Branding The Beat: A Study on the Electronic Music Community in Lisbon

Abstract

The electronic music community in Lisbon has experienced significant growth and transformation over the years, becoming an influential part of the city's nightlife and cultural scene. This community is characterized by a vibrant mix of artists, DJs, promoters, and fans who share a passion for electronic music and its associated subcultures. While previous research has explored various aspects of branding, consumer-brand relationships, brand personality, and the role of social media in branding, there is limited understanding of how these concepts apply to managing brands in the electronic music community. This thesis aims to explore the role of branding practices, community dynamics, and culture in shaping the electronic music community in Lisbon. This thesis adopted a qualitative approach to this topic. 5 semi-structured in-depth interviews with community insiders were conducted, while a netnographic study of 20 influential Instagram profiles was done to gather results. The findings of this study can be organized into two main categories: branding & marketing, and community. The Lisbon electronic music community prioritizes authenticity, connection, and organic brand development rather than intentional marketing strategies. Community dynamics involve power imbalances, connections, and continuous evolution. The culture is centered around enjoyment, expression, and connection, leading to a collaborative mindset among artists. The Lisbon electronic music community focuses on authenticity and organic brand development, with social media playing a crucial role in promoting events. Community dynamics involve power imbalances and resistance to mainstream culture, fostering collaboration and unique identities among artists.