Success of Personal Brand in Music Industry

Student: Savelev Fedor

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

In modern society, the rap industry is flourishing more and more. Every year around the world there is a huge number of new artists who are trying to gain popularity and become popular artists. The purpose of this study is to research the brand creation in music industry and more precisely in rap music industry in Russia and evaluation of key aspects of brand identity which can help the artist make the process of creating of his brand more successful. This work is a study of the success of a personal brand in the music industry (through the rap industry) which is aimed at developing a model for determining the level of success of a personal brand. For this, the main criteria that influence the success of a personal brand were found, a regression model was calculated and a success model was developed.

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