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The Biggest Night in Music: A Case Study of the Grammy Awards Digital Marketing Strategies
No full textMusic has the power to bring people together and create connections. Every year, music fans and artists eagerly anticipate celebrating their love for music at the Grammy Awards through performances, receiving awards, or simply attending. The Grammys serves as the ultimate celebration, uniting people to honor and celebrate all things music. The purpose of this study was to examine the digital marketing strategies of the Recording Academy’s Grammy Awards. Data on digital marketing was collected through a case study and an instrument developed by the researcher. The results of this study highlights the effectiveness of the Grammys’ digital marketing strategies, specifically in areas of social media, the Grammy’s website, and influencers
Victor Wooten and The Evolution of the Electric Bass as an Ensemble Instrument
No full textVictor Wooten is widely considered to be one of the greatest electric bass players of all time. He has put out multiple solo albums, is a music educator, and runs his own bass and nature camp. He is best known for his work with the ensemble Bela Fleck and the Flecktones. He is highly regarded for his innovative techniques, including two-handed tapping and double-thumbing. He won Bass Player Magazine’s Bass Player of the Year award three times – the only artist to ever win more than once. These accomplishments have been widely acknowledged and written about. This paper will look not at Wooten’s impressive technical ability, but at his use of the bass guitar as an equal member of an ensemble. I will show that Wooten is the first well-known, influential bass player to take the electric bass out of its sole position in the rhythm section and transition it to a melodic instrument; one that not only plays off the other instruments but that sets the tone for the others to follow. I will compare three individual pieces by artists that are not only highly-regarded, but that influenced Wooten’s work – “Long John” (bass player Marcus Montgomery), “Birdland” (bass player Jaco Pastorius), and “Bigfoot” (played by Wooten). I will then look at the larger work by Wooten on the album “Live Art” to show his work in the ensemble Bela Fleck and the Flecktones. But first, I will consider Wooten’s upbringing and introduction to the bass guitar, as well as provide a brief history of the instrument
