Las microcelebridades musicales y TikTok en la promoción digital musicalel caso de Blanca Vergara

  1. Lourdes Gallardo Hurtado 1
  2. David Selva-Ruiz 1
  1. 1 Universidad de Cádiz
    info
    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

    Geographic location of the organization Universidad de Cádiz
Journal:
Icono14

ISSN: 1697-8293

Year of publication: 2024

Issue Title: LTE1- Expresiones de Odio. LTE2-Branding y prescriptores de marca online

Volume: 22

Issue: 1

Type: Article

DOI: 10.7195/RI14.V22I2.2100 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Icono14

Abstract

The case of Blanca Vergara is analyzed as a successful artist who, through the practice of microcelebrity and the strategic use of TikTok, creates her own musical career in a self-produced way and outside the music industry since 2020, being a pioneer in the use of TikTok as a space for musical promotion in Spain. The essential elements of her career and her strategic use of TikTok are analyzed in order to understand the success of her career and the change in the generation of online attention. An exploratory design is established, and the case study method is used with a mixed design consisting of a structured interview with the artist, a quantitative analysis in social media and a discourse analysis. The results indicate that the artist creates a brand universe and musical product with a great capacity for connection. Secondly, she carries out a discourse of authenticity based on the self-revelation of the private, while there is little prescriptive function. Thirdly, it has a community of fans that gives it authenticity and visibility to the project, with whom it maintains a close relationship as if it were a friend. Finally, she uses TikTok as the main communication space where she can develop this authenticity through natural and amateur content, as well as giving greater visibility to her musical project.

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