Transmedia Storytelling as a Promotional Instrument for Musical Projects

Student: Tolokonnikov Ivan

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2016

The research is related to sphere of promotion and advertising. The project proposal intends to cover the use of Transmedia Storytelling technology in the musical projects’ promotion. The key objective is to identify if TS is a viable technology for musical project’s promotion. The theoretical and practical methods used in the research are used to define the musical project as a commercial product, to prove that the musical project can be seen as a brand, to reveal the role of the TS in brand loyalty cultivation and to perform the analysis of the efficiency of use of TS as a promotional tool for musical project “psypad”. Content analysis, comparative analysis and the expert interview were selected to achieve these goals. As a practical part of the research, the real promotional campaigns will be reviewed. The results anticipated could highlight the benefits of using the TS technology in the musical project’s promotional campaign.

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