VISIT ERODA
PROMOTIONAL TRANSMEDIA STORYTELLING FOR THE MUSIC INDUSTRY
Keywords:
Communication, Storytelling, Transmedia, Music Industry, Fan CultureAbstract
This case study discusses transmedia strategies, storytelling and fandoms as a target audience. The music industry presents specific possibilities and challenges when it comes to promotional transmedia storytelling. While a devoted target audience allow for intense engagement, a non-narrative product requires the employment of alternative storytelling resources. Visit Eroda, a campaign promoting British singer Harry Styles, is an example of effective use of narrative and conceptual expedients in a transmedia strategy.
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