Fortalecimento de identidade no universo do RAP: a obra do artista musical BK' pela visão do branding pessoal

Abstract

The present study aims to understand how personal branding can strengthen the discourse present in songs by contemporary rap artists. It is organized by initially presenting a theoretical basis, which comprises a chapter that discusses the importance of hip hop culture, highlighting the concept of rap, its role and trajectory as a musical genre and its understanding as a type of discourse that gives voice and awareness to minorities, especially through literacy. Rap in the Brazilian context is also approached, presenting musical artists who contributed to its consolidation in the country. A chapter on personal branding is also developed, establishing relationships between conceptualizations coming from personal branding and the rap universe. The study culminates with a single case study that brings a close look at the work of Brazilian rapper BK', from the perspective of personal branding. For this construction, the methodology used brings an exploratory- qualitative research, which has initial support from bibliographical research, in order to understand the existing relationships between the musical discourse of the rapper BK' and his personal branding. By the end of this research it is possible to understand in a deeper way how the personal branding in the music area, especially in a rapper's case, acts strengthening a discourse based on literacy and which plays an important role in representing resistance against inequality in the society we live in. It needs to be genuine, in line with the songs. The guidelines defended in literacy need to be with a personal branding, and this aspect is fundamental for the strengthening of a rap artist's discourse. [resumo fornecido pelo autor]