Na batida da fama: construção e manutenção de relacionamentos entre fãs e personalidades da indústria musical na esfera digital

Abstract

The rise of interactions through social networks launches new challenges to companies and personalities in the interaction and relationship with their audiences. This is no different in the segment of the music industry, where fans use these means to follow and get closer to artists. Considering that, this undergraduate final project present aims to analyze which strategies are used by personalities in the music industry to build and maintain relationships with their fans, through social networks. Through the theoretical reference, themes related to the music market, fan expectations regarding the relationship and communication and digital interactions in the 21st century are presented. To analyze the work, the case study of the band Atitude 67 was used, where through a triangulation of data it was used the netnographic analysis and an in-depth interview with the fan club and public relations advisory of the band. After collecting and transcribing interviews, the data were analyzed allowing to identify some of the expectations that fans have in this online interaction, as well as the strategies used by the band to promote rapprochement and relationship. [resumo fornecido pelo autor]