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Abstract(s)
Mais do que um subgénero musical, o Heavy Metal é visto como uma cultura, com incontáveis seguidores espalhados um pouco por todo o mundo, cujo clímax acontece em concertos e festivais, onde as bandas expõem a sua arte ao público. Existe nesta cultura um carinho especial pelo Underground, onde pequenas promotoras de eventos dão espaço a bandas de garagem que partilham a sua música perante um público tradicionalmente reduzido, muito devido à falta de verbas direcionadas ao apoio da arte e cultura, e de recursos financeiros das próprias promotoras. De forma a inverter esta tendência, torna-se essencial encontrar um veículo de informação de custos reduzidos e fácil utilização, que poderá ser utilizado pelos profissionais de marketing em conjunto com os conceitos de marketing cultural e marketing de eventos para comunicar eficazmente com o público-alvo. A internet surge aqui para colmatar essa necessidade, através do diverso conjunto de ferramentas gratuitas que oferece. Para além do auxílio a dados primários relativos aos conceitos referidos, foram entrevistadas algumas destas promotoras, para se perceber o que tem sido feito nesta área, bem como inquirido o público-alvo, no sentido de se averiguar a melhor forma de suscitar a sua adesão aos eventos.
More than a musical sub-genre, heavy metal is seen as a culture, with countless followers spread all over the world, whose climax happens at concerts and festivals where bands expose their art to the public. There is in this culture a special affection for the Underground, where small event promoters give place to garage bands share their music in front a traditionally small audience, much due to the lack of funds directed to support art and culture, and small financial resources of promoters itself. In order to reverse this trend, it is essential find a vehicle of information with reduced costs and ease of usage, which can be used by marketers in conjunction with the concepts of cultural marketing and event marketing to communicate effectively with the public-target. The internet comes here to address this need through the diverse set of free tools which offers. Beyond the aid of primary data related to the concepts mentioned, some of these promoters were interviewed, to realize what has been done in this area, and the audience was inquired, in order to ascertain the best way to raise their adherence to the events.
More than a musical sub-genre, heavy metal is seen as a culture, with countless followers spread all over the world, whose climax happens at concerts and festivals where bands expose their art to the public. There is in this culture a special affection for the Underground, where small event promoters give place to garage bands share their music in front a traditionally small audience, much due to the lack of funds directed to support art and culture, and small financial resources of promoters itself. In order to reverse this trend, it is essential find a vehicle of information with reduced costs and ease of usage, which can be used by marketers in conjunction with the concepts of cultural marketing and event marketing to communicate effectively with the public-target. The internet comes here to address this need through the diverse set of free tools which offers. Beyond the aid of primary data related to the concepts mentioned, some of these promoters were interviewed, to realize what has been done in this area, and the audience was inquired, in order to ascertain the best way to raise their adherence to the events.
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Keywords
Festivais de Música Heavy Metal Marketing Cultural Marketing de Eventos Metal Underground Web Marketing