International Marketing Report: Strategies for Australian Music

This comprehensive report delves into the international marketing landscape for Australian music, examining the promotion strategies employed to penetrate global markets. It begins with an introduction to the case study and the critical issues surrounding the international expansion of Australian music. The report then conducts a thorough environmental analysis, evaluating promotion strategies, the impact of political, social, economic, and technological trends, and major obstacles faced by Australian artists. The analysis includes strategies for both standardization and customization. The report then recommends specific overseas markets for an Australian band or artist, justifying the selection, and develops a strategic marketing mix based on the chosen market. The report considers relevant international marketing issues, and concludes with key findings and recommendations for success. The report emphasizes the need to understand and adapt to the changing dynamics of the international music industry to achieve sustained growth and revenue generation.

Running head: INTERNATIONAL MARKETING
International marketing
Name of student
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Table of Contents
1. Introduction.........................................................................................................................3
2. Environmental analysis.......................................................................................................3
2.1 Promotion strategies for Australian music in international markets................................3
2.2 Impact of recent political, social, economic and technological trends on the promotion
of Australian music in international markets..........................................................................5
2.3 Major obstacles to persuasive promotion strategies by contemporary Australian music
artists entering international markets......................................................................................6
3.0 Strategic orientation.............................................................................................................7
3.1 Specific overseas market..................................................................................................7
3.2 strategic marketing mix (consider 4 P's) based on the international market....................8
4.0 Key findings.......................................................................................................................10
Conclusion................................................................................................................................10
References................................................................................................................................11

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1. Introduction
From the case study, it is understood that the report is prepared to discuss about the
Australian music breaking into the international market to ensure successful global business
management and enhanced revenue generation. One of the most important things that can be
understood from the context is that the persuasive promotion strategies have often been
associated with the entry into the international markets to draw in more music lovers and
ensure the Australian music to make a mark in the global marketplace. Based on evidences, it
has been found that the domestic market for sales of contemporary music in Australia is just
two percent of the entire sales of music in Australia and thus there is need to enter the global
markets and increase both domestic as well as global sales of music (Czinkota & Ronkainen,
2013). Considering the promotional strategies adopted by the Australian music to enter the
foreign markets, there are multiple issues and challenges faced by silverchair and Human
Nature such as the securing of international record deals, highly competitive international
marketplace, poor positioning caused due to change in musical direction from time to time.
The needs and preferences of the musicians and music artists vary and also, the fans’
behaviours constantly change from time to time, which creates difficulty for the Australian
contemporary music to enter the global markets and maintaining consistency (Papadopoulos
& Heslop, 2014). Another major issue associated with the entering into global markets is the
huge funding or investments that are required and this has been very limited, as seen from the
case study. The report will present an analysis of the various environmental factors related to
the Australian music’s effort to enter the foreign markets while few measures shall be
recommended for ensuring that the Australian music grow and become popular all over the
world (Paliwoda & Thomas, 2013).

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2. Environmental analysis
The environmental analysis is done for evaluating the promotion strategies along with the
impact of various factors and trends on the promotions of Australian music to enter the
international markets. The issues associated with the persuasive promotion have already been
identified and thus probable strategies will be integrated into the business goals, thus, aim to
enter the foreign markets and ensure smooth business functioning and revenue generation as
well (Ford & Leonidou, 2013).
2.1 Promotion strategies for Australian music in international markets
Few of the examples of Australian music being promoted in the foreign markets has
been possible with the help of conventions, conferences and expositions such as the Winter
Music Conference in Miami, Florida and South by South West music and media conference,
Austin, Texas. The management of these conventions have been possible with the help of
persuasive promotion strategies by the musicians and bands of Australia to enter the
international markets and strengthen the fan base, thus increase the popularity of Australian
music all over (Akaka, Vargo & Lusch, 2013). Considering the case study, silverchair, a rock
and roll Australian music band and Human Nature, also found to be associated with the pop
genre music, both, have implemented various strategies for promotion of music all over. The
music played on radio in US along with the use of heavy video clips, broadcast on MTV and
live performance tours have promoted the Australian music in both Europe and United States.
The TV shows and Saturday Night Live on NBC channel also facilitated the promotional
activities (Majaro, 2013). There has been formation of new record deals for silverchair and
signing with Eleven under the EMI banner further contributed to the development and
strengthening of smaller bands in Australia to make a mark in the foreign marketplace.

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On the other hand, Human Nature, the band focusing more on the pop genre music
production, conducted European music tours, which comprised of more than 50 shows and
thus helped in targeting the right audiences all over the international marketplace. The record
deal with Sony Music Australia further helped in introducing three new albums, which
allowed the band to gain popularity while the promotions via TV and radio broadcast helped
in making the Australian music secure a good place in the foreign market, especially in
United Kingdom and United States of America (Morschett, Schramm-Klein & Zentes, 2015).
The advertisements and promotions for the rock concerts arranged also helped in creating
international exposure and enabled Human Band to create frenzy among the music lovers and
fans of Australian music worldwide. Working in partnership with TV shows such as
‘Neighbours’, where a song was performed by Human Nature while the Australian national
anthem by the pop band during the Sydney Olympic games also resulted in enhancing the
exposure in the foreign market and creating influence on the music lovers and fans of
Australian music too (Cavusgil et al., 2014).
One of the major aspect of making an entry into the foreign markets is to involve the
existing fan base through creation of new ones and also maintaining identity as an artist
properly. St the present era, the Australian music has involved the social media platforms,
email campaigns and used various blogs and forums to attract new fans and retain the
existing fan base too (Demangeot, Broderick & Craig, 2015).
Nowadays, with the advent of new technologies, there have been enough scopes and
opportunities for implementing social media marketing to reach fans easily and at the same
time, make an extended reach into the global markets within the music industry with ease and
efficiency. For example, the Australian music bands have engaged social media platforms to
gain information and data about the fans considering their involvement with the music blogs,

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record labels and accounts of people, which has often facilitated extended reach to the wider
groups of audiences and ensured targeting the right market segments too with much ease and
effectiveness (Skarmeas, Zeriti & Baltas, 2016). The paid advertisements on the social
networking websites have further been facilitated with the use of hash tags and posts, which
has also improved the exposure to audiences without any notable cost associated with the
promotion strategies.
It has also been found that the global adaptation and standardisation of music have
facilitated reaching to similar kinds of dynamics and thus allowed the people of foreign
markets to adapt the Australian music and culture once it sound favourable and melodious for
them. The Australian music included silverchair’s single songs and album, which favoured
the brand exposure while Human Nature’s pop music is somewhat different to normal pop
music nowadays and have some hints of classic songs produced by Westlife, Backstreet boys,
Hanson (De Mooij, 2015). This kind of music should be easily differentiable by people from
other music types, furthermore allow them to slowly adapt to the Australian pop culture and
music, which could further enhance the popularity of the Australian music and ensure
successful positioning within music genre, thereby, gain sustenance in the international
marketplace too (Samiee, Chabowski & Hult, 2015).
2.2 Impact of recent political, social, economic and technological trends on the
promotion of Australian music in international markets
Political trends
The political condition of the country where Australian wants to make an entry into
the market needs to be assessed to look for any political conflicts and corruption, furthermore
ensure the people’s behaviours regarding their love for different music genres in Australia.
The Australian Council and other federal Government authorities have promoted the

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Australian music industry to survive in the foreign marketplace while at the same time,
facilitated the use of Information and communications technology along with support
provided to enhance trade promotions (Forsgren & Johanson, 2014). The Department of
Foreign Affairs and Trade along with the involvement of Australian Trade Commission
further contributed to the management of strategic international artistic and music events and
even allowing for market development activities by the musicians in Australia. With the
Government support, the Australian music has been able to make a mark in the international
markets supported through management of international touring and showcasing talents and
even improving the networks for distribution of music by the music composers and song
writers from Australia (Gibson & Connell, 2016). To adjust with the political conditions in
the foreign marketplace, the Australian music industry cold also support the non-profit
organisations and charities to facilitate the development of international market and at the
same time, contribute to the wealth of the community, furthermore cerate convenience for the
people in Australia to succeed in terms of both export activities and international business
expansion too (Fletcher & Crawford, 2013).
Social trends
From various evidences, it has been found that the distributable royalty income has
increased for the past few months, which created enough scopes and opportunities for
managing the mechanical rights and ensure successful streaming of services for gaining more
subscribers to the music websites, furthermore ensure strengthening the revenue structure
while entering the foreign marketplace. The positive social trend could also be the great
growth in local and global revenue structure, which has allowed the Australian music
industry to gain growth over 70 percent in terms of foreign royalty earnings (Tschmuck et al.,
2013). The demographic factors as well as the focus on online marketing by YouTube has

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also contributed to the management of entry into the foreign market, which has helped in
creating a platform where different genres of music could be available for different age
groups based on their preferences. To remain socialised and connect with more music lovers,
the Australian music has also introduced music apps for enabling the people embrace music
streaming conveniently.
Economic trends
The economic trends include demands for music streaming, which has been the norm
and thus it can create ease for silverchair and Human Nature to partner with Spotify and other
music streaming service providers to allow consumers freely access the songs. There are also
subscription options, which can allow customers to access music of high quality and other
features without any ads. Based on the demands and preferences of music lovers in the
foreign marketplace, the Australian music industry could also manage licensing for the use of
music composed, in the advertisements and for promotions, which could also be a major
source of revenue for the music composers and producers (Kern & Tague, 2017). This should
allow the music industry in Australia to make a mark in the foreign marketplace, furthermore
generate higher revenue and contribute to the economic growth of the nation too.
Technological trends
With the advancement in technologies, the music companies and bands like
silverchair and Human Nature from Australia have managed to conduct social media
marketing techniques to reach more audiences. The sales of merchandises on the company
websites could also promote the business and allow for flourishment while on the other hand,
the involvement of music channels like VH1, MTV, etc. also contributed to the acquiring of
royalty benefits for the music content played on radio and music channels (Gamble &
Gilmore, 2013). The use of Spotify helped in music streaming online, which can be accessed

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by people all over, thus, allow the Australian music industry to attract both local as well as
foreign audiences with much ease and efficiency. This should be beneficial for promoting the
music as well as ensure that the music bands create a sustainable position within the
international marketplace effectively.
2.3 Major obstacles to persuasive promotion strategies by contemporary Australian
music artists entering international markets
There are multiple challenges and issues that have created obstacles for the Australian
music artists to make entry into the international markets. These major challenges are
associated with the poor promotional activities and thus resulted in failing to draw in enough
audiences and influencing them to enjoy the songs produced by the Australian music
composers and producers. Based on the case study, it could be seen that the various
challenges associated with the promotion strategies’ implementation and success while
entering the international markets for silverchair and Human Nature are issues resulting while
managing international record deals and not being able to interact properly with the agents
and contacts which further created complexities in surviving in the international market
(Okazaki & Taylor, 2013). There are also other challenges such as the high competition
within the international marketplace and also the genre of music might not be adaptable to the
foreign market. Silverchair was found to be associated with hard rock music, which
resembled metal music while in few cases, the music has been categorised in the rock n roll
segment. There were also criticism considering the allegations made by the music press and
artists in US about making similar kinds of music in the form of songs prepared by UK
brands such as Nirvana, Led Zeppelin (Cohen, 2013). Due to this also, silverchair faced some
major issues while entering the foreign marketplace and even the position in the music charts
dipped to a certain level. The changing behaviours among the individuals in the foreign

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marketplace also contributed to the formation of challenges associated with the global market
expansion.
The challenges that might be faced by Human Nature and silverchair in the future
while entering the international marketplace could be the changing needs and preferences of
the customers and poor support from the Government and regulatory bodies present in the
concerned place where the company wanted to enter. Other challenges include lack of
funding and investments that could often create complexities for the persuasive promotion
strategies associated with the global business expansion (Howard, 2016). Due to the
limitations of funding sources and lack of partnership with the music agents and companies in
the international markets also, the sales generation and revenue are affected and much
complexities are faced while surviving in the competitive global market with ease and
effectiveness.
There are multiple strategies and approaches that can help the entire Australian music
industry to enter the foreign market and resolve the issues or challenges. To ensure stable
business functioning and make the Australian music become popular overseas, it is always
important to improve the distribution networks and enhance the level of awareness among
people about the Australian music. This should be possible with the help of proper funding
and investments to be made by the shareholders or investors, furthermore ensure stable
international business expansion. A major strategy could be the establishment of good
relationships between the music artists and fans. Nowadays, to become popular within the
international market, the musicians need to maintain interactivity with the audiences, which
could be possible with the help of messaging bots and tools. The engagement of social media
platforms could be an useful strategy for extending reach to audiences and establish good
connections between the music composers and artists and the music lovers (Bernstein,

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Weissman & Sekine, 2013). The use of messaging apps such as Facebook, Instagram,
Twitter, WhatsApp, etc. could also allow for engaging with the wider group of audiences,
furthermore develop useful marketing strategies and techniques for reaching them and
creating interest among them about the Australian music.
Another useful strategy should be to maintain good contact with the music agents and
match up with the music styles in the place where the Australian music aimed to enter. This
would surely influence the main stream acts as well as increase the scopes to a large extent,
thereby, enable silverchair and Human Nature to promote the music by adopting the foreign
culture too. The partnership or sponsorship with Spotify should further boost the distribution
networks’ efficiency and ensure making more audiences aware of the Australian culture and
music, which has tried to make an impact within the international market (McNair et al.,
2017). The performances and concerts often create good scopes for the talents and musicians
from Australia to present their talent and skills in front of the people in the global
marketplace and at the same time, inspire the big musical trends to influence the behaviours
of musicians and artists (Kelly, 2013).
3.0 Strategic orientation
3.1 Specific overseas market
I would like to consider the Human Nature band from Australian, which can aim to
enter an overseas market to facilitate international market expansion and at the same time,
improve the global business management. Human Nature is a popular pop band in Australia,
which has already made a mark in the overseas market, but now they can enter the US or UK
market to remain at top in the musical charts, furthermore ensure proper distribution of pop
music and culture overseas too. The overseas market that Human Nature band is
recommended to enter, can be the United States of America (Knights¸2016). It could be a

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great arena for pop music and thus the band reflects the culture of the place by performing its
musical activities, furthermore shall ensure successful reach into the international
marketplace. The announcement of USA “JukeBox” National tour could be effective with the
inclusion of Legacy recordings CD release and National PBS special. Being attained a great
position within the pop music industry, Human Nature has been one of the major pop vocal
groups of modern era and with the craze among the people in USA towards pop music, it
would be easy and quite effective for Human Nature to enter the foreign market with ease and
efficiency (Fairchild, 2016). The pop vocal groups’ band should perform stellar and existing
live shows and could also introduce music CDs all across USA along with the PBS special
for attracting more fans, starting from New York to California. Due to the pop culture among
music enthusiasts in USA and their love for pop music, Human Nature would be able to make
an entry into the international market of USA quite easily and at the same time, mix the pop
classics from the music catalogue such as from the Soul standards, Motown, Doo-wop, etc.
and prepare for the playing of music during the concerts (Shuker, 2013). The musical genre
should also cover the latest classic hits mixed with the pop music, which could make fans go
frenzy over the band. This should also allow the band to deliver chart busters and remain at
top of chart, thereby, sustain a good position within the music industry of USA.
3.2 strategic marketing mix (consider 4 P's) based on the international market
The US music industry holds a good amount of market share and is considered as the
largest music market all over the world. The dominant position of the music market in US has
created convenience for many other nation’s music to enter the country such as the case here.
Here the case study illustrates about how the Australian music industry has aimed at entering
the international market of USA. The music recording industry is huge, which has created
enough scopes and opportunities for the Australian music to make a mark within the industry,
furthermore could ensure management of worldwide diffusion of the music and its launch via

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promotional approaches managed by media channels such as YouTube, MTV, iTunes and
other social networks such as the Twitter, Instagram and Facebook (Tiago & Veríssimo,
2014).
A set of strategic marketing mix considering the four major principles of marketing
mix will be analysed here for the international market in USA where the Australian music
wants to enter. The marketing mix consists of various principles of marketing including the
product, price, place and promotions based on the international market that has been selected
here.
Product
The product is a tangible thing that needs to be sold to the customers, but here it is a
kid of format, i.e., songs, that are delivered to wider groups of audiences. Considering the US
music industry, the music has been the core product that can be delivered in the form of songs
to the individuals. The songs are the actual products to be made available in the global market
of USA by Human Nature in different formats such as singles, studio albums and also in both
digital and physical formats such as CDs. The three major components associated with the
music are singer, visual as well as audible performance and composition of music through
use of song lyrics (Torresi, 2014). The record label is managed to ensure analysis of
consumer’ buying behaviours, furthermore create some attractive content and elements for
keeping the individuals cope up with the pop music trends. The distribution channels such as
YouTube, MTV, etc. are considered as useful or exploring hidden talents, furthermore could
create better scopes and opportunities for the Australian music to enter the foreign market
with ease and effectiveness. The pop music culture in USA is quite appealing for the
Americans considering the use of lyrics and also dance content in the music videos, It could
also create better opportunity for Human Nature to maintain the pop culture to cater the needs

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and tastes of people and at the same time, keep some dance moves in the music video for
influencing more people listen to the music (Andrews & Shimp, 2017).
Price
As stated in the case study, the standardised prices of music in US also make it a great
place for entry by Human Nature. Before entering, the music market should be assessed
properly to forecast the sales, based on which prices must be set. In US, prices are set for
availing the products and services from the retail stores as well as by using a music streaming
app. Most of the consumer in US have purchased songs from online music streaming service
providers, and the prices are set by categorising into duration of 1 month, 6 months or even
an entire year. The traditional purchases are also high, though music lovers have been more
inclined towards online purchases, which has made them pay a monthly or annual fee for
subscribing to a music channel and listening to music without any ads (Jackson, 2013). The
lower prices for the services in the market can often be a challenge for the music band to gain
entry into the foreign market and thus Human Nature should collaborate with the online
music streaming. This should though be done with the implementation of cost leadership
strategy and by setting prices that are competitive in the music market of United States.
Place
After the production of music, i.e., after the music is being recorded and prepared, the
distribution of music to make it available for listening by the people in the marketplace is
important. Based on the music format, the music that has been recorded should be made
available and sold to various market segments, furthermore create convenience for the
listeners to get influenced and make purchase the music CDs online as well as offline. Human
Nature could locate the retail stores such as Tesco and online stores such as Amazon to
manage proper distribution of the music albums in the form of CDs (Kim, Im & Slater,

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2013). In US music market, the distribution network is huge consisting of popular Sony
Music Entertainment, Universal Music Group, Warner Brother’s music Group, etc., which
can be effective for Human Nature to sell the products and distribute the music all over the
global market. The digital distribution has transformed every businesses nowadays, thus, with
the online retailers surfacing rapidly including Amazon MP3, Spotify, Google Play Music,
iTunes, the Australian music would surely be able to make a mark within the competitive
music industry. The online streaming of music could further strengthen the use of music
media distribution, furthermore allow for making more music available to the people and
make the Australia pop music genre a craze among the international market (Londhe, 2014).
Promotions
The promotions are done by managing activities revolving around the recording
music videos and songs in such a manner, that it can easily reach the people in United States
as well as encourage them to make purchases from the organisation. This could also be
possible for Human Nature for managing publicity, advertising, promotional aspects and also
through music videos launch and social media marketing. The collaborative working with
MTV, YouTube and other channels for distribution could also help in enabling creative ways
to launch the music, furthermore ensure creating a positive impact directly on the sales
generation and revenue. With the advancement of Information and communications
technology usage, the social media platforms have played a vital role in viral marketing and
at the same time, facilitate the online promotions within the music industry (Strauss, Frost &
Sinha, 2014). Human Nature should prioritise on investments and budget management for the
purpose of digital and online promotions, furthermore create awareness among people
regarding the pop music culture from Australia. The artists who are involved in the Human

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Nature band must also conduct world tours and manage radio play, which should furthermore
allow for engaging more fans during the promotional period (Kelly, 2013).
All these strategic marketing mix components are based on the selected international market
of US, which can allow Human Nature to promote pop music and ensure creating awareness
and buzz among people and expand their love for Australian music.
4.0 Key findings
The major issues that are identified from the case scenario include the challenges
associated with the persuasive promotion strategies in international markets for the
silverchair and Human Nature. The difficulties related to the management of record deals
and surviving within the highly competitive environment along with the changing musical
behaviours among people, which also affected the promotions of Australian music in the
international marketplace. The needs and preferences of the music artists as well as the music
lovers change from time to time and thus the product or service needs to be changed over
time to cater the tastes and preferences of the customers easily. Another major issue could be
the issues and challenges associated with the investments and lack of funding while entering
the overseas market (Davari & Strutton, 2014). As soon as the international market is entered,
partnerships with the network distributors is a daunting task as well, which can also increase
the complexity of managing business in the global marketplace.
Recommendations
 It is most importantly recommended to understand the behaviours of the fans
regarding their love for Australian pop music in United States for Human Nature and
make sure to enter the target international market properly

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 Most importantly, luring the stakeholders is essential for encouraging the shareholders
or investors to provide sufficient funding and make investments for succeeding in the
global market of US
 The marketing of a new album should be beneficial considering the assessment and
analysis of market conditions and also the behaviours of clients who are music lovers
and are influenced to make purchases
 One of the most important recommendation could be the use of social media
platforms such as Facebook, Twitter and Instagaram and by sharing music videos,
which could raise awareness among the international market comprising of music
lovers, furthermore aim at creating ore publicity and raise awareness about Human
Nature itself.
 Tying up with the music streaming channels could be effective and by setting right
prices for the songs produced and played, which should also exposure and ensure
formation of interest among people regarding Australian pop music.
Conclusion
The report was prepared to focus on the international marketing concepts considering
the Australian music industry’s ability to enter the international market. From the analysis,
the various issues found were lack of funding, complexity in managing record deals, poor
promotional ability, etc. The strategic orientation was developed to identify the specific
overseas or international market where the Australian music industry involving Human
Nature wanted to enter, i.e., the US market. The analysis of strategic marketing mix
components further could help Human Nature to manage the production of music and
delivering the right songs and music videos for influencing people in US to embrace the
Australian pop music and culture. This should allow for effective international marketing and

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at the same time, improve the reach to global markets, furthermore ensure roper international
business management.
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