Social Media Marketing: Una oportunidad de generar identidad virtual para los actores de las músicas tradicionales colombianas.

Abstract

This project aims to discover how social media marketing contributes to position the virtual identity in the actors of traditional Colombian music, because consumption has changed significantly in the digital age; In our country, one of the circuits most affected has been that of traditional Colombian music since their dynamics are still linked to analogous processes and the lack of transmuting elements to the digital plane, has caused many indigenous musical products to be relegated to the growing digital rhythm strategies from abroad; A type of qualitative research was used with documentary methodology and a hermeneutical approach through which it was possible to obtain from the context of the traditional Colombian musician to the tools and elements for the creation of virtual identity that have led some artists to be success stories.