The Marketing Opportunities for “Traditional” and “Non-Traditional” Music by Turkish Immigrants in Vienna
The Marketing Opportunities for “Traditional” and “Non-Traditional” Music by Turkish Immigrants in Vienna

Summary/Abstract: Over the past few decades, immigrant music cultures have become a very significant part of musical life in Vienna. Musicians from Turkey in Vienna produce and distribute their music, which is embedded in co-ethnic, inter-ethnic as well as trans-national relations. This paper examines the repertoires and marketing strategies/opportunities of Turkish immigrant musicians and entrepreneurs in Vienna. Marketing advantages and disadvantages of the “ethnic” or “traditional” coded products of musicians with Turkish immigrant backgrounds are analysed using tools and concepts of urban ethnomusicology.

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