ESTRATEGIAS BASADAS EN EL MARKETING MUSICAL PARA EL POSICIONAMIENTO DE UN ARTISTA INDEPENDIENTE EN VENEZUELA

Abstract

From the modern era, in the music industry as in any market, we seek to create strategies that protect the investment, optimize the visibility of the product or service and position it in the mind of the consumer. That is why the present research aims to develop strategies based on music marketing in order to optimize the positioning of an independent artist in the Venezuelan market. Methodologically, the approach of this study is framed in a non-experimental field research, under the modality of feasible project, with support in documentary sources. As data collection techniques and instruments, the surveys and the interview were used, the instruments were the questionnaire and the interview guide. The methodological procedure was developed in three phases, which are related to the specific objectives; diagnose the situation regarding positioning of an independent artist in Venezuela, identify the weaknesses, strengths, opportunities and threats of an independent artist in Venezuela and design musical marketing strategies to improve the positioning of an independent artist. Among the results obtained, the managerial, competitive and human talent capacities were evaluated according to their impact on weaknesses and strengths. It is concluded that the proposed strategies will provide independent artist Joufel Vegas with a strategic vision that allows him to present his work in an assertive manner to a target audience and awaken that preference on the part of the population thus fulfilling the general objective of this project.