Digital Platform as a Communication Tool in Music Industry: a Case Study of Weverse

The current research focuses on the study of the digital platforms as a medium of communication between music artists and their audience. In particular, the study examines one of the most promising examples — Weverse, a South Korean social media platform, which is rapidly growing into a global fan platform. The purpose of this research is to analyze a new form of audience interaction with artists and a case of strong fan cohesion, which Weverse presents. The methodology includes qualitative methods of analysis, such as virtual ethnography, qualitative content analysis of user comments on Weverse, and in-depth interviews with the Weverse users. The result of the study outcomes to allocate the model of this new form of digital communication between the audience and the music brand, identify specific communication tools, that can be useful in other cases.