การจัดการของธุรกิจดนตรีบนยูทูปในประเทศไทย

Abstract

The purpose of the independence study is to analyse the objective of music industry management on YouTube in Thailand in order to percieve management mechanisms that Thailand musician YouTuber apply to manage organization or channel. Moreover, these management machanisms from this study would be a crucial guideline for YouTubers to administer success to their organization or channel goal. Hence, the semi- structure interview was execised as a data collection tool by selected 7 purposive samplings to interview and analysed a management of that interviews afterwards. Studies show that the representative samples are composed of 5 males and 3 females, which aged between 24-41 years. All interviewees’ highest education is bachelor’s degree and they have 5-11 years work experience as YouTuber with 200,000-1,600,000 subscribers and 40,600,000-505,000,000 views and earned income 10,000-600,000 baht per month and 3 persons are unidentified. There are 64-674 videos and the highest view range is 7,012,300-181,671,600 views. In planing criteria, the goal of channel should not focus only on the way to be famous on YouTube but also as an indirect pathway to develop their musician carrer such as become an affiliated musician or a musician in record label. In addition, they should agree to a p p l y a growth- oriented strategy, which using consistent and continuous production that on average, a product should be produced once a week. Furthermore, the 3 integrated strategies, focus on reduced cost, reached to targets, and created specific character, could claim in a business strategy besides there is an implementation strategy that define a obvious timeline for each production process. In organizing strategy, YouTube channel has an unstructured organization structure. They prefer to work with friend and that friend and family atmosphere would make all process smooth and quick. There should have at least 2 departments in each YouTube channel in music division, which is music and video department. In Human Resource Management, a trustable person and previous collabarate worker should be sellected to the team. Moreover, each channel should specifying criteria and qualifications that are appropriate for channel’s work pattern, which should be paid case by case besides the income should be divided for further development that related to channel administration. In the part of Leading, the liberal leader is the most appropriate person to manage channel and factors that persuade team to achieve the goals is a clear communication about goals of each work in what form that work should be produced. In Controlling part, there should have restrictions on communication, standard of work, and team’s motivation.