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How Spotify's Marketing Strategies Encourage Listeners to Stream R&B and Hip-Hop Music
JARVIS, Kennedy
JARVIS, Kennedy
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2018
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3358_kennedy.jarvis.pdf
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Throughout the years, music has been distributed in a multitude of ways. Currently, the most popular form of music distribution is streaming. With the dramatic way music distribution has focused on streaming, it is important to find out what is working and what is not working in streaming today to better understand and enhance the listening experience for music lovers across the globe. R&B and hip-hop have been making a resurgence since the 1990s and early 2000s and it is important to find out why people are coming to Spotify to listen to these genres and why artists are streaming their music on this platform. This paper will explore the history of how music has been distributed, and the history of streaming platforms, Spotify specifically.
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