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Don't fucking tell me what to do: En fallstudie på Robyn om personligt varumärkesbyggande i musikbranschen
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Don't fucking tell me what to do : A case study on Robyn about personal branding in the music industry (English)
Abstract [en]

Personal branding is a phenomenon of the 21th century, and the importance of it is growing bigger. We wanted to discover how the music artists are building their own personal brand, and for this we choose the successful Swedish artist Robyn as our case study object. The study is based on interviews with Robyn’s stylist and choreographer Maria Decida Walhberg, the professor and expert in personal branding Ingalilla Holmberg and published media with and about Robyn. Our conclusion is that Robyn has based her personal brand on her own true personality. When she started her own record label in 2004, everything changed. Every decision regarding her work became entirely up to her, and she took control over her creative process. Robyn has a lot of experience and knowledge about the music industry since her music career started as early as the age of 16. This knowledge, combined with creative freedom and honesty, are according to us some of the main reasons for her success. Robyn shows that to become a great music artist it is important to work with people who all share the same goals and values. She also shows that a personal brand should be built with genuineness, over long time and does not have to contain the artists whole private life to become successful. 

Place, publisher, year, edition, pages
2011. , p. 50
Keywords [en]
personal branding, Robyn, marketing strategies, music business, identity, image, communication
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-12560OAI: oai:DiVA.org:lnu-12560DiVA, id: diva2:423356
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-20 Created: 2011-06-15 Last updated: 2011-06-20Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf