Factors to create successful branded playlist in joox.

Abstract

The objective of this research aims to identify all vitals factors to create impressive brand awareness via creating braded playlists on the Joox music application platform, which can be implemented with real success for the brands and also to share useful information and recommendation to those interested in this research content. The data were derived by conducting interview sessions with totally 10 persons, 5 from Joox team who have at least one year experience working with the team and 5 from frequent users. The result of this research indicates that the main factors are mainly related with the arts of communication that brand must pay attention on. The factors to create successful branded playlist in Joox are: strong concept or theme of the sponsoring brand, the correspondence of concept and the brand itself, the connection between the theme of the playlist and users’ emotions, the relatedness between the theme of the playlist and other elements: cover photo, playlist name, song list.