Comunicación promocional en la difusión de música independiente de interpretes ambateños

Abstract

The objective of the present study is to analyze a socio-cultural phenomenon, to evaluate the promotional communication and its relation to the development of independent music by performers from Ambato, by conducting interviews with musicians that have a several years of experience, as well as musicians who have started their careers. Using investigative antecedents and a referential theoretical frame, the theories and knowledge of each one of the variable were strengthened, by classifying the line of study, the obstacles and inconveniences of the musicians from Ambato were manifested, through a qualitative approach, based on this, the use of life stories is the technique through which information was collected from those directly involved in the study subject, whose purpose is to find the key issues that allow us to know why there are limitations on this issue. Concluding that, the national and local music market is limited on its diffusion, because the economic investment required to manage and maintain their artistic development, and lack of financial resources, it prevents the realization of its musical productions, as well as the promotion and diffusion of them. Taking into account the results of this project, it intends to use the viral marketing as a solution strategy, specifically the "BOCA A DIGITAL MOUTH", reaching a snowball effect that allows the increase of followers and expand the target audience, without requiring an economic investment by the independent musicians of Ambato or his followers.