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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kujanen, P\u00e4ivi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-09-06T06:21:06Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-09-06T06:21:06Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88886", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Liiketoiminta musiikin ymp\u00e4rill\u00e4, suurelta osin digitaalisen vallankumouksen my\u00f6t\u00e4, on viimeisten vuosikymmenten aikana kokenut radikaalin muutoksen. T\u00e4m\u00e4 \u201dvuosisadan suurin muutos\u201d on mullistanut musiikin kuuntelun, tuottamisen, jakelun ja sen arvioimisen. Muutokset ovat avanneet uusia mahdollisuuksia monille itsen\u00e4isille artisteille ja levy-yhti\u00f6ille tehden ne v\u00e4hemm\u00e4n riippuvaisiksi perinteisist\u00e4 levy-yhti\u00f6ist\u00e4, sek\u00e4 vapaampia jakelemaan musiikkiaan suoraan itse suoratoistopalveluiden ja sosiaalisen median kautta. K\u00e4\u00e4nt\u00f6puolena artistien on t\u00e4ytynyt oppia br\u00e4nd\u00e4\u00e4m\u00e4\u00e4n itse\u00e4\u00e4n ilman suurten levy-yhti\u00f6iden tukea. Itsens\u00e4 br\u00e4nd\u00e4\u00e4minen erityisesti sosiaalisessa mediassa on kasvava trendi niin musiikkialalla kuin laajemminkin. YouTube on yksi henkil\u00f6br\u00e4nd\u00e4yksen johtavista alustoista, joka maailman suurimmaksi videoalustaksi kasvaneena on auttanut muusikkoja luomaan menestyksekk\u00e4it\u00e4 uria musiikin parissa. \nT\u00e4m\u00e4 tutkimus pyrkii selvitt\u00e4m\u00e4\u00e4n, kuinka menestyneet YouTube-muusikot luovat, perustavat ja yll\u00e4pit\u00e4v\u00e4t henkil\u00f6kohtaisia br\u00e4ndej\u00e4\u00e4n. Tutkimuksen pyrittiin selvitt\u00e4m\u00e4\u00e4n, miten toiset YouTube-muusikot ovat onnistuneet luomaan itselleen suuria yleis\u00f6j\u00e4. Tutkimus on tarpeen sen vuoksi, ett\u00e4 aiempi sosiaalisen median tutkimus henkil\u00f6br\u00e4nd\u00e4yksest\u00e4 on keskittynyt br\u00e4nd\u00e4ykseen sosiaalisessa mediassa yleens\u00e4, eik\u00e4 niink\u00e4\u00e4n kartoittamaan asiaa artistien n\u00e4k\u00f6kulmasta. T\u00e4h\u00e4n tutkimukseen, joka toteutettiin kvalitatiivisena sis\u00e4ll\u00f6n analyysin\u00e4 ja jonka tulokulmaksi valittiin ohjattu sis\u00e4ll\u00f6n analyysi, valittiin nelj\u00e4 menestynytt\u00e4 YouTube-muusikkoa / yhtyett\u00e4. Koodausk\u00e4sikirja luotiin p\u00e4\u00e4osin Khedherin (2015) tutkimuksen pohjalta. \nTutkimuksen p\u00e4\u00e4l\u00f6yd\u00f6kset osoittavat, ett\u00e4 valittujen nelj\u00e4n tubettajan henkil\u00f6kohtainen br\u00e4nd\u00e4ysprosessi noudattelee jokseenkin aikaisemmassa teoriassa havaittuja askeleita. Tutkimuksen kenties t\u00e4rkein l\u00f6yd\u00f6s oli se, ett\u00e4 kaikkien nelj\u00e4n toimijan suosituimmat videot tuntuivat noudattavan samanlaista muotoa, joka oli kunkin videoille ominaista. Toimijat olivat luoneet \u201dmuodon\u201d, jota seuraamalla ja toistamalla he saattoivat luoda videoita, jotka ker\u00e4siv\u00e4t suuria katselukertoja. Tutkimustulokset olivat kiinnostavia, mutta tutkimusjoukon pienuuden vuoksi tulokset eiv\u00e4t ole yleistett\u00e4vi\u00e4, joskin ne voinevat toimia seuraavien tutkimusten ja k\u00e4yt\u00e4nteiden ohjaajina.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The music business has undergone a radical change in the past decade, mainly due to the digital revolution. This \u201cextreme metamorphosis in the past century\u201d has changed the way music is heard, produced, distributed, and reviewed. The radical changes in the music business have opened new possibilities for many independent artists and labels, making them less dependent on the traditional record labels and free to distribute their music directly through the Internet and social media platforms. Still, to be able to succeed in the changed landscape the artists now need to be able to brand themselves without the support of the major record label leading to the need for personal branding skills. Branding oneself especially on social media has been a trend growing in a fast pace not just in the scene of music but overall. One of the leading platforms of personal branding, YouTube, has grown to become the biggest online video platform worldwide, and helping musicians create very successful careers in music. \nThis study focuses on finding answers how the successful YouTube-musicians are branding themselves and have been able to create themselves such large audiences. While there are studies focusing on successful personal branding on social media, there seems to be a research gap of how musicians are successfully branding themselves on social media and especially on YouTube. Four YouTubers were chosen for this research as study objects and the empirical part of this study was conducted as a qualitative content analysis (QCA), directed content analysis as the approach to the QCA. A coding manual was created, mainly based on Khedher\u2019s (2015) study on personal branding process.\nThe main findings of this study reveal that the personal branding process for the YouTubers selected was partially aligned with the previous theory. The most important discovery was that all the four YouTubers seemed to follow a similar pattern unique to them in their most viewed videos. They seemed to have created \u201ca format\u201d and by following it, they were creating videos that were gaining views. The results were interesting but because of the rather limited sampling size the results cannot be generalized but can probably act just mere guidelines to further studies and practices.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-09-06T06:21:06Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-09-06T06:21:06Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "88", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "personal branding process", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Youtube musicians", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "24 strings bass solo : following the footsteps of successful YouTube-musicians in creating and building personal brands of YouTube", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202309064919", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "henkil\u00f6br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "YouTube", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikki", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikkimarkkinat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "muusikot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikkiteollisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikkiala", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personal branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "YouTube", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "music", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "music market", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musicians", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "music industry", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "music trade", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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