Osobno brendiranje u glazbenoj industriji na primjeru Olivera Dragojevića

professional thesis

• Title (english): Personal branding in the music industry using the example of Oliver Dragojević
• Author: Matija Vojvodić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Marijana Grbeša Zenzerović (član povjerenstva)
• Committee member: Ivan Tanta (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-10-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Osobno brendiranje i samopromocija u današnjem društvu postala je condicio sine qua non za sve koji se žele izdvojiti od konkurencije, istaknuti svoje kvalitete te uspjeti u određenom području profesionalnog života. Ovo osobito vrijedi za one koji se žele okušati i uspjeti u showbusinessu kao što su pjevači ili glumci.
Međutim, postoje i oni čiji se osobni brend i izgradnja istog razlikuje u metodama, pristupu i samom imidžu koji predstavljaju javnosti. Radi se o uspješnim ''zvijezdama'' koje su svoj imidž izgradile na svojevrsnoj autentičnosti i spontanosti, a ne na sustavnom promišljanju i marketinškoj strategiji te su tijekom godina uspjeli izgraditi ime koje je zapisano u srca generacija. Ovaj rad bavi se upravo takvim primjerom brenda – Oliverom Dragojevićem.
Obradit će se tema osobnog brendiranja na primjeru „kozmičkog Dalmatinca“, kako ga je nazvao Dražen Vrdoljak. Za Olivera Dragojevića mogli bismo reći da je primjer uspješnog nesustavnog i neplanskog brendiranja. Postoji li osoba u Hrvatskoj, a i šire, koja nije čula za Olivera i koja ne zna barem poneki stih njegovih pjesama?
Obrađuje se i teoretska pozadina osobnog brendiranja i stvaranja imidža u javnosti te postulate stvaranja osobnog brenda specifično u glazbenoj industriji. Također, govori o životu Olivera Dragojevića te prati razvoj njegovog osobnog brenda i slike u javnosti tijekom različitih razdoblja njegovog života.
Usporedno s razvojem brenda i karijere Olivera, razvijali su se i drugi glazbenici i umjetnici slični njemu u pogledu karijernog razvoja i osobnog života, što je imalo utjecaj na razvoj njegovog brenda. Rad prikazuje razvoj brenda umjetnika u svijetu kod kojih se pojavljuju elementi karijernog razvoja i brenda slični onima koje prepoznajemo u Oliveru.

Abstract (english)

Personal branding and self-promotion have become a conditio sine qua non in today's society for those who wish to stand out from the competition, highlight their qualities, and succeed in a specific professional field. This is particularly true for those who aim to venture into and succeed in the show business, such as singers or actors.
However, there are also individuals whose personal brand and its development differ in methods, approach, and the image they present to the public. These are successful "stars" who have built their image on a certain authenticity and spontaneity, rather than systematic planning and marketing strategy. Over the years, they have managed to establish a name that is engraved in the hearts of generations. This work focuses precisely on such a brand example – Oliver Dragojević.
The theme of personal branding will be explored using the example of the "cosmic Dalmatian," as coined by Dražen Vrdoljak. For Oliver Dragojević, we could say he is an example of successful unsystematic and unplanned branding. Is there a person in Croatia, and even beyond, who hasn't heard of Oliver and who doesn't know at least a few lines from his songs?
The theoretical background of personal branding and image creation in the public sphere will also be addressed, along with the postulates of creating a personal brand specifically in the music industry. Additionally, it delves into the life of Oliver Dragojević, tracing the evolution of his personal brand and public image throughout different periods of his life.
Parallel to the development of Oliver's brand and career, other musicians and artists similar to him in terms of career development and personal life have also evolved, influencing the development of his brand. The paper illustrates the brand development of artists in the world where elements of career development and branding similar to those recognized in Oliver are present.

• Keywords: brendiranje; osobni brend; glazba; Oliver Dragojević
• Keywords (english): branding; personal brand; music; Oliver Dragojević
• Language: croatian
• URN:NBN: urn:nbn:hr:114:625795
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-12-18 09:47:08