Glocalisierung & Co. - Create Local, Sell Weltweit: Wie klappt das?
Erst Manhattan, dann Berlin und andere Erfolgsgeschichten
RememberHow and how well can music from Germany/Austria/Switzerland be marketed internationally?
Thanks to streaming, social media, etc., there is increasing globalisation of the music market on the one hand, and on the other hand, analysable charts and overviews of what works where.
For several years now, trends are showing that non-Anglo-American music, e.g. music with Spanish lyrics, Afro Pop or K-pop, is gaining ground worldwide.
German-language music is probably still not a global hit, but the perspective for music makers from Germany has long since changed, and they no longer look only at the market on their own doorstep.
What does this mean in practice for A&R, marketing, tour planning and management, how do artists deal with this?
