Push strategies often complement pull strategies, and activities for both work hand-in-hand to ensure that musicians are promoted intensively, both in the local and international music markets.

2. The above-mentioned promo strategies used by different Australian singers / bands in the international market are characterized by either standard / uniform or differentiated approaches. Popular Australian musicians who have successfully penetrated the international market have adopted both standardized and differentiated promo strategies to retain their fan base locally, and increase their appeal to the music market internationally.

Upon further analysis, it appears that all promotional strategies adapted by Australian musicians are differentiated across local and international markets. The differentiated or customized approach prevails because it gives musicians flexibility in promoting their music and image depending on the music market or target consumers / fan base. It allows them to retain their local following while casting a wider net to capture a...
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