Abstract:
This Master's Thesis investigates the personal branding strategies and motivations of hiphop/rap artists in Bosnia and Herzegovina. Through interviews with five artists, including Shtela, Bogi, Frenkie, Danza, and Kontra, the study explores key themes in their personal branding approaches. Authenticity and differentiation emerge as vital elements, with a focus on presenting one's true self and establishing a unique identity. Core branding elements, particularly the product – music, are highlighted as essential for connecting with the audience. The significance of relatability, consistency, and personal drive in branding efforts is further emphasized. Social media platforms, like Instagram and TikTok, play a crucial role in brand promotion, enabling artists to showcase talent and engage authentically. Strategic platform selection, content quality, networking, collaborations, and brand partnerships are identified as rather important factors. The influence of role models, authenticity, and individuality on personal brand inspiration is explored. Overall, this Master’s Thesis contributes to the existing literature by offering insights into personal branding strategies in the hip-hop/rap industry and provides theoretical and practical guidance for aspiring hip-hop/rap artists in building their
personal brands in the ever-evolving music industry.
