Medijska podoba, lastništvo in marketinške kampanje v glasbeni industriji: primer Taylor Swift : primer Taylor Swift

Čarni, Katja

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Title:	Medijska podoba, lastništvo in marketinške kampanje v glasbeni industriji: primer Taylor Swift : primer Taylor Swift
Authors:	ID Čarni, Katja (Author) ID Močnik, Dijana (Mentor) More about this mentor...
Files:	UN_Carni_Katja_2026.pdf (4,91 MB) MD5: AD22C5690ADF2675231689751DC943F8
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FERI - Faculty of Electrical Engineering and Computer Science
Abstract:	V teoretičnem delu smo predstavili kulturne in kreativne industrije ter pomen lastništva umetniških del in osebne blagovne znamke. Lastništvo je pomembno za umetnike v glasbeni industriji, kakor tudi osebno blagovno znamko, ki vpliva na prepoznavnost in uspešnost umetnika. Poudarili smo vlogo digitalnih medijev za promocijske namene ter vlogo občinstva. V empiričnem delu smo proučevali primer glasbenice Taylor Swift. Primerjali smo marketinški kampanji dveh albumov. Ugotovili smo, da je pridobitev lastništva nad njenimi umetniškimi deli pomembno prispevala k njeni rasti samostojne umetnice. Razlike in podobnosti med marketinškima kampanjama so pokazale ključni pomen digitalnih medijev v glasbeni industriji, saj omogočajo širše doseganje občinstva in povezovanje z oboževalci.
Keywords:	kulturne in kreativne industrije, lastništvo umetniških del, osebna blagovna znamka, marketinške kampanje, Taylor Swift
Place of publishing:	Maribor
Place of performance:	Maribor
Publisher:	[K. Čarni]
Year of publishing:	2026
Number of pages:	1 spletni vir (1 datoteka PDF (VIII, 37 str.))
PID:	20.500.12556/DKUM-98780
UDC:	658.8:78.071(043.2)
COBISS.SI-ID:	289227011
Publication date in DKUM:	18.08.2026
Views:	426
Downloads:	49
Metadata:
Categories:	KTFMB - FERI
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Licences

License:	CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International

Link:	http://creativecommons.org/licenses/by-nc/4.0/
Description:	A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.
Licensing start date:	07.07.2026

Secondary language

Language:	English
Title:	Media image, ownership, and marketing campaigns in the music industry: the case of Taylor Swift : the case of Taylor Swift
Abstract:	In the theoretical section, we presented the cultural and creative industries and the importance of ownership of artistic works and personal branding. Ownership is important for artists in the music industry, as is personal branding, which influences an artist’s recognition and success. We emphasized the role of digital media for promotional purposes and the role of the audience. In the empirical section, we examined the case of musician Taylor Swift. We compared the marketing campaigns for two of her albums. We found that gaining ownership of her creative works significantly contributed to her growth as an independent artist. The differences and similarities between the marketing campaigns highlighted the crucial importance of digital media in the music industry, as they enable broader audience reach and connection with fans.
Keywords:	cultural and creative industries, ownership of artistic works, personal branding, marketing campaigns, Taylor Swift

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