Musicians utilizing social media to increase brand awareness, further promote their brand and establish brand equity

This paper takes a look at how musicians and musical acts are utilizing and/or should be utilizing social media to increase brand awareness, further promote their brand and aid in establishing brand equity. Social media, along with the advent of digital file sharing, has dramatically affected the music industry and its once traditional institutionalized paradigm. This paper dives into the role social media plays in the ongoing evolution of the industry – it analyzes best practices, tools and applications that cater directly to the needs of musicians, how specific musical artist accounts should be operated and much more. ❧ In 2012, bands are no longer just bands, they’re brands, and social media plays an integral role in the branding process. The principal conclusion of this paper is that all musicians should STRATEGICALLY be engaging in social media to sustain and/or further their brand. The ultimate goal of this paper is provide valuable insight into how to successfully be strategic when using social media to brand and market a musical artist or act.

本研究探讨了音乐人与音乐演艺组合（musical acts）如何利用社交媒体，以及应当如何运用社交媒体提升品牌知名度、进一步推广自身品牌，并助力构建品牌资产（brand equity）。伴随数字文件共享技术的兴起，社交媒体已对音乐产业及其一度传统的制度化运营范式产生了颠覆性影响。本研究深入探析了社交媒体在该产业持续演进过程中所扮演的角色——本文分析了直接契合音乐人需求的最佳实践、工具与应用场景，以及特定音乐艺人账号的运营要点等诸多内容。

2012年，乐队早已不再仅仅是音乐组合，更是独立品牌，而社交媒体在品牌塑造全流程中发挥着不可或缺的作用。本研究的核心结论为：所有音乐人都应当战略性地投身社交媒体运营，以维系并进一步拓展自身品牌价值。本研究的最终目标是，为如何通过社交媒体对音乐艺人或演艺组合开展品牌塑造与营销推广的战略实践提供兼具参考性的专业洞见。