The Role of Social Media in the Personal Branding of Ghanaian Musicians

Abstract

The phenomenon of personal branding has received a lot of attention and has increasingly been contested and debated. In an age where the internet has permeated several aspects of our lives, everything seems to be mediated. The evolution and resultant proliferation of social media has brought some changes to the processes of personal branding, affording individuals with direct tools to manage and promote their brands. This essay seeks to analyze the role of social media in the personal branding efforts of musicians in Ghana. The study will contribute to the scores of literatures on the subject by narrowing in on how musicians in Ghana use social media to boost their brands, and the various advantages that social media has been to their careers as well as their brands as celebrities. The study also seeks to explore, by way of analyzing their social media pages, exactly how they use social media to boost their brands. The study will also bring to the fore, the challenges regarding their use of social media for branding purposes. The study proposes a qualitative technique where ten individuals from the music industry will be interviewed, as well as the content of their social media pages qualitatively analyzed. The findings will augment existing literature and provide a useful insight regarding the nuances associated with social media personal branding among celebrities in Ghana.