Sound branding: ad libs como estratégia de construção de marca através da música

Abstract

The aim of this work is to identify what role ad libs play in building an artist's brand, in this case a musician, from a strategic perspective. To do this, it relates music to concepts of brand, branding, sound branding, personal branding, as well as concepts from neuroscience, memory and cultural studies. The research aims to fill gaps in knowledge on the subject, contributing to the expansion of existing knowledge, in order to analyze aesthetic and emotional assumptions related to music from a strategic perspective of using ad libs to identify musicians, building and/or expanding their brand. The methodology involved bibliographical and exploratory research, as well as a documentary analysis of three tracks from the album ÉTPM by the artist Jovem Dex. The results of the research show that the use of ad libs as a brandbuilding tool is a vast and dynamic field that has been little studied and which offers great opportunities for contemporary musicians.