Cilt 4 Sayı 3 (2019): Turkish Journal of Marketing
Makaleler

TÜRK MÜZİK PAZARINDAKİ MÜZİKAL TERCİHLERİN SPOTIFY MÜZİK LİSTELERİNDEKİ PARÇALARIN SES ÖZELLİKLERİ ARACILIĞIYLA BELİRLENMESİ

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  • Fatih PINARBAŞI
Fatih PINARBAŞI
Arş. Görv., İstanbul Medipol Üniversitesi

Yayınlanmış 25.12.2019

Anahtar Kelimeler

  • Müzik Pazarlaması, Tüketici Tercihleri, Spotify
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

TÜRK MÜZİK PAZARINDAKİ MÜZİKAL TERCİHLERİN SPOTIFY MÜZİK LİSTELERİNDEKİ PARÇALARIN SES ÖZELLİKLERİ ARACILIĞIYLA BELİRLENMESİ. (2019). Turkish Journal of Marketing, 4(3), 264-279. https://doi.org/10.30685/tujom.v4i3.62

Öz

Çevrimiçi müzik yayını hizmetleri, günümüz tüketicileri için müzik tüketiminde önemli aktörlerden biridir. Mobil cihazların yaygın olarak kullanılmasına ek olarak müzik tüketiminde; albüm yerine tek parça satın alma, farklı platformlarda müzik dinleme ve kişiselleştirilmiş müzik tüketimi seçenekleri gibi birçok değişiklik yaşanmıştır. Bu çalışma Türkiye?deki müzik tüketimini, popular şarkıların ses özellikleri üzerinden incelemeyi amaçlamaktadır. 6 aylık süreçte yer alan popüler 200 şarkı listeleri örneklem kitle olarak seçilmiş ve 676 parçaya dair Spotify API hizmetinin sağladığı ses özellikleri analiz edilmiştir. Türkiye müzik piyasasına dair tanımlayıcı bilgilerin ardından, araştırmada kümeleme analizi gerçekleştirilmiş ve üç farklı kümeye ulaşılmıştır. Son olarak, ses özelliklerine ilaveten, Spotify API tarafından sağlanan popülerlik değerleri üzerinden karar ağacı yöntemi kullanılarak sınıflandırma yapılmış, gürültü (loudness) ve enerji değerlerinin popülerlik açısından önemli ayırt edici özellikler olduğu sonucuna ulaşılmıştır.

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