Abstract

BARBERY-MONTOYA, Danny  and  CANDELL-DAVILA, Edward. Acciones del marketing para la promoción y creación de marca de artistas ecuatorianos. Acad. (Asunción) [online]. 2019, vol.6, n.1, pp.43-58. ISSN 2414-8938.  https://doi.org/10.30545/academo.2019.ene-jun.6.

Ecuadorian musicians seek space into the market by using different media without a prior marketing strategy; resulting in only, some have managed to position themselves in the mind of the consumer and even less the number of Ecuadorian musicians who have successfully internationalized. The problem lies in the ignorance of marketing strategies by the independent artist and the lack of specialists in the market who know a successful model to achieve the objectives that the artists want. Through an exploratory and conclusive descriptive study carried out through 384 surveys in six different universities into Guayaquil and four interviews with national musicians, an attempt was made to understand the use of media by the potential market for these musicians. The main result obtained from this study indicates that digital media becomes the best form of contact with the public. The authors establish a strategic communication model to ensure positive results in the artistic career of musicians based on three marketing tools that are presented as pillars in the music industry: personal branding, the media plan and promotion.

Keywords : Scenic artist; marketing; brand; behavior; consumer.

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