HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Main marketing drivers of popularity among emerging French Hip Hop

Elangué, Florian ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink :
Title : Main marketing drivers of popularity among emerging French Hip Hop
Translated title : [fr] Les principaux leviers marketing de la popularité du hip-hop français émergent
Author : Elangué, Florian ULiège
Date of defense  : 4-Sep-2023/8-Sep-2023
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : El Midaoui, Youssra ULiège
Language : English
Number of pages : 72
Keywords : [en] Marketing
[en] Hip-hop
[en] Acoustic features
[en] Arousal
[en] Sensory marketing
[en] Atmospherics
[en] Consumer behavior
[en] French hip-hop
[en] Tempo
[en] Loudness
[fr] Hip-hop
[fr] Marketing
[fr] Rap français
Discipline(s) : Business & economic sciences > Marketing
Name of the research project : Main marketing drivers of popularity among emerging French Hip Hop
Target public : Researchers
Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Recently become the second biggest market in the World, French Hip-hop has a very bright future.
Though constantly developing itself, the industry is still led by the sharks, ready to take all pieces
of the cake in terms of market shares. Music sales are indeed largely dominated by those
headliners, making the ascension even more difficult for smaller emerging artists. Through a data
analysis using the freshly-made public Spotify API, this thesis aims to build theoretical groungs on
the role Audio features play on music popularity. The relationship between two features, namely
tempo and loudness, and consumers’ time perception and arousal is tested through an empirical
second study, which reported insightful informations and marketing strategy suggestions to
managers to increase customer engagement, brand image and the whole customer experience.



Access Master thesis_Florian ELANGUE_22_23_1608.pdf
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Format: Adobe PDF


Access Supplementary Material_Study 2_Survey.pdf
Description: Full questionnaire
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  • Elangué, Florian ULiège Université de Liège > Master sc. gest.


Committee's member(s)

  • El Midaoui, Youssra ULiège Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique
    ORBi View his publications on ORBi
  • Total number of views 12
  • Total number of downloads 2

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