Study On The Communication Channel And Effect Of Chinese Indie Music Brand

Since1986, the Chinese rock star Cui Jian Sang in Beijing Workers’Gymnasium, the Chinese indie music industry has embarked on a difficult path of exploration. Despite the Chinese indie music industry achieved embryonic development by the rise of internet, but now there still lacks an indie music brand with international competitiveness, and also rare in the field of scientific research to explore its communicate channel and effect, and providing practical advice and guidance for Chinese indie music brand and related cultural management.November8,2013, the first Chinese music industry conference held in Beijing. The conference focus on how to promote the music culture industry, which is seen as the indie music is a major driving force of Chinese music culture industry, and to create an indie music brand with high visibility, high reputation, highly competitive becomes orientation of China’s indie music culture industry.In contrast, although there are many indie music brand emerge every year, but just the Modern Sky is well known. And after the author’s survey found that although Modern Sky has established a high reputation in China, but it’s difficult to form an overall competitive strength in the international, and it’s still remains to be rising the terms of reputation.The author reviews the history of indie music and the Chinese indie music brand; Summarize the communicate characteristics of the Chinese indie music brand; Analyze the various elements in the brand promotion of the Chinese largest indie music brand Modern Sky; The author study three different communicate channel how to impact on the Chinese indie music brand propagation effects, including the print media, new media as well as live which is the unique communicate channel of musical brand. Experiments show that:Firstly, the new media is a major channel that indie music brand close to the audience, and it’s play and important role to enhance the brand awareness of indie music brand; Secondly, to carry out indie music brand promotion by the traditional has more accessible audience attention and good will; Thirdly, live plays a critical role in changing attitudes audience. The author introduce the brand life cycle theory to this study, and divided the indie music brand into infancy, start-up, growth, maturity and decline in five stages, combined with the experimental findings and the situation of the Chinese indie music industry, and proposed communicate optimization strategy and recommendations to different development stages of Chinese indie music brand in order to promote Chinese indie music industry.The study has three core conclusions:Firstly, Chinese indie music brand need to strengthen the science brand awareness; Secondly, Chinese indie music brand needs to create scientific communicate system; Thirdly, Chinese indie music brand needs establish evaluation mechanisms of communicate effect.