La Comunicación Estratégica Externa en la música: Conectando en la era digital
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Authors
Narvaez Suárez, FabiolaAdvisors
Valdivia Rossel de Alvarado, María PíaIssue Date
2020-10-05Keywords
Comunicación estratégicaPuntos de experiencia
Marketing
Strategic communication
Experience points
Metadata
Show full item recordAbstract
El presente trabajo tiene como objetivo analizar desde un enfoque cualitativo de qué manera los especialistas del sector musical peruano gestionan la comunicación digital en proyectos musicales (solistas o bandas) durante la pandemia. La industria musical ha pasado por diversos cambios y adaptaciones, en la cual la comunicación se ha encargado de mantener aquella cercanía con los seguidores en las distintas etapas. Ante la pandemia del Covid-19, la industria se ha visto afectada y paralizada en todo el mundo, postergando de manera indefinida los grandes festivales y conciertos. Siendo las presentaciones de música en vivo un punto de contacto importante con el oyente y la mayor fuente de ingresos, los proyectos musicales han tenido que adaptarse a la era digital para promover su música y conectar con sus seguidores. Estos puntos de contacto con el consumidor (oyente) están en constante cambio. Esta situación ha obligado a la música adaptarse a los cambios de la transformación digital, haciendo uso de la comunicación digital. Para lograr el objetivo del estudio, se realizaron entrevistas semi estructuradas a especialistas peruanos con experiencia en el sector musical peruano y latinoamericano.The present work aims to analyze from a qualitative approach how specialists in the Peruvian music sector manage digital communication in musical projects (soloists or bands) during the pandemic. The music industry has gone through various changes and adaptations, in which communication has been in charge of maintaining that closeness with the fans at different stages. In the face of the Covid-19 pandemic, the industry has been affected and paralyzed around the world, indefinitely postponing major festivals and concerts. With live music performances being an important point of contact with the listener and the biggest source of income, music projects have had to adapt to the digital age to promote their music and connect with their fans. These points of contact with the consumer (listener) are constantly changing. This situation has forced music to adapt to the changes of digital transformation, making use of digital communication. To achieve the objective of the study, semi-structured interviews were conducted with Peruvian specialists with experience in the Peruvian and Latin American music sector.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons