Nuevas estrategias de promoción en las Industrias Culturales. El lanzamiento en TikTok del álbum Motomami de Rosalía

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

Publicado 30-11-2022
Cristina Pérez Ordóñez Andrea Castro-Martínez José Luis Torres-Martín

Resumen

Rosalía es uno de los grandes iconos musicales actuales y ha centrado buena parte de sus esfuerzos comunicativos en redes sociales. Este trabajo analiza la promoción en TikTok de su álbum Motomami mediante una investigación mixta. Se realiza un análisis visual y narrativo de los vídeos desde la primera referencia al proyecto hasta el concierto de presentación, además de desarrollarse una revisión documental. Rosalía, en una innovadora estrategia promocional, ha adoptado las prácticas, recursos visuales y formas de producción propias de los TikTokers, con lo que propicia diálogo continuo con sus seguidores.

Cómo citar

Pérez Ordóñez, C., Castro-Martínez, A., & Torres-Martín, J. L. (2022). Nuevas estrategias de promoción en las Industrias Culturales. El lanzamiento en TikTok del álbum Motomami de Rosalía . ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 27(53), 189–211. https://doi.org/10.1387/zer.23811
Abstract 241 | pdf Downloads 137

##plugins.themes.bootstrap3.article.details##

Keywords

TikTok, Comunicación Estratégica, Industrias Culturales, Música, Redes Sociales

References
Aguiar, A. C. W. C., & Steinhäuser, V. (2019). Branded Content-Strategic Marketing Tool and its Impact on Consumer Branded Content. Brazilian Journal of Marketing Research, Opinion and Media, (12), 138-154. https://revistapmkt.com.br/wp-content/uploads/2019/05/3-Branded-Content-Strategic-Marketing-Tool-and-its-Impact-on-Consumer.pdf
Álvarez, I. (17 de marzo de 2022). De rechazada en 'Tú sí que vales' a artista internacional con 9 premios Grammy: así es Rosalía y su biografía. 20 Minutos. Recuperado de https://www.20minutos.es/noticia/4972120/0/de-rechazada-en-tu-si-que-vales-a-artista-internacional-con-9-premios-grammy-asi-es-rosalia-y-su-biografia/
Andreu, S. (6 de septiembre de 2019). Así fueron los inicios de Rosalía: la historia completa de la «artista total». ABC. Recuperado de https://www.abc.es/cultura/musica/abci-fueron-inicios-rosalia-historia-completa-artista-total-201909061443_noticia.html?ref=https%3A%2F%2Fwww.google.com%2F
Arriagada, A. & Concha, P. (2020) Cultural intermediaries in the making of branded music events: digital cultural capital in tension, Journal of Cultural Economy, 13(1), 42-53, DOI: 10.1080/17530350.2019.1652673
Arjona-Martín, J. B., Méndiz-Noguero, A. & Victoria-Mas, J. S. (2020). Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework. Profesional de la información, 29(6), e290607. https://doi.org/10.3145/epi.2020.nov.07
Aum, J., Kim, J., & Park, E. (2022). Can we predict the Billboard music chart winner? Machine learning prediction based on Twitter artist-fan interactions. Behaviour & Information Technology, 1-14. https://doi.org/10.1080/0144929X.2022.2042737
Bellotti, E. (2015). Qualitative Networks. Mixed Methods in Sociological Research. Londres: Routledge.
Beneyto, L. (2022, 17 de marzo). Mujer del día: Rosalía. Forbes. Recuperado de https://forbes.es/nombre-del-dia/136290/mujer-del-dia-rosalia/
Castro-Martínez, A., Pérez-Ordóñez, C., & Torres-Martín, J. L. (2020). Eventos musicales online durante la crisis de la COVID-19 en España. Análisis de festivales en redes sociales y de sus estrategias de comunicación. Hipertext.net, (21), 41-56, https://doi.org/10.31009/hipertext.net.2020.i21.04
Chi, R. Chen, D., & Sun, Q. (2021), An Empirical Study on Service Marketing of Chinese Airlines on TikTok. IEEE 3rd International Conference on Civil Aviation Safety and Information Technology (ICCASIT), 2021, pp. 397-400, doi: 10.1109/ICCASIT53235.2021.9633594.
Creevey, D., Coughlan, J., & O'Connor, C. (2022). Social media and luxury: A systematic literature review. International Journal of Management Reviews, 24(1), 99-129. https://doi.org/10.1111/ijmr.12271
Dahlgren, P. (2018). Public Sphere Participation Online: the Ambiguities of Affect. Les Enjeux de l'information et de la communication, 19(1), 5-20. https://doi.org/10.3917/enic.024.0005
Danielsen, A., & Kjus, Y. (2019). The mediated festival: Live music as trigger of streaming and social media engagement. Convergence, 25(4), 714–734. https://doi.org/10.1177/1354856517721808
Dewan, S., & Ramaprasad, J. (2014). Social Media, Traditional Media, and Music Sales. MIS Quarterly, 38(1), 101–122. https://www.jstor.org/stable/26554870
Dhaoui, C., & Webster, C. M. (2021). Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation. International Journal of Research in Marketing, 38(1), 155-175. https://doi.org/10.1016/j.ijresmar.2020.06.005
Durmus, K. (2021). The Impact of Cyber Culture on New Media Consumers. In S. David, R.S. Anand, V. Jeyakrishnan & M. Niranjanamurthy, Security Issues and Privacy Concerns in Industry 4.0 Applications, 229-247. Scrivener Publishing LLC. https://doi.org/10.1002/9781119776529.ch12
Dwivedi, A., Johnson, L.W., Wilkie, D.C. & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity, European Journal of Marketing, 53(6), 1176-1204. https://doi.org/10.1108/EJM-09-2016-0511
Fernández-de-Arroyabe-Olaortua, A., Lazkano-Arrillaga, I. & Eguskiza-Sesumaga, L. (2018). Digital natives: Online audiovisual content consumption, creation and dissemination. Comunicar, (57), 61-69. https://doi.org/10.3916/C57-2018-06
Freire, J.M. (19 de noviembre de 2018). Rosalía, antes de la gran explosión: así se hizo artista. El Periódico. Recuperado de https://www.elperiodico.com/es/ocio-y-cultura/20181116/rosalia-origenes-refree-el-guincho-el-chiqui-7149387
Gilstrap, C., Teggart, A., Cabodi, K., Hills, J., & Price, S. (2021). Social music festival brandscapes: A lexical analysis of music festival social conversations. Journal of Destination Marketing & Management, (20), 100567. https://doi.org/10.1016/j.jdmm.2021.100567
Gómez-Ruiz, L. (18 de marzo de 2022). Rosalía y su primer concierto de 'Motomami' consolidan Tiktok en la industria musical. La Vanguardia. Recuperado de https://www.lavanguardia.com/cultura/20220318/8134545/rosalia-tiktok-concierto-motomami.html
Guarda, T., Augusto, M.F., Victor, J.A., Mazón, L.M., Lopes, I., & Oliveira, P. (2021). The Impact of TikTok on Digital Marketing. En: Rocha, Á., Reis, J.L., Peter, M.K., Cayolla, R., Loureiro, S., & Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 205, pp. 35-44. Singapore: Springer. https://doi.org/10.1007/978-981-33-4183-8_4
GWI (2019). Social media trends in 2019. Recuperado de https://www.gwi.com/reports/social-2019
Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, (88), 388-396. https://doi.org/10.1016/j.jbusres.2017.11.046
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust, International Journal of Bank Marketing, 39(7), 1353-1376. https://doi.org/10.1108/IJBM-02-2021-0067
Haynes, J., & Marshall, L. (2018). Beats and tweets: Social media in the careers of independent musicians. New Media & Society, 20(5), 1973–1993. https://doi.org/10.1177/1461444817711404
Hesmondhalgh, D., Jones, E., & Rauh, A. (2019). SoundCloud and Bandcamp as Alternative Music Platforms. Social Media + Society. https://doi.org/10.1177/2056305119883429
Hudson, S. & Hudson, R. (2013). Engaging with consumers using social media: a case study of music festivals, International Journal of Event and Festival Management, 4(3), 206-223. https://doi.org/10.1108/IJEFM-06-2013-0012
Jenkins, H., Ford, S. & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture (v. 15). New York: NYU Press.
Kastner, J. D. (2020). A Content Analysis of Creating and Curating Musical Identity on Social Media. In Janice L. Waldron, Stephanie Horsley, & Kari K. Veblen (Eds.). The Oxford Handbook of Social Media and Music Learning. Oxford, Oxford University Press. DOI: 10.1093/oxfordhb/9780190660772.013.19
Kaye, B. (2022) Please Duet This: Collaborative Music Making in Lockdown on TikTok. Networking Knowledge: Journal of the MeCCSA Postgraduate Network, 15(1), 59-77. Recuperado de https://eprints.qut.edu.au/228399/
Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, (130), 552-563. https://doi.org/10.1016/j.jbusres.2019.09.043
Martínek, P. A (2021). Mapping methods of research on consumer engagement with brands on social media: A literature review. Methodological innovations, 14(1), 2059799120985384. https://doi.org/10.1177/2059799120985384
McGorry, S. & McGorry, M. (2017) Who are the centennials: marketing implications of social media use and preferences. Proceedings of the American Marketing Association. Recuperado de https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1194&context=ama_proceedings
Mjøs, O.J. (2011). Music, Social Media and Global Mobility: MySpace, Facebook, YouTube (1st ed.). Londres: Routledge. https://doi.org/10.4324/9780203127544
'MOTOMAMI' en TikTok: así ha sido el concierto de Rosalía (18 de marzo de 2022). Europa FM. Recuperado de https://www.europafm.com/noticias/musica/motomami-tiktok-asi-sido-concierto-rosalia_2022031862343d355bbac900017d63b3.html
Pérez-Ordóñez, C., Castro-Martínez, A., & Torres-Martín, J.L. (2022). Dialogue, Identity Building and Music Marketing in TikTok: Rosalia’s Motomami Study. Simposio internacional TikTok–Music–Cultures: Perspectives on the Study of Musicking Practices On and Through TikTok. Instituto de Musicología de la Universidad de Viena. Viena, Austria.
Pérez-Ordóñez, C. & Sosa Valcácer, A. (septiembre-octubre 2021). De los films festivals de los 70 a los aftermovies actuales: la influencia del audiovisual en la construcción del imaginario colectivo de los festivales de pop-rock. En M. de Aguilera (presidencia), I Congreso Internacional Fotocinema. Universidad de Málaga, Revista Fotocinema. Málaga, España.
Prey, R., Esteve Del Valle, M., & Zwerwer, L. (2022). Platform pop: disentangling Spotify’s intermediary role in the music industry. Information, Communication & Society, 25(1), 74-92. https://doi.org/10.1080/1369118X.2020.1761859
Polfuß, J. (2021). Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram. Journal of Digital & Social Media Marketing, 9(1), 53-67.
Qasem, Z. (2021). The effect of positive TRI traits on centennials adoption of try-on technology in the context of E-fashion retailing. International Journal of Information Management, 56, 102254. https://doi.org/10.1016/j.ijinfomgt.2020.102254.
Rach, M. (2021). The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok. En: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_4
Salo, J., Lankinen, M., & Mäntymäki, M. (2013). The use of social media for artist marketing: Music industry perspectives and consumer motivations. International Journal on Media Management, 15(1), 23-41. https://doi.org/10.1080/14241277.2012.755682
Sánchez-Amboage, E., Toural-Bran, C., Membiela-Pollán, M., y Crespo-Pereira, V. (2022). Short video content en la estrategia de marca. Análisis del uso de TikTok por el Museo del Prado. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication, 13(1), 331-344. https://www.doi.org/10.14198/MEDCOM.20836
Sánchez-Cobarro, P. de H., Molina-Castillo, F.-J., & Alcazar-Caceres, C. (2020). The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 513–524. http://dx.doi.org/10.3390/jtaer16030031
Santos, Z. R., Cheung, C. M., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457
Saragih, H. S. (2021). Mining and exploring electronic word-of-mouth from Twitter: case of the Java Jazz Festival. Journal of Hospitality and Tourism Technology, 12(2), 341-354. https://doi.org/10.1108/JHTT-03-2020-0067
Segura, C. (7 de diciembre de 2019). Rosalía, el mapa de los orígenes. El País. Recuperado de https://elpais.com/especiales/2019/rosalia/
Sharma, A. (2019). Consumer behaviour and centennials. En S. Shukla, K. Gupta, P. Bhardwaj (eds.) Marketing to Centennials in Digital World, (pp. 37–49). Greater Noida, India: Bazooka.
Sidorenko Bautista, P., Herranz de la Casa, J.M. y Moya Ruiz, A.S. (2021). Análisis de la comunicación de empresas europeas y norteamericanas en TikTok. aDResearch ESIC. 25(25), 106-123. https://doi.org/10.7263/adresic-025-06
Smith, D. P. Mills , S. (2019) The ‘youth-fullness’ of youth geographies: ‘coming of age’?, Children's Geographies, 17(1), 1-8, DOI: 10.1080/14733285.2018.1539701
Tan, S., Bu, J., Chen, C., Xu, B., Wang, C., & He, X. (2011). Using rich social media information for music recommendation via hypergraph model. ACM Transactions on Multimedia Computing, Communications, and Applications (TOMM), 7(1), 1-22. https://doi.org/10.1145/2037676.2037679
Terrasa Rico, M. (2021). El framing y la construcción de estrellato en la era digital. Estudio de caso: El mal querer de Rosalía en la prensa escrita española (2018-2020). Doxa Comunicación, 32, 381-404. https://doi.org/10.31921/doxacom.n32a18
Toscher, B. (2021). Resource Integration, Value Co-Creation, and Service-dominant Logic in Music Marketing: The Case of the TikTok Platform. International Journal of Music Business Research,10(1), 33-50. https://doi.org/10.2478/ijmbr-2021-0002
Turner, F. (2021). Aux sources de l'utopie numérique: de la contre-culture à la cyberculture, Stewart Brand, un homme d'influence. Caen: C & F Éditions.
Villacañas, J. (16 de abril de 2022). Rosalía prosigue como "una moto": su nuevo disco, 'Motomami', es #1 en ventas por tercera semana consecutiva. Cadena 100. Recuperado de https://www.cadena100.es/musica/noticias/rosalia-prosigue-como-una-moto-nuevo-disco-motomami-ventas-por-tercera-semana-disco-oro-20220416_2027362
Villena Alarcón, E., Fernández Torres, M. J., & Cristófol Rodríguez, C. (2020). La comunicación de las empresas de moda en TikTok: ASOS como caso de estudio. Redmarka. Revista de Marketing Aplicado, 24(2), 95-109. https://doi.org/10.17979/redma.2020.24.2.7071
Vizcaíno-Verdú, A., & Abidin, C. (2022). Music Challenge Memes on TikTok: Understanding In-Group Storytelling Videos. International Journal of Communication, 16, 1-26. https://ijoc.org/index.php/ijoc/article/view/18141
Vizcaíno-Verdú, A., & Aguaded, I. (2022). #ThisIsMeChallenge and Music for Empowerment of Marginalized Groups on TikTok. Media and Communication, Vol. 10-1, pp. 157–172. https://doi.org/10.17645/mac.v10i1.4715
We Are Social y Hootsuite (2020). Digital in 2020. Recuperado de https://wearesocial.com/es/blog/2020/01/digital-2020-espana/
Yin, R. (1994). Applications of case study research. Oaks, CA, Sage Publishing
Zeng, J., Schäfer, M.S., & Allgaier, J. (2020). Reposting “till Albert Einstein is TikTok famous”: the memetic construction of science on TikTok. International Journal of Communication, (15), 3216-3247. https://doi.org/10.5167/uzh-205429
Sección
Dossier