Main marketing drivers of popularity among emerging French Hip Hop

Abstract

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.