Citas bibligráficas
Rodriguez, A., (2024). La marca personal en la industria de la música para alcanzar la internacionalización. [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683991
Rodriguez, A., La marca personal en la industria de la música para alcanzar la internacionalización. [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683991
@misc{renati/1300975,
title = "La marca personal en la industria de la música para alcanzar la internacionalización.",
author = "Rodriguez Puente De La Vega, Andrea Nicole",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Building a musician's personal brand on social media has become important in recent years, since it allows them to stand out in an industry that is constantly changing. The digital revolution has allowed musicians to reach international audiences outside their country of origin. They employ strategies that allow their personal brand to be recognized and understood within different sociocultural contexts. This research explains how the construction of a musician's personal brand takes place to reach bigger audiences other than those in their country of origin. A qualitative content analysis of two singers' profiles on the social network TikTok is carried out: the American Conan Gray and the Scottish Lewis Capaldi. Using public data of TikTok video posts, the study is based on 329 posted between June 2022 to June 2023. For this study, we were taken as a sample just the video posts that exceeded ten million views. The findings show the importance of building an authentic personal brand that manages to connect with different audiences, through the promotion of a musician who is close to his followers. The study contributes to understanding how relevant is for a musician building a personal brand in social media.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons