Abstract
Indie music has a rich, but recent history. It’s quickly become the most popular genre of music and is still growing every day. The influence of major record labels taking advantage of artists, on top of the growth of the ability to DIY music production gives Indie even more of an edge over other genres. For local and state officials, the Indie music genre and its explosive growth could be used to help develop their regions. By investing in a hub for not just the Indie music scene, but live entertainment and local spending, significant economic and social growth can be realized. Lexington, Kentucky is in prime position to do this, and based on the marketing research done, a full marketing plan and portfolio has been developed and accompanies this thesis.
Semester/Year of Award
Spring 2020
Mentor
Kristin B. Wilson
Mentor Department Affiliation
Management, Marketing, and International Business
Access Options
Restricted Access Thesis
Document Type
Bachelor Thesis
Degree Name
Honors Scholars
Degree Level
Bachelor's
Department
Business
Department Name when Degree Awarded
Management, Marketing, and International Business
Presentation
https://web.microsoftstream.com/video/881d2a76-d841-4d95-bb4f-5f99bfc3410f
Recommended Citation
Heite, Randall, "Bringing the Indie Music Scene to Lexington, KY: A Marketing Research Plan" (2020). Honors Theses. 735.
https://encompass.eku.edu/honors_theses/735
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