Samenvatting

The aim of this dissertation is to provide insights into the long-term trends of online communities and examine its future potential for record labels to promote music and ways to bring in revenues. The policy question is ‘In which ways can record labels use the trends in online communities to adapt their marketing communication to the changing patterns of music consumption?’
Through desk research, 2 international consumer focus groups and expert interviews it became apparent that online communities could become an effective integrated music platform to connect music consumers, artists and record labels if embraced properly. Marketing and promotion via online communities are vital for record labels to strategically generate viral buzz and provide content to connect with music consumers. The trend is moving towards growing users, greater participation, more user-generated content and mobile online communities.