| Abstract [eng] |
This work is dedicated to study the methods and instruments of creating the image for pop music performers. The process of creating an image is one part of artist management. Successful image of an artist leads to the long-term dissemination of the performer's work. Therefore, the strategy of image formation is a relevant practical issue in the music industry. This process should be viewed strategically. The strategy is developed taking into account internal and external factors. Internal factors: performer's identity, goals, desires, etc. External factors: competitor analysis, cultural and social context, specifics of the music genre, etc. The ability to develop a strategy for performer's activities is an important competence of the performer's manager. A strategic model for creating the image of a performer was developed on the basis of theoretical literature. The model can be used as a practical action plan for an artist or his team. In theoretical literature the term “image” is considered as a broad concept that includes the totality of opinions and associations of audience about the object. Most often, this concept is studied in such fields as economics, fashion, tourism, but at the moment this issue has not been sufficiently studied in the lithuanian music industry sector. The research part of this work is intended to examine the image creation strategies applied by professionals of the Lithuanian pop music industry. During the research, elements of strategies for the formation of the image of local pop music performers and the specifics of practice were studied. The research method is a qualitative structured individual interview with open questions for the industry experts. The analysis of the data collected during the research aims to provide answers to the main questions: 1. How is the image of the performer and his relationship with identity understood and evaluated in the Lithuanian pop music market? 2. What general trends and features of image creation strategies can be distinguished on the basis of the interviews conducted? 3. What are the strengths and disadvantages of the respondents' practices and how can these strategies be improved in comparison with the scientific literature and the strategic model of image-building? The result of the work showed that lithuanian music industry professionals use only part of the image creation methods presented in the theoretical part. There is a need to develop a strategic approach to the creation of the image by including its broader perception and additional elements of the image creation. |
