months ago

example Germany is warning the Italians

Berlusconi already said he would quit

because they see Berlusconi as the man

with politics, no one that took over his

that is among others responsible for the

place in the party. In that case there is

economic troubles Italy is faced at.

not really a future for the party of

Jack Leslie, chairman of the company

Berlusconi. This is also caused because

Weber Shandwick, gives his opinion on

Silvio Berlusconi is doing everything on

the relationship of media and politics in

his

general and how the media influences

On the 24th and 25th of February 2013,

the media nowadays. Leslie said that

elections were held in Italy.

politicians are being under a microscope all the time. The media is watching them in anything they do. They have to act the same

24

hours

7

days

a

week.

Jack Leslie also said that because of the influence of media on politics the amount of political parties declined dramatically. The influence of media on politics will not change when one person owns about 90% of the media companies in one country. When you own the media, you basically own the people. The topics that are broadcasted will not be transparent and will only focus on the thoughts and ideas of the owner, in this case Silvio Berlusconi. In the future the media will play an important role in politics as well. People are closely connected to the internet and can follow anything that happens in politics. They will become more and more connected and involved via the media. By controlling the media Silvio control

Berlusconi what

is

able

society

to

actively

watches

on

television or listens to on the radio. When looking at the future of the party of Berlusconi, one thing is striking. There

own

and

on

his

own

way.

Most European leaders warn the Italians not to vote for Silvio Berlusconi. They see him as the man behind all the financial troubles Italy is facing at the moment. Italy is the second economy of Europe,

but

at

the

same

time

the

weakest economy. When Berlusconi will be

re-elected

they

are

afraid

these

problems will even get worse and Italy might

become

Berlusconi is

the

trying

second to

Greece.

convince

the

voters by promising them to give back house tax they paid last year when Monti was the Prime Minister. He uses the media to support his story and he even send a letter to many people saying they would get their money back when he will become the Prime Minister. The influence


of the media on politics will not decrease

trying

and only get worse when Berlusconi

promising them to give back house tax

becomes the Prime Minister again. He

they paid last year when Monti was the

will use his media companies to influence

Prime Minister. He uses the media to

the society with his populist thoughts

support his story and he even send a

and ideas. When Berlusconi will not be

letter to many people saying they would

elected there will not be one that will

get their money back when he will

take over his place. In that case the

become the Prime Minister. The influence

direct influence of Berlusconi on the

of the media on politics will not decrease

politics will decrease. Even though the

and only get worse when Berlusconi

influence

will

becomes the Prime Minister again. He

always be an influence from the former

will use his media companies to influence

prime minister, both on politics and

the society with his populist thoughts

society. He still owns Mediaset and he

and ideas. When Berlusconi will not be

changed things fundamentally during his

elected there will not be one that will

period as the prime minister. In order to

take over his place. In that case the

ban

his

direct influence of Berlusconi on the

influence Italy needs to wake up and

politics will decrease. Even though the

vote for the one that can make a change

influence

and is willing to help Italy in all the

always be an influence from the former

problems it is facing at the moment and

prime minister, both on politics and

does not care so much about money,

society. He still owns Mediaset and he

girls and parties.

changed things fundamentally during his

might

Silvio

decrease

Berlusconi

there

and

stop

On the 24th and 25th of February 2013, elections

in

decrease

voters

there

by

will

period as the prime minister.

European leaders warn the Italians not

stop his influence Italy needs to wake up

to vote for Silvio Berlusconi. They see

and vote for the one that can make a

him as the man behind all the financial

change and is willing to help Italy in all

troubles Italy is facing at the moment.

the problems it is facing at the

Italy is the second economy of Europe,

moment and does not care so

same time

Italy.

might

the

In order to ban Silvio Berlusconi and

the

held

convince

Most

but at

were

to

the

weakest

much

economy. When Berlusconi will be re-

about

elected they are afraid these problems

money,

will even get worse and Italy might

girls

become the second Greece. Berlusconi is

parties.

and


Exploring the future of television By Marjolein Scheer

updates all at once. The fact that people

Television

watch television on different devices,

Internet connected television with the

says a lot about the behavior of the

world, also called as Smart television,

consumers today and the development

brings you Youtube, video chats, Twitter

and marketing of television in the future.

fees and Facebook. Smart television is

The television industry is changing

actually like a modern computer. It searches out the world and brings back all the information you want to watch,

because of this fact. What are the trends

listen and read. But unlike with your

and developments of today’s television

computer or laptop, you do not actually

technology?

need to use them directly,

bring in the future?

nowadays

your

applications

on

because

television it.

Your

has

television

connects you directly to the web, so you can watch television, Twitter and see live

And

what

will

television


Multitasking Today’s

not only watch television, but they also

consumers

watch

a

lot

of

television, more than ever before. But they are doing it very differently than the first spectators in the era of black and white TV. Like said before people do

visit

different

platforms,

like

social

media, global platforms and the web in general.

So

it

is

very

clear

that

consumers watch a lot of television and visit the different platforms. But the question I have is where do they find the

time to do all of this? The fact is they are

Thanks to all these developments there

multitasking.

to

is a big change in the television industry.

Twitter, shop online and sent e-mails

Not only there is a big appearance of

with their tablets and phones while they

smart televisions, but also a lot of people

are watching television. In other words

will actually buy a smart television.

people love the dual screen experience.

These televisions will be connected to

People

now

want

the Because of the combination of television, internet, tablets and mobile phones you can speak of video on the go. If you are at the office, on the train, or in the back of the bus, you can consume content everywhere. Not only you can decide where to watch, when to watch or what platform you want to use, but you can also choose watching it in greater or

Internet

and

allow

people

to

download different applications and be interactive

while

watching

television.

Because the television is connected with the internet it will help to learn about the viewing

habits

of

the

people.

For

example what type of movies do they want

to

see,

and

making

recommendations based on what they just have seen.

smaller parts. In my opinion you can compare the watching behavior of the

Especially now in the hectic of days and

people with snacking. For example when

the 24-hour economy, people have the

you are in front of a big flat screen in

need to escape and sit back from their

your home you are having your main

busy

meal, and if you are watching something

television is the best place to get some

at your telephone you are taking a little

relaxing time for a greater group of

snack, for lunch you watch a program on

consumers. Thanks to the development

your tablet. What I try to say is that

of internet versus television and different

their

where

screens (telephone and tablets) you can

content will be transported between the

watch everywhere you are and not only

different

at one particular spot in the house. So

needs

to

screens

television on.

be

flexibility

you

are

watching

and

stressful

life.

Therefore

now you can take a little break even


between your work or whatever you are doing.


The

future

programming

and

personal programming

the website of a television channel for

People want to watch programs that looks like a big event, or that feels a bit special.

The

television

challenging

fact

manufacturers

and

for the

broadcast is to make every television program a bit special. Think about big reality shows or the first application of a new series. When

a

enough,

ago thanks to Video on Demand or on example HBO. People can also watch a television program or a movie on their telephone or tablet, and they are able to buy Video on Demand thanks to a Settop box. There are a lot of different ways to watch content on a lot of different types of screens. Video on Demand is the ideal way to enrich the television behavior of the people.

television (think

program

about

The

is

big

Voice

of

Holland) there is a big demand for these kind of television shows. Because of this, the broadcast from the creator is always looking for more content that can be used in different mediums. Think about Facebook, Twitter that they will combine with a television show. They try to

What can we expect in the future of television? The technologic change what we have seen in the last couple of years will be only the beginning of what we are going to see. But what can we expect?

develop a project that becomes a brand

The picture quality will be great on every

instead of just a television show. I think

device. If people download something

that a lot of producers think about what

they do not have to wait that long

the transmedia opportunities of these

anymore.

new

This

display devices trough their entire house.

development is what helps to sparks the

Think about the kitchen, bedroom, living

audience’s interests in the show.

room, and bathroom. Just name it and it

television

shows

will

be.

They

will

have

very

thin

will be there in the house. Of course every device is connected with each

Personal Programming

other and is provided with Internet.

At this moment not only the television hosts will decide what you are going to see,

but

also

you

can

choose

the

program you want to watch, and when and where you want to see it. Everything in

the

media

is

more

personalized.

The devices will be very intelligent. For example, if people enter the room the device will know who this person is and knows exactly what this person want to watch.

Nowadays people are able to watch a

Also the television set on the wall can

television program from a couple of days

interface with all of the different mobile


devices. And maybe in about twenty years there will be a schedule of content uniquely orientated around you as a viewer and tailored to your preferences and

the

preferences

of

your

social

network. Or maybe in twenty years there will be no television anymore but people looking

at

a

hologram,

or

a

3D

projection. Maybe when there is the time that everything is personalized for everybody, a couple of years later they realize that they

actually

want

to

decide

for

themselves what they want to watch instead that a device has made a whole schedule. So people want the power back of choosing a program they want to watch, and go back to basic.

Conclusion Like I have said before the change regarding the technologic is just the beginning of a very big development we are going to see in the future. But as long as we live it will be going to become more and more high tech and maybe people will never get enough of it. There is just one thing to say: what is science fiction today will become real in twenty or thirty years’ time.


Music events in the experience economy and beyond By Marcell Ann event producers are pressured to make

Music events are an important part of the modern society. They are recognized worldwide as a way to attract tourism and even residents to a region with their cultural

and

governments hosting

economic realize

major

the

music

benefits. potential events,

As in the

competition is ever increasing between these

festivals

to

provide

superior

festivals even more spectacular. Experience

economy

is

a

concept

introduced by Pine and Gilmore in 1999. It

describes

the

manufacturing

evolution

economy

of

the

into

an

environment, where “goods and services are no longer enough”. “This ‘megatrend’ or societal tendency is linked to a

quality. In an experience economy where the consumers’ desires are no longer satisfied with simple products and people are

looking

experiences

for

distinct,

unique

general

increase

in

the

population’s

overall demand for experiences” and it gave the opportunity for companies to think about experiences as a new source


of value creation. It is enough to think

There

about Apple, whose “stores are now the

between music festivals as the standard

envy of every mall owner or developer”

of service is continuously rising and

because

of

festival producers race to match and

service

and

their

superior

distinct

customer

experience

they

is

an

increasing

competition

exceed the ever-increasing expectations

provide. This phenomenon has forced

of

companies

increase in quality has also put higher

complex

to

create

experiences

increasingly around

their

products.

their

financial

customers. and

legal

However, risks

to

this the

organizers. As events get bigger and more spectacular, they become harder to coordinate, manage and fund.

After

Woodstock,

1969

major

music

festivals became a global phenomenon and

still

nowadays

“there

is

an

unprecedented interest in events and festivals whether cultural or sporting”, which

is

mainly

increase

in

due

demand

to

the

drastic

for

unique

experiences, that are “original and real, not

contaminated

by

being

fake

or

impure. “This

Cooperation between festival producers and international corporations, who have the capital to fund large events can both benefit from this cooperation. However, the Gallup-Robinson research from 2008 also points out, that sponsorship is the most effective if the visitors of the event can see a clear connection “between the event and the sponsor is more likely to develop

is

consistent

motivational movement

with

hierarchy to

Maslow’s

where

self-actualization

positive

feelings

toward

the

sponsor”.

the is

a

search for a deeper meaning and finding

“Goods and services are no longer

a

enough”

sense of worth beyond material

possessions”. The Gallup-Robinson research identified Local, regional and national governments have

recognized

events,

which

the

are

importance

known

to

of

offer

economic and social benefits and create new

business

networks

and

opportunities. Furthermore, events are often associated with improvement of liveliness and well-being of the city.

three

steps

for

getting

the

desired

results out of a sponsorship agreement: the

first

is,

to

create

an

engaging

marketing campaign in order to attract visitors to the event. Then, a meaningful experience has to be provided to the visitors in relation to the brand and finally, focus has to be given to follow-up and

re-engaging

the

emotional


connections

through

the

marketing

communication channels.

sound in a superb quality and stream it

Boswijk et al. (2007) have identified eleven characteristics of a meaningful experience. The most important of these from

the

festival/event

perspective

are

able to take photos, record videos and

producers’

high

degree

of

straight away to their friends at home, who cannot be present because of the increasing

all

streaming

affectedness,

international

This is the first opportunity for festivals to

emotional

of

travelling.

concentration and focus, involvement of senses,

prices

grow.

Providing

interactive

opportunity

live

of

the

contact with ‘the real thing’, doing and

performances could increase customer

undergoing something and an element

numbers worldwide, without having a

and sense of play and expectation. When

negative effect on the number of visitors

looking at the above mentioned list, we

on the event, as being present in the

can see that most of the characteristics

crowd

can be easily applied to a music festival

experience.

and it is therefore an ideal tool for brand

watch a concert from home on a smart

exposure.

TV, that can freeze and rewind the image

Based on the above mentioned facts, theories and researches we can identify critical aspects of music festivals that have to be developed in the future.

does

not

involve

Likewise,

the

being

same

able

to

while buying the artists’ new album online, which is launched simultaneously with the performance, has an added value

compared

physically.

This

to

being

extended,

present worldwide

exposure can be mutually beneficial for First of all, the high competition in the

the festival and the artists, who perform.

events

require

As mentioned above, nothing can match

festival producers to provide one-of-a-

the experience of being present in the

kind experiences in order to keep their

crowd of thousands of people cheering

visitors. As the third generation of the

for an artist. By hundreds of thousands

experience

2007)

of people watching the show online their

suggests, customers have an increasing

desire to be present on the next show

desire

can be the driver of success for both the

industry

is

going

economy

to

shape

to

(Boswijk, their

individual

experiences. Festival producers will have to

incorporate

social

media

and

augmented reality (AR) on a new level. Soon enough AR glasses will be the new smartphones,

allowing

people

performer and the event.

to

be

connected to social media networks in a whole new level. These glasses will be

The second development point derives from the opportunity of the worldwide exposure

that

streaming

provides.

Festival producers should look for close


collaborations

and

sponsorship

agreements with companies that have a good fit with the event’s image. These organizations

are

opportunities

to

looking provide

for

authentic

experiences connected to their products. Branded festival sites can be perceived as offensive marketing, therefore firms will

turn

away

from

their

current

approach. As research has shown, it is no longer relevant how many logos and printed ads a company is exhibiting on the festival itself if the visitors cannot easily make a strong positive connection. The brand therefore should not be the focus point of the festival even if it is the sponsor. Companies should design a model, where the brand is a facilitator for the visitors to get an authentic experience that they would not have access

to

without

the

company’s

sponsorship. A sponsored live stream that brings the experience to people’s homes for free, giving extra worldwide exposure for the festival, the artists and for the brand while keeping personal presence on the event desirable is a model, that reinforce all stakeholders’ position. The

future

is

unpredictable,

but

by

looking at trends from the present we can find innovative ways to prepare for it. One thing is certain: In today’s rapidly changing economic environment one has to be prepared to take reasonable risks and look for unexpected, spectacular solutions to stand out in the field.



E magazine