Personal Branding in the Music Industry to Achieve Internationalization

DOI

10.2991/978-94-6463-596-6_48How to use a DOI?

Keywords

Personal brand building; personal branding; internationalization; music industry; authenticity; music; social networks

Abstract

Building a musician’s personal brand on social networks 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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Andrea Nicole Rodríguez Puente de la Vega
AU  - Claudia Alexandra Guillén Arruda
PY  - 2024
DA  - 2024/12/17
TI  - Personal Branding in the Music Industry to Achieve Internationalization
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 550
EP  - 563
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_48
DO  - 10.2991/978-94-6463-596-6_48
ID  - delaVega2024
ER  -