Personal Branding in the Classical Music Industry in the Age of Social Media

Abstract

This article explores personal branding in classical music through the lens of digital media, focusing on self-representation, communication, and visibility. Based on semi-structured interviews with 16 professionals from the industry, it reveals that personal branding is vital yet unevenly practiced. Social media play an ambivalent role, offering both opportunities and challenges. Network-building emerges as key to career development and audience growth. The dual function of branding, as a career and audience tool, is emphasized. Findings offer insights for musicians, cultural organizations, and researchers.