Exploring music industry strategies in Bulgaria

Music has been an essential part of different cultures and their expressions around the world, becoming a carrier of the cultural heritage of specific countries and regions. In this research we are going to focus on a typical for a nation genre of music. The focus is on Bulgaria and pop folk, which represents a revived form of traditional Bulgarian folk music. This research focuses on Bulgarian pop folk music, with the purpose to explore the genre as a representative combination of local culture and global sounds. The interesting part in examining the transformation of pop folk music is the fact that the genre has created a very strong industry around it. The music genre is trying to relate more to a modern global culture, rather to the typical culture of the region. We are going to examine this process from two perspectives – the audiences of the genre and pop folk music companies. Our motivation for taking the perspective of the audience as our main standpoint is, the possibility of the consumers to be objective in their comments towards the music genre. Moreover, it will be interesting to observe the dynamics of the process of folk revival from the side of the music industry and how they have they picked it up more as a commercial venture in a traditionally less commercial genre.