The Practice of Microcelebrity as a Strategy for the Development of a Musical Career through the Case of Gio Bermejo

Abstract

This article analyzes the case of Gio Bermejo as an example of an artist who moves away from traditional methods of musical creation and promotion, opting for strategies typical of the digital environment, specifically, for the practice of musical microcelebrity. For this purpose, we examine, on the one hand, the strategic elements in the communication that Gio Bermejo uses to develop his musical career. On the other hand, the use he makes of the potentialities and strategies of digital platforms is observed. An exploratory methodology that combines bibliographic analysis, structured interview with the artist and a qualitative analysis in social networks is carried out. Bermejo creates a recognizable brand associated with the fifties and carries out a strategy based on the discourse of authenticity that emphasizes the self-revelation of the private and the creation of parasocial relationships with his fandom.