Kommercielle Partnerskaber: Når artister og brands slår sig sammen

Sascha Paninnguaq Rosing

Student thesis: Master thesis


This master thesis aims to explore how Lady Gaga has used commercial partnerships, also called cobranding, as a way of challenging the traditional and experience marketing mix. The thesis is based on primary theory by Finn Rolighed Andersen et al., Shay Sayre, Guy Masterman and Jakob Lusensky. The theory touches upon subjects such as partnerships, strategic alliances, joint ventures and commercial partnerships, as well as the traditional- and experience marketing mix, integrated marketing communication, branding and sponsorship. The theory is used in examining which aspects of the traditional- and experiential marketing mix are challenged when working with commercial partnerships in an artist/brand partnership. Since there is a limited amount of theory available on commercial partnership, I choose to examine the concept through alternative theory like strategic partnership models used in traditional marketing theory and the communication concept sponsorship in order to figure out just how commercial partnerships are constructed. The area of concern in this thesis is examined further through qualitative analyzes of Lady Gaga based on background material in relations to the marketing theory. By doing this, I am able to examine how she has used commercial partnerships in her marketing plan as a way of challenging the traditional and experience marketing mix. This analysis is used as part of the final conclusion. In addition, the thesis uses qualitative data obtained by a face-to-face interview with Søren Krogh Thompson from the Danish recording label Playground Music A/S and a mail correspondence with Christina Hviid from the Ministry of Social Affairs. These data are used to present a Danish case example in order to construct a framework that can help me obtain a better understanding of how commercial partnerships are used in a Danish context. The specific case-example presented is centered around the commercial partnership between the Danish pop-singer Anna David and four organizations under the Ministry of Social Affairs. The thesis concludes that commercial partnerships are useful when companies seek to strengthen brand equity and reach new target groups. The results also conclude that Lady Gaga’s extensive use of commercial partnerships challenge other businesses to rethink the way they use the traditional marketing mix in their marketing plan. Through commercial partnerships, Lady Gaga has shown that merging music with products and services can have a positive effect on how consumers perceive a certain product or service as well as her as an individual brand. Furthermore, it can be concluded that commercial partnerships are useful when brands want to obtain market shares in an area different from what they are used to working with. When working together in a commercial alliance, brands are forced to rethink how they do business, which can prove effective in an ever changing marketplace. With that said, companies should also consider pitfalls when working with commercial partnerships in their marketing plan. It is important to have the right brand-match and set up mutual goals as well as individual expectations. Just like any other strategic business plan, commercial partnerships should be carefully considered before implemented.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2012
Number of pages112