Proyecto de difusión digital de música de bandas independientes de Cuenca

Abstract

Nowadays, Music industry needs to constantly evolve alongside digital environment changes to accomplish impact on their audiences. In this context, digital communication plays a fundamental role for cultural actors to broadcast their projects through online channels. The following Bachelor Final Project was executed with the purpose of leveraging digital broadcast of the music of independent bands from Cuenca-Ecuador “Zura” and “Majareta” through the development of communication strategies and tools to promote their music. To measure the impact of this plan, the following research methodologies were used: Non-participant observation, direct observation, and interviews. The result of this study was positive, reaffirming the importance of using strategically planned digital communication tools to promote the musical catalog of bands within the digital environment.