Innovation in the music industry: key challenges and success factors. The case of Måneskin

Abstract

The work I intend to present in this thesis concerns the search for innovation factors that, described or not by the music marketing literature, are involved in the success of music. I also intend to apply what I have discovered by studying the case of one of the bands of the moment, which, riding on the global success of recent times from the streets of Rome, has reached the top of some of the most important charts in the music scene: Måneskin. The thesis is divided into two main parts: identifying already established success factors and those that still need to be investigated and applying these to the specific case. The methodology used is mixed and involves commenting on the results obtained from the questionnaire administered and several articles written by industry representatives in the field of study. All this aims to answer the question I posed at the basis of the writing of this paper: “What factors determine the success of an innovative musical product?” or at least tries to do so.