Artist Branding: from a local event to international television format
Pekkala, Vy (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204296555
https://urn.fi/URN:NBN:fi:amk-202204296555
Tiivistelmä
The objective of this thesis was to explore the basics of branding an artist against the artistic journey and real-life experiences of an emerging Vietnamese-born artist. The thesis explored the building of the artist brand of the author over a period of several years. The knowledge on branding was studied and tested from a personal perspective. Finally, the findings of the study were used for creating a video toolkit for artist branding.
The theoretical framework consists of theories on branding in general followed by a more detailed discussion on personal branding and branding an artist. Three events relevant for the author´s artist brand development are presented: October Beatz concert, the Karaoke World Championship in Finland and The Voice of Finland.
The methodological approach of the study is qualitative. Ethnographic methods are used as basis for the study: auto-ethnography and netnography. Additionally, Hofstede´s cultural dimensions are used as foundation for the discussion. The author´s personal voice and performance coach was also interviewed for gaining further insights on artist branding in practice.
In conclusion, the findings suggest that attentive and careful planning based on professional knowledges is utterly important in positioning and branding an artist in the industry. The thesis also proposes some possible strategies and important elements to be considered in branding an artist. The thesis is aimed to help emerging artists who want to position themselves in the entertaining industry
The theoretical framework consists of theories on branding in general followed by a more detailed discussion on personal branding and branding an artist. Three events relevant for the author´s artist brand development are presented: October Beatz concert, the Karaoke World Championship in Finland and The Voice of Finland.
The methodological approach of the study is qualitative. Ethnographic methods are used as basis for the study: auto-ethnography and netnography. Additionally, Hofstede´s cultural dimensions are used as foundation for the discussion. The author´s personal voice and performance coach was also interviewed for gaining further insights on artist branding in practice.
In conclusion, the findings suggest that attentive and careful planning based on professional knowledges is utterly important in positioning and branding an artist in the industry. The thesis also proposes some possible strategies and important elements to be considered in branding an artist. The thesis is aimed to help emerging artists who want to position themselves in the entertaining industry