SINGERS ON SOCIAL MEDIA: A BRANDING STORY

Abstract

Purpose: Technological Advancement has increased Social media usage among internet users. People spend a lot of time on social media. Artists, actors, singers, entrepreneurs, chefs, and performers take advantage of this opportunity to turn these internet users into followers by self-branding on social media. This study explores the motives that inspire artists from the music industry for their active presence on social media. It also tries to identify the factors influencing their choice of a particular social media platform and how it contributes to their career growth.

Design/methodology/approach: This qualitative study uses the content analysis method. In-depth interviews of fifteen singers who are active on social media were conducted. A data visualisation tool was used for the analysis.

Findings – The study identifies that self-branding is the primary 'Motive' for being active on social media. The top three ‘Media’ choices include Facebook, Instagram, and YouTube. The 'Metamorphosis' reflects career growth; sharing the success stories of the singers is the third element of this study. Through these three M's (Motives, Media, Metamorphosis), the researcher studied how the correct platform of social media contributes to singers' self-branding and career growth.

Research limitations:  Considering this is a qualitative study, the focus was on the Singers' community; hence, the findings cannot be generalised. The research doesn’t speak about the difficulties faced by the singers in maintaining their brand.

Practical implications: The results of this study are useful for those who believe in self-branding through social media and will provide them with inputs about how to use it effectively. 

Social implications: The result of the study is beneficial in providing awareness about the importance of social media platforms in self-branding. Socially, academic research in social media branding highlights the vital need for education in this domain.

Originality/value: The results of this study are useful for those who believe in self-branding through social media and how to use it effectively.