THE IMPACT OF VISUAL MARKETING TOOLS ON FORMATION OF PERSONAL DJ BRAND

DOI: 10.31673/2415-8089.2024.010404

Abstract

The goal of this article is justification of theoretical and methodical basis for the formation of personal DJ brand and development of practical recommendations with applying visual marketing tools of identification. Consequently, for the set goal were defined tasks aimed to its achievement: the essence of notion “personal brand” was discovered; the specific of formation of DJ brand and DJing market was studied; main DJ types were defined; the personal DJ brand model was formed; basic stages of applying visual marketing tools of identification were distinguished.
On the one hand, DJing is a form of artistic expression and is related to other types of art, such as live music and performance. On the other hand, DJs use innovation technologies, most modern software and controllers to create unique mixes. Combination of art and technologies with large-scale projects has determined appearance of seven most spread DJ types at the up-to-date market including: Bedroom DJ, Music Producer, Superstar DJ, Club DJ, Mobile DJ, Scratch DJ and Radio DJ.
Proposed the personal DJ brand formation model containing a combination of elements of models «6W» and «Unilever Brand Key» adjusted and completed according to DJing specificity. The key elements of the model are a DJ’s personal features and accompanying characteristics relating to a definite performance, which help the audience to decide on attending an event with his participation. The modal elements are determined by replies to questions: Who? What? Why? When? Where? Which? The second level of a personal brand is further formed taking into account defined uniqueness, values and individual features, trust and loyalty levels, customer requirements and wishes. The mentioned characteristics are completed by analysis of a target audience, evaluation of competitive environment and study of marketing trends in branding and DJing.
Distinguished the basic stages of applying visual marketing tools of DJ identification from detailed personality analysis, a master level, musical preferences to brand popularization among a target audience and society as a whole. Consequent implementation of these four stages will help to create successful visualization of a personal DJ brand reducing potential reputational risks and increasing success of musical activity.

Key words: brand, DJ, marketing, development, branding, DJing, personal brand, visual tools, marketing tools, formation of personal brand.

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