엠넷아시안뮤직어워드(MAMA)의 현황과 과제

초록

The purpose of this research is to review the status and recommend the tasks of MnetAsian Music Awards, MAMA organized by CJ E&M so that the award could continue togrow to be one of the recognizable global awards. The growth plan for advertising․sponsorship is examined in detail since it’s the biggest part of the revenue. For MAMA tobecome the comparable awards to either Grammy Awards or American Music Awards,advertising․sponsorship revenue need to expand greatly before gaining its representativeand prestige nature of top global music awards. In order for advertising․sponsorship to grow, number of premises need to be initiated,while long term and execution plan can to be implemented. The premises include openingdate, venue selection, and confirmation of the artists. Also, program needs to gainmaximum exposure while expanding advertising spots and developing number ofmarketing products. In the long term planning, the awards positioning need to be closelylooked at and long term road map needs to be established further contributing to positiveecosystem of hallyu and music industry. There are limited number of research and books related to the subject. Therefore thesubject was reviewed and examined with the perspective of the writer experiencing the past3 awards of MAMA personally and interviewing the stakeholders in number of businessareas of the awards. By implementing ideas suggested from this research, hope MAMArevenue could expand while supporting hallyu content success and better music industryecosystem.

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