MODEL VREDNOTENJA SPLETNIH PLATFORM ZA PROMOCIJO GLASBENEGA IZVAJALCA - Mohorič, Renata (2011)
Z vstopom v informacijsko dobo se je močno spremenil način delovanja glasbene industrije. Ker je glasba v obliki mp3-jev in drugih digitalnih zapisov postala brezplačno dostopna širši javnosti, se je njena prodaja v zadnjih desetih letih močno zmanjšala, kar je že nakazovalo na zaton glasbene industrije. Kljub temu, da je večina velikih založb glasbi in izvajalcem napovedovala črno prihodnost, pa se je v resnici zgodilo ravno nasprotno. Medtem ko je bila v preteklosti promocija glasbenih izvajalcev odvisna predvsem od glasbenih managerjev, založnikov in založb, ki so zastopali le ozek krog predvsem znanih izvajalcev, se je to z razmahom interneta močno spremenilo. Izvajalci so s pomočjo interneta in spletnih platform za posredno komuniciranje, sami začeli skrbeti za promocijo, poleg tega pa so jim nova orodja omogočila, da je njihova glasba prešla meje lokalne skupnosti ali države in dosegla poslušalce po celem svetu. Danes imamo na voljo veliko različnih spletnih platform, ki jih glasbeniki lahko uporabijo za promocijo svojih del. Te v primerjavi s tradicionalnimi načini promocije omogočajo bolj neposreden pristop z možnostjo prilagoditve promocijskih strategij svojim potrebam in pričakovanjem oboževalcev. S svojo usmerjenostjo k poslušalcem se te moderne metode promocije pogosto izkažejo kot učinkovitejše. Kljub številnim prednostim, ki jih prinašajo, pa so te nove metode ustvarile tudi nove probleme, s katerimi se glasbeni izvajalci srečujejo. Zaradi velike izbire spletnih platform je izvajalcu namreč težko izbrati tako, ki bi mu na eni strani zagotavljala uspešno promocijo, na drugi strani pa bi bila dovolj enostavna za uporabo in ne bi terjala preveč energije in časa, ki bi ju izvajalec sicer lahko namenil ustvarjanju in ostalim kreativnim elementom svojega dela. Problema izbire ustrezne platforme smo se lotili s pomočjo izgradnje modela odločanja, s katerim je v diplomski nalogi predstavljen postopek vrednotenja spletnih platform uporabnih za promocijo glasbenih izvajalcev. S pomočjo predstavljenega modela naj bi bila izbira platforme za glasbenega izvajalca in njegovo promocijo veliko bolj premišljena, enostavna in prilagojena njegovim željam ter potrebam. Nowadays it is quite obvious that the step into the digital era dramatically changed the way the music business operates. Due to the easy access to the free music in form of mp3s and other digital formats, earnings from album sales dramatically decreased during the last ten years, which almost caused the decline of the music industry. But while major record labels predicted even worse conditions for the near future, just the opposite occurred. While for the past century the promotion of music artists relied heavily upon music managers, publishers and labels, which covered and supported only the most established and well known artists, this changed with the emergence of web-based platforms for indirect communications and social networks. These brought new opportunities for the artists to be independent with their promotion and new possibilities for them, to present their music to be heard globally. There are many different instruments available for the artists today for their independent self-promotion and promotion of their work. These modern ways are known to be much more effective to the traditional ways of promotion, because they offer the customer based approach, which enables the artist to adopt their advertising strategies to their own needs and expectations of their fans. However despite these advantages, the increase of internet activity also brought many difficulties to the table. Due to the many choices of different web-based platforms, it is usually a pretty demanding task for the artist to pick the one, that would turn out to be the most successful with his promotion, but on the other hand be user-friendly enough and not too time consuming, to allow him to retain enough time and energy for the creative side of his work. In this work we try to solve this problem with assistance of decision-making model, which represents evaluation procedure of web-based platforms that are applicable for a promotion of music artist. With the use of representative multi-criteria model, decision making on a suitable platform for artist’s promotion should be much simpler, well weighted and adjusted to his actual needs.