Acciones Destinadas a la Consolidación de Artistas Musicales en Colombia: Branding y Posicionamiento

Abstract

The following scientific article analyzes the factors that determine the success of musical artists in Colombia from the perspectives of branding and positioning during the 2024–2026 period. Its main objective is to understand how brand building and digital marketing influence the recognition, positioning, and professional trajectories of established artists in the country, offering guidance for emerging artists seeking opportunities in the Colombian music market. The methodology employed is mixed, consisting of a nonexperimental, exploratory-comparative-descriptive study using multiple case studies. The results highlight the creation of a strategic tool: Artist Positioning Index (API), a resource that facilitates decision-making by integrating key variables for an artist’s positioning— defined as reach, trend, recognition, engagement, and career trajectory—which not only reflects the artist’s level of established status but also guides the development of differentiated strategies to enhance their relevance in the music market. The findings reveal that the success of musical artists in establishing themselves in the Colombian industry stems from a multidimensional process, in which each artist can excel in one or more of the proposed factors through strategic management, the use of digital tools, and the ability to create distinctive experiences in a highly competitive music market