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Branding The Beat: A Study on the Electronic Music Community in Lisbon
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| 1.39 MB | Adobe PDF |
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Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Branding music community cultural dynamics digital marketing netnography Lisbon music scene electronic music SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure