Music Industry and Arab Culture in Berlin : What Role Do Marketing Strategies Play in Promoting Arab Culture in the Music Industry in Berlin?
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2023
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AI-GENERATED ABSTRACT: Abstract: Role of marketing strategies in promoting Arab culture in the music industry in berlin By Jana Sayed Ahmad This thesis examines the role, importance and influence of various existing marketing strategies applied to promote Arab culture within the music industry in Berlinches This research put the focus on the use of digital media, particularly a strong social media presence and the organisation of Arab-themed events, that create a remarkable community engagement and involves musicians and other individuals active in the Berlin music scene. The dominant strategy observed involved the use of Instagram. It allowed musicians to easily communicate their work, enhancing Arab Music visibility and accessibility for a wider audience. Finally, what was found in this study is the identifiation of an exsisting gap regarding the communication of released content by artists direcly involved in producing or working with Arab Music in the Berlin music scene. Therefore, this research emphasis the need to put more focus on the marketing efforts, as it remains a main factor in widening the audience circle and creating more recognition for any kind of music and particularly Arab music in Berlin, which will eventually lead to a significant impact and achieve better outcomes. Keywords: Marketing strategies, Social media, Arab Music, Berlin music scene