디지털 음악 시대에서의 물리적 음반: 메이저 제작사의 경쟁 전략 탐색

초록

As focused on physical music records, which is a form of traditional musical product, this study explores the key factors of major music productions’ competitive strategies in response to today"s digital-centered music industry environment. Despite the rapid growth of the digital music market today, the domestic music industry is in a crisis where the profit related to digital music contents is greatly reduced. On the other hand, the traditional physical music records market, which has been regarded as already collapsed, still continues to grow, occupying a portion of the entire music industry revenues. Accordingly, this study suggests that it is necessary to understand the strategies of music producers over various business areas other than digital music products in order to understand the changes in the structure of the music industry in Korea. In order to overcome the profitability limitations of the domestic music industry centered on digital music, major music productions of Korea are pursuing various revenue sources by building a star management business model that includes non-musical activities centered on idol stars through fandom. In this regard, physical music record is now not ‘a listening music product’ but ‘a non - musical cultural product’ owned by fandom. Through the empirical analysis using the Gaon chart, one of the most popular music charts of Korea, this study confirmed the significant influence of the major music productions in the success of the physical records. In addition, it was statistically verified that the strong fandom building is the core factor of the competitive strategy pursued by major music productions.

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