Marketing artístico para el posicionamiento de las agrupaciones musicales afiliadas a la casa de la cultura núcleo de Chimborazo

Abstract

In Riobamba, the Casa de la Cultura Núcleo de Chimborazo is central in promoting local artistic expression, especially in music. However, the lack of specialized marketing techniques tailored to the needs of musical groups has resulted in a decrease in their visibility and reach, leading to low attendance at events and minimal interaction with local music production. Therefore, this research aimed to design artistic marketing strategies to improve the positioning of musical groups affiliated with the Casa de la Cultura Núcleo Benjamín Carrión de Chimborazo. The implemented methodology had a mixed approach with a descriptive scope, using a non-experimental cross-sectional design since no variables were manipulated during the study conducted over a specific period. Field research was carried out to obtain information through techniques such as surveys and interviews using respective instruments. The results were analyzed using the deductive method. Through this methodology, it was determined that the most efficient strategies focus on Guerrilla Marketing, Content Marketing on social media, Strategic Alliances, events, and sponsorships, as well as ATL and BTL strategies. Additionally, respondents agreed that social media presence and proper use of communication strategies do influence their attendance at concerts. An in-depth understanding of the theoretical foundations of artistic marketing was achieved, allowing the design of strategies tailored to the needs of local musical groups, focusing on ATL and BTL, Guerrilla Marketing, and digital media strategies aimed at improving visibility and emotional connection with the public through experiential content.