Likehunters - Facebook as a Promotional Tool in the Danish Upcoming Scene

Nikolett Bajusz

Studenteropgave: Speciale


This thesis aims to explore the interactive communication between Danish emerging bands and their fans or friends on online social networks. During my researches I tried to find answer on the way upcoming bands use the interactive nature of communication on Facebook in a strategic way for promotional purposes. To gain a solid background knowledge about the field of my researches I studied theories about interactive communication, marketing, social media and social media marketing. I based my analysis on the observation of the band-profile of Larica (Danish ska band) and Forever Still (Danish gothic rock band), and completed the empirical data with interviews made with the frontmen of the two bands. In the analysis of the empirical data I examined the communication strategies of upcoming bands with focus on the theme of the posted messages on Facebook and tried to identify those elements of the messages that evokes higher interactivity rate from the fans side. The evaluation of the researches showed that messages that give opportunity for fans to have an inside look into the life of the bands (rehearsals, recording, etc.) generally gain more feedback and generate interaction. But messages with other themes (announcements of concerts, expressing the values of the bands) that normally get less feedback can be built up and formed different ways to enhance interaction, in which case the bands also have the possibility to generate different form of interaction, such as the more active verbal communication through ‘comments’, or the more passive yet not less effective ‘likes’ or ‘shares’.  

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato31 aug. 2012
VejledereDavid Mathieu


  • social media marketing
  • interactivity
  • strategic communication
  • communication
  • Facebook
  • upcoming bands
  • promotion