Nuevas estrategias de promoción en las Industrias Culturales. El lanzamiento en TikTok del álbum Motomami de Rosalía
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Publicado
30-11-2022
Cristina Pérez Ordóñez
Universidad de Málaga
Andrea Castro-Martínez
Universidad de Málaga
José Luis Torres-Martín
Universidad de Málaga
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, 27(53), 189–211. https://doi.org/10.1387/zer.23811
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Keywords
TikTok, Comunicación Estratégica, Industrias Culturales, Música, Redes Sociales
References
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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.
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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
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