Creating a social media strategy for a classical guitarist : case David Cardenas

Abstract

The internet has transformed the ways in which humans socialize and conduct business over the past decades. These transformations have reshaped the music industry, and all the actors in the business have had to re-evaluate and update their knowledge on how to operate to succeed with their goals. The development of technology and social media opened new possibilities for independent musicians to develop successful careers with a do-it-yourself approach and a low budget without any support from big labels. How can a classical guitarist like myself develop and push his own career, generate awareness and sell his products and services with the help of online digital tools?

To answer this question, the existing literature on how to build a social media marketing strategy was consulted. In addition, some of the most successful existing similar musical projects in the market were studied and analyzed to observe the best practices and search for new opportunities. After analyzing these methods from the business and administration area, I chose the more relevant procedures for my case study and ordered them in a step-by-step new method to develop my own social media marketing strategy.

The result was a simplified and complete guided method with established procedures from the business and administration world for implementing a social media marketing strategy. From this point on, the author of this thesis will have a clear road map of how to approach and proceed to develop his career from an entrepreneurial and business perspective with clear goals. Apart from the benefits he will receive from having a strong online presence with a well-defined social media marketing strategy, teachers, musicians and students can use this thesis to apply the techniques illustrated here for their own purposes.