O uso de redes sociais por djs e produtores de música eletrônica: ações de marketing de relacionamento através do instagram e soundcloud

Abstract

This study sought to understand the ways DJs use social networks (Instagram and SoundCloud), taking as their unit of analysis the Instagram and SoundCloud pages of three Brazilian DJs: Blancah, Mila Journée and Ursound, analyzing a period of 24 months. of Instagram posts. Having analyzed the most commented post, the most liked and the most watched video in this period, as well as their numbers on both social networks and also interviewing them. For the treatment of Instagram data, we used the free tool InstagReader, an extension available for Excel, which allowed the choice of publications analyzed, for SoundCloud numbers was used only Excel. Interviews were conducted via Google Forms. The character of the research was exploratory. Data from social networks were analyzed quantitatively, while those from interviews were qualitatively analyzed through interpretative analysis. Several results were obtained, among them the concern of DJs to distance themselves from a commercial account, the contrast of European and Brazilian culture in the use of social networks in the most underground scene of electronic music. And also the way DJs relate to their audience, among other results. In the case of the studied DJs, everyone seeks to maintain a good relationship with their audience, following the interactions with the audience and seeking to be as natural and organic as possible on social networks.