BRANDING OPERA SINGERS USING SOCIAL MEDIA

Delving into the importance of a performing artist's social media presence, this thesis explores branding opera singers by consistently evoking an archetype through branded content. The result will likely increase their social equity and could yield financial gain for promoters, agents, and artists. For a complete copy of this emerging research, contact Jonathan directly. This thesis was written for the Master of Arts degree in cultural policy and management at City, University of London.

ABSTRACT

The overall aim of this research is to examine how opera singers communicate their personal brand through social media so that their social equity increases.  It aims to identify a theoretical framework that outlines the connection between social media, relationship marketing, and branding; to assess artist-to-fan engagement using the social metric framework of outreach and influence; and to provide insight into this emerging field of study by supplying recommendations and a contribution to knowledge.

 Opera singers Joyce DiDonato and Noah Stewart are examined via case studies on their use of branded content and fan engagement using three social media platforms: Facebook, Twitter, and YouTube.  Specifically, the methodology looks at the social media content as it relates to the singer’s brand archetype and the overall outreach/influence linking artist-to-fan.

The results displayed both Noah and Joyce releasing content that aligned with their brand archetype and propelled fans to engage with it.  However, it would behoove Joyce to follow Noah’s model for interaction.  Overall, both singers have strong social platforms with solid content, but need to frequently produce more of it.

Finally, a contribution to knowledge is made examining two current opera singers using social media to boost their social equity.  Similar techniques from these singers’ digital brands can be applied to other opera singers for their benefit and social growth.