2. Outline
❏ Brief Introduction of Sony Music
❏ 4 Significant Trends in Music Industry
❏ 2 Successful Examples
❏ 1 Failed Case
❏ Conclusion
3. Sony Music Entertainment
❏ Headquarters, in New York City
❏ The world’s second-largest record company
❏ The world’s three major record companies of One.
7. Online Marketing
Reasons
❏ The Internet is widely used by people
❏ Different Social Media and channels
❏ Low or even No Cost
Effects
❏ Brings out “Real Reactions” of celebrities
❏ Shorten the distance between the celebrities and the general
❏ Things can easily go viral through the internet
8. Visual Theme
Reasons
❏ Affected by K-pop(emphesises on visual
effects)
❏ People rely on Visual Effects more than before
Effects
❏ The Design of Albums, Makeups, Clothing, MV
Focuses on Certain Themes
9. Artist Brand Management
Reasons
❏ Artists need to develop different aspects to expand their career
❏ Artists need to build up thier Commercial Images
Effects
❏ Celebrities Expose Themselves to the Public
❏ Personality becomes a big Attraction
10. Content Innovation
Reasons
❏ Exchange between Different Cultures
❏ Composers are Free to Express Their Voice
Effects
❏ New Materials for Music Arrangement(編曲)
❏ More Concerns about Social Issues and Personal Inner
Thoughts
14. Online Marketing
❏ People’s Change of Entertainment
Collaborate with Youtubers
Selling albums and interaction with fans Live Broadcast
❏ Creating Trend
Instagram (tag), Tik Tok( 抖音)
photo special effect
15. Content Innovation
❏ Music
EdM, Hip Hop, Mumble Rap
❏ Society issue
Online Haters, Be Yourself, Be Real
❏ Cultural Reference
Night Market, Taiwanese Language (1:53)
16. Artist Brand Management
❏ Sidelines
Clothes, Fashion Accesories . . .
❏ Whole control of producing precedure
25. ● Her most famous song: Love
You (愛你)
● She was born and raised in
Australia
● She has an incredibly wide
vocal rage.
○ Good at belting high notes
Failed Case
26. ● Sony Music debuted her as an idol singer in 2012.
○ 全民寶貝 (Sweetheart of the nation)
■ Her private life contradicted with her public image
■ Netizens started to call her fake.
■ She became the target of paparazzis and tabloid
newspapers.
■ Her powerful voice range and unique singing
techniques were forced to take a back seat, with
all the gossips surrounded her.
Failed Case
28. ● Sony Music debuted her as an idol singer in 2012.
○During 2012, K-pop had already won a lot of hearts
of the teenagers in Taiwan with excellent
choreography, perfect styling and Music videos of
high quality.
Failed Case
31. 1. The internet provides more platforms for artists to interact with fans.
2. The distance between singers and their fans is decreased.
3. Artist branding focuses on personalization and authenticity.
4. With the successful strategies the company applied to,
● made the music career of Jolin Tsai and Nickthereal to a higher threshold.
● one of the most influential record labels in Taiwan, with 9 nominations in
2019’s GMA.
Conclusion
