Marketing artístico para la promoción del grupo musical “Visforce” de la ciudad de Riobamba

Abstract

The research focuses on the development of an artistic marketing plan for the promotion of the musical group "VISFORCE" in Riobamba Ecuador. The fundamental premise is that arts marketing plays a crucial role in the success and visibility of emerging talents in today's music industry. Riobamba through its cultural diversity and thriving music scene is shown as a favorable environment to promote this musical group. The research is based on solid theoretical principles of music marketing and promotion, as well as an understanding of the dynamics of the current music market. Specific strategies are proposed to connect with the local audience, using research methods such as interviews with artistic marketing experts and surveys directed at the target audience. The main objective is to identify the most effective strategies to promote this band in the Riobamba market. This involves designing customized strategies that take into account the unique characteristics of the local market and audience preferences. The focus is not only limited to increasing the visibility and recognition of the musical group, but also to establish a meaningful connection with the community and encourage continued support for their music. Among the challenges identified is the lack of knowledge and experience in artistic marketing strategies, which makes it difficult to effectively promote the group. The proposed action plan includes various strategies, such as advertising on YouTube and social networks, crowdfunding campaigns, collaborations with other artists, storytelling, participation in music platforms and specialized training in music marketing. Each strategy has specific objectives, assigned managers, start and end dates, and control mechanisms to evaluate its effectiveness, overcoming the challenges inherent to music marketing and achieving greater visibility and success in the Riobamba market.