Osobno brendiranje u glazbenoj industriji - studija slučaja Taylor Swift

master's thesis

• Title (english): Personal branding in the music industry - a case study of Taylor Swift
• Author: Stella Crnobrnja
• Mentor: Božo Skoko (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Nensi Blažević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

U ovom diplomskom radu istražuje se fenomen osobnog brendiranja kroz studiju slučaja Taylor Swift, jedne od najpoznatijih i najuspješnijih glazbenica današnjice. Analiza obuhvaća ključne komponente njezinog brendiranja: autentičnost, inovaciju i marketinške kampanje. Kroz istraživanje sadržaja Billboard članaka iz 2023. godine, Instagram objava na službenom profilu Taylor Swift te anketu percepcije obožavatelja, rad pokazuje kako Swift gradi svoj osobni brend i kako njene strategije doprinose njezinom dugoročnom uspjehu. Poseban naglasak stavljen je na njezine ponovne snimke albuma "Taylor's Version" i Eras Tour, koji su postali globalni fenomeni. Također se razmatra utjecaj Taylor Swift na promjene unutar glazbene industrije te kako se uspoređuje s drugim utjecajnim ženskim glazbenicama poput Beyoncé. Zaključak rada ističe važnost autentičnosti, inovacije i strateškog marketinga u izgradnji uspješnog osobnog brenda.

Abstract (english)

This thesis explores the phenomenon of personal branding through a case study of Taylor Swift, one of the most renowned and successful musicians today. The analysis covers key components of her branding: authenticity, innovation, and marketing campaigns. By examining content from Billboard articles in 2023, Instagram posts on Taylor Swift's official profile, and a fan perception survey, the paper demonstrates how Swift builds her personal brand and how her strategies contribute to her long-term success. Special emphasis is placed on her re-recorded albums "Taylor's Version" and the Eras Tour, which have become global phenomena. The study also considers Taylor Swift's impact on changes within the music industry and how she compares to other influential female musicians like Beyoncé. The conclusion highlights the importance of authenticity, innovation, and strategic marketing in building a successful personal brand.

• Keywords: Taylor Swift; osobno brendiranje; glazbena industrija; "Taylor's Version"; Eras Tour; Billboard; Instagram
• Keywords (english): Taylor Swift; personal branding; "Taylor's Version"; Eras Tour; Billboard; Instagram; music industry
• Language: croatian
• URN:NBN: urn:nbn:hr:114:163197
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-09 13:22:51