New promotion strategies in the Cultural Industries. The launch of Rosalía's Motomami album on TikTok
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Published
30-11-2022
Cristina Pérez Ordóñez
Andrea Castro-Martínez
José Luis Torres-Martín
Abstract
Rosalía is one of today's great musical icons and has focused a large part of her communication efforts on social networks. This paper analyses the promotion on TikTok of her album Motomami through a mixed research. A visual and narrative analysis of the videos from the first reference of the project to the presentation concert is carried out and also a documentary review. Rosalía, in an innovative promotional strategy, has adopted the practices, visual resources and forms of production typical of the TikTokers, thus fostering a continuous dialogue with her followers.
How to Cite
Pérez Ordóñez, C., Castro-Martínez, A., & Torres-Martín, J. L. (2022). New promotion strategies in the Cultural Industries. The launch of Rosalía’s Motomami album on TikTok . ZER - Journal of Communication Studies, 27(53), 189–211. https://doi.org/10.1387/zer.23811
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Keywords
TikTok, Strategic Communication, Cultural industries, Music, Social Networks
References
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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
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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
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