Formation of the musician's personal brand on social networks (using the example of P. Drangi and A. Vorobyov)

Abstract

We considered the problem of formation of personal brand through content of social networks. Based on modern works on personal branding and classification proposed by image-making specialists, we considered strategies and technologies for creating a personal brand by two creative personalities in a comparative aspect: P. Drangoy and A. Vorobyov. We understood a personal brand as a complex of images and associations that is actualized in the minds of people when mentioning the name of a certain person. We modeled P. Drangi and A. Vorobyov's personal brands by determining the competencies, standards and style that they broadcast in the Internet space; key image characteristics of both artists are analyzed, we considered image in four dimensions: visual, verbal, context and event. We used the comparative analysis method and the content analysis method as the basic ones. The material for the study was content posted by musicians on personal official pages on social networks. The appeal to this content made it possible to determine the general in building the image of the star of the modern scene, taking into account the individual characteristics of each musician. In conclusion, we made the conclusion about the ability of an account on a social network to influence the artist's image, his concert activity and career trajectory.