Personal Branding in the Classical Music Industry in the Age of Social Media
Year: 2025
Type: article
Abstract: This article explores personal branding in classical music through the lens of digital media, focusing on self-representation, communication, and visibility. Based on semi-structured interviews with 16 professionals from the industry, it reveals that personal branding is vital yet unevenly practiced. Social media play an ambivalent role, offering both opportunities and challenges. Network-building emerges as key to career development and audience growth. The dual function of branding, as a career and audience tool, is emphasized. Findings offer insights for musicians, cultural organizations, and researchers.
Source: ESSACHESS/Essachess
DOI: 10.21409/t16x-xb29
Authors: MARKOVIĆ, Božena, DABO, Krešimir
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7108732521
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