Artist Identity: Branding of Identity through Social Media

Sabrina Stender Solis

Student thesis: Master thesis

Abstract

This thesis investigates the possibilities on how to create a successful identity for an artist with the help of social media, seen from a manager’s perspective. By answering the research question, this thesis seeks to create an understanding of the process in creating and branding an artist identity through social media. Furthermore, how the relationship between manager, artist and fans contributes to this process. The thesis focuses on two selected cases, one in the pop music business and one in the classical music business. The first case focuses on the Danish artist ‘Gulddreng’, who through branding himself has accomplished a strong brand aswell as a successful career. The second case focuses on the classical pianist ’Víkingur Ólafsson’, who is an international and award-winning artist from Iceland. The thesis has a preunderstanding that such a successful artist as Víkingur Ólafsson should experience a larger reach on social media, compared to a national artist as Gulddreng. It makes you wonder whether an online artist identity or brand is essential for an artist to achieve a successfully career. Artist identity has been defined through a theoretical point of view and tested with the collected primary empirical evidence throughout the analysis. This has conducted a framework that describes and illustrates the process of artist identity and the relationship between manager, artist and fans. The framework has been discussed in relation to the two cases. It has been concluded that it is possible for a manager to create a successful identity for an artist through social media, by following the process described by the framework. The framework sets the groundwork for a developing process for an artist identity, and therefore argues that an artist identity will continue to develop in a dynamic process between manager, artist and fans. On that account it has been recommended for a manager to strategically engage with the reactions from fans and their relationship to the artist on social media.

EducationsMSc in Organisational Communication, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages159