Estrategias de comunicación y difusión artística de las bandas pertenecientes a la escena independiente de la ciudad de Cuenca: La Madre Tirana e Ilaló

Abstract

The present investigation, is the argumentation of a research project to later analyze the communication strategies of two local bands "La Madre Tirana" and "Ilaló" of the city of Cuenca, the focus of the investigation covers the communicational part with a vision to the local musician, identifying their strategies as the image management and diffusion of their musical projects, therefore a series of recommendations and guidelines have been presented as improvements within their public communication and image in the virtual field. The qualitative methodology was used in this research, which is the one that best adapted to this study to analyze how the musician has seen the need to put into action his own communication strategies without the influence of an external agent that fulfills this function, at the same time it was evidenced that in a certain way short-term results were generated but a strategic and planned communication will bring better results in the long term, actors such as: as musicians, social communicator, cultural manager have been key to understand all the multidisciplinary work that the musician exercises to move forward a musical project as a result it was identified the use of self-taught communication tools that in the short term have worked to local bands.