Online Marketing Promotion of Tagore Songs with the Context of Music Industry Value Chain and E-Commerce - A Study
Journal Title: International Journal of Business and Management Invention - Year 2019, Vol 8, Issue 1
Abstract
This is a globalised era where we are enriched by booming IT sector and involved in digital economy system. The adaptation of E-Commerce and social media and network is bringing about a major changes in the way of conducting business to sustain in the global market. Tagore songs is popularly known as Rabindrasangeet in our Bengali society. If we consider Tagore songs a as particular music industry at present, then we can see that this song will create a independent entity with major prospect. There has been sufficient marketisation of Tagore Songs of immense diversity via different kind of different marketing tools and marketing communication channels i.e advertisement, brand promotion in E-media or social media , digital marketing etc. which is also contributing in the revenue of our country. Apart from modern education system, from young artist or performer to young students of music and scholars , most are trying to take Tagore songs as a career oriented subject for their future sources of income and employment in different path. The rapid spread in the popularity of the Tagore songs has also become an employment tools for the young prospective artists as singers , lecturers and varied other positions in the universities. The cultural programmes organized in various parts of the country both nationally and internationally are attracting audiences which is also adding to our economy. In the present globalised era the E-commerce industry is experiencing high growth rate in terms of goods and services for both developed and developing markets where music industry has been developed by digital and online marketing. It has been observed that the information of all types of music CD’s and DVD’s are readily available in the internet driven E-commerce in different online shopping apps like Amazon, Flipkart which is helping in the further globalization. So in this article, the impact of E-commerce how to promote Tagore songs digitally as a part of Indian Music Industry value chain is analyzed. Further development of a proper value chain model and process for expansion of Rabindrasangeet can be developed in connection with E-commerce on the Indian Music Industry and to show the relation of E-commerce and Indian Music Industry for a sustainable growth in the global market has been studied properly. Besides this the various strategic ways by which the roots of Tagore Songs can be further expanded will be discussed in the later part of the article.
Authors and Affiliations
Kaustav Karmakar
Keywords
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