Engajamento underground: como bandas independentes se apropriam do marketing digital para fidelizar seu público

Abstract

The objective of this work is to identify how independent bands can over the internet to appropriate digital marketing strategies to promote their work, find an interactive communication channel and further engage its audience to participate in their projects. This work reflects on the changes that cyberculture is causing the music industry through the distribution of digital music, and on the concepts of social networking sites, the culture of convergence, niche markets and digital marketing. Then, begins the articulation of these concepts by the case study of two independent bands, Forfun of Rio de Janeiro and Apanhador Só of Porto Alegre, in order to understand how they use the internet and social networks to keep a channel interactive communication with your audience. After analyzing the official websites and pages on social networks of the bands that make up the case study, it is concluded that these can be efficient means of communication with your audience and distribution of their works if properly used basic principles of marketing strategies digital for organizing their websites and communication planning in social networks.