Internationalisation plan of a song to the German Music Market

Abstract

In today's world, it is believed that globalisation has had a significant impact on the field of international relations. One of the most affected industries has been the entertainment field due to the development of the internet. This paper will analyse the music sector through the phenomenons of globalisation and technological evolution. As the author Wilfred Dolfsma states, “consumers of music are becoming less dependent on music magazines, radio and television programs, and live performances to learn about recent developments in music"1 This is because of the substantial increase and presence of digital products and the changes in consumer#s behaviours. Different actors inside this industry have been affected due to these shifts, and in this project, we will focus on the modifications new artists have experienced in the past decades.

Therefore, this study proposes a strategy to analyse if the upcoming single from the artist Sira would benefit from the internationalisation plan to the German market. It is crucial to differentiate in this project the artist Sira mentioned throughout this paper from the author of this study, who will analyse and develop the internationalisation plan from an objective perspective. In this project, there will be market research to assess the potential of the German market, and it will take into account the main challenges of this process and its outcomes.

On the other hand, with several marketing and analytical research methods, the design of the song's internationalisation plan will be viable. Nevertheless, it is relevant to state that this is 2 an international relations applied-project and will not analyse the costs in depth because it is not focused on the business field. Also, constant market research is necessary for further proposals.