The master’s thesis focuses on understanding the marketing aspect of classical musicians (euphonium players), which is often neglected or overlooked. To better understand the topic, we first define marketing and delve into the development of marketing communication, where we explore the close connection between marketing communication and marketing media. We then address some modern digital media that we selected based on their relevance to the needs of a classical musician. These media include websites, search engine optimization, e-mail marketing, and social networks (Facebook, Instagram, TikTok, and YouTube). In the empirical part of the thesis, we present the results of an online written interview conducted with selected internationally renowned euphonium players and pedagogues who collaborate with brands of instruments, mouthpieces, and other accessories for an euphonium (i.e. artists). The interview provided insight into their personal experiences with brand collaboration, their duties and benefits, and how they personally perceive the marketing side of their profession. The interviewees were Steven Mead, Bastien Baumet, Mauro Martins, and Rodin Rosendahl.
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