Mūzikas un reklāmas mijiedarbības iespējamie veidi. Latvijas mūzikas industrijas gadījums

Today’s music industry has seen changes in every aspect, from the music creators to the creative industries built up around the industry. Musicians must be able to adapt to the trends of the labour market. Instead of concerts that helped popularise records, as was done starting at the end of the 60s of the 20th century until the 21st century, now social networks, advertising, merchandising and streaming platforms are working to transform listeners into concertgoers as well. In order to understand the forms of activity of musicians and their importance in their career, as part of the 2023 study “Transformation of the Music Industry and Contemporary Development of Musicians’ Career Models in Latvia”, which was presented at the international conference “Crossroads of Culture” (Kultūras krustpunkti XVII, 2023), a survey was conducted. With the obtained data, it would be possible to create an idea about the tools used in building the career of Latvian musicians and the motivation to use and learn specific tools. It was found that the members of the Latvian music industry also indicate advertising cooperation with various companies and brands as one of the essential sources of income. The report looks at and analyses, using a case study, possible types of interaction between advertising and music with a more or less recognisable purpose of influence. In the field of music, the most common desired results would be the creation of prestige in society, the promotion of new artists and their works, the education of the public, and the information obtained about the reaction of consumers. The co-creation of music and advertising today forms a complex system of interaction in which artistic values and commercial goals must be aligned to complement each other, creating a new multi-layered communication.