INTERNATIONAL AFFIRMATION OF THE YOUNG TALENTS
In the following essay we will try to give a brief
explanation and maybe even model, and we will interpret the following
subject from a managerial aspect i.e. how the individuals or managers
would work on promotion of the young talents.
Affirmation or promotion of the young talents is very important issue
not only for the musicians that are treated as products, but also for
the general culture within the country. There are several levels where
this kind of promotion could be introduced. Thus, we can work in the
frames of the local community, on the national and international
level, which is the main subject of this essay. Marketing strategies
for the young talent affirmation depends of the level on which we are
working.
We need to define the marketing strategy very precisely. Thus, first
we will need to collect all the influencing forces, and analyze from
different points of view. We need to differentiate the positive and
negative factors i.e. our strenghst, weaknesses, threats and
opportunities. Including the factor called general environment,
primarily socio-cultural and demographic-economical environment. We
must think about competitors i.e. all the other cultural events that
are our possible competitors, suppliers, public and audience and the
most important thing in the marketing process 4 Ps: product,
place, promotion and prize.
First step in marketing strategy would be product definition, what
we are offering on the cultural market. Defining the market, on the
other hand, is very important because it is on of the components that
the manager or the agency directly is concerned. There are several
types of markets as monopolistic, monopsonistic, highly competitive
market etc. In this case, because the matter of our discussion are
young talents and how to promote them on the cultural market, we can
conclude that we are dealing with highly competitive markets, where
great number of excellent musicians from different genres are
participating. Above that, music belongs to the categories of cultural
events, together with theater performances, exhibitions, cinema etc.
All those events are in the same time potential competitors or
substitutes.
After we have determined the market and all the forces (positive and
negative) that influence of the strategy implementation, we are moving
to the next step that is the product itself. Although we are
speaking for the musicians in general, still there are some
categories, ordered by several particular parameters. On the beginning
of this text, we have mentioned that young talents would be matters of
discussion, thus some particular and detailed categorization in their
promotion is not necessity. Nevertheless, we will have to note that in
the starting point we will recognize two categories of young
musicians:
Young musicians that are at the beginning of their professional
career, and we are on the beginning of their promotion and the other
category which is young musicians that are already known in the
cultural market and some of them maybe are very well recognized. This
note is very important because we cannot treat those two categories
the same, when we are speaking about marketing promotion. Thus, some
of them are well known on the market, they have even permanent
production, and the others are on the starting point, and they will
have to come to that point. When we have this kind of product
differentiation, we will have to determine different marketing
strategies.
In any case, for both categories we will have to deal with almost the
same factors that could influence on their presentation. In this
process, besides the importance of the product, we have to be aware
and we must to think about the target audience. We are speaking about
the environments of market economy where art is also a kind of
business. People are now in position to sell the art and to make
profit from the art. That means that music or any other art is not
non-profitable any more. For that reason targeting the audience is
maybe on of the most important things that we have to think about in
the planing process. (There are cases when, organizations that are
working on organization of cultural events, are tying to make concerts
for youngsters which means that they target particular audience and
usually those kind of concerts are not paid, and the amount of
consumers is bigger). During the promotion process, we have to be
aware that young talents are professional musicians, but also we need
to include all the issues, which will serve in the function of their
further education.
Each product, no matter whether is produced by profit or non-for
profit sector, we need to present it to the public on the way that
would be the most acceptable. In this essay, speaking about one
specific activity as the music is, automatically we all the products
produced in this field will be treated as specific product, as well.
What we need, i.e. what kind of materials we need for the good
affirmation of the young talents, again depends of the environment
that we are supplying. However, if we do not have dissent promotion
material, entering the target market would be very difficult and
sometimes even impossible. There are specialized organizations, which
primarily activity is affirmation of the young talents, organizations
that on the other hand are specialized concert agency for young
musicians.
Several points are very important for the musician that we intend to
enter the market. Audio, video or CD recording which will prove the
quality, especially in the period when the buyer is selecting the
musicians. Besides the audio materials, printed materials are also
necessary, like curriculum vitae, some concert critics, awards,
different brochures etc, which again prove the quality of the product
that we are offering. In this package, we will need a good number of
compositions that the musician will be ready to play, which means
his/her repertoire.
Once that we have determined the product, we will determine the target
area on which we will offer our product, and again we will have to
deal with the socio-cultural and demographic-economical environments
and their positive or negative influence. Once we decided the place,
our next step would be strategy implementation. In this part, besides
all the above mentioned issues regarding the promotional materials, we
are coming to one very important moment for the people that are
offering the product i.e. the managers or the agencies, the important
question would be whether the product that we are offering on the
market can be sold.
For that reason, our next step would be prize determination. The prize
is one of the four basic elements in the marketing process. Also very
important component contributes to the affirmation of the young
talents. We have to note here that there are cases when we have to be
ready to promote some musicians without prizing them, but usually it
is a case when we are entering new market or in function of some
particular event or production. Besides the environment, influencing
the prize, there are also some important economical factors like the
economy of the country, supply, demand etc. That means that the prize
must be adaptable in coordination with the demand of the environment
i.e. the market.
At the end, we can conclude that in the process of affirmation of the
young musicians, the best alternative would be if we have specific
organizations that are working in this field, like concert agencies or
individuals-managers. Of course that those kind of activities always
should be stimulated and supported by the organizations and
foundations which primarily activities are in coordination and in
function of the arts. I think that we don’t need to emphasize the
need and the importance of such activities, affirmation of the young
talents in the international level, where besides their own
presentation, they are presenting the general music culture in the
country from where they are coming.
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