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| Autor principal: | |
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| Formato: | Recurso digital |
| Lenguaje: | |
| Publicado: |
Zenodo
2020
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| Acceso en línea: | https://doi.org/10.5281/zenodo.17484668 |
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- <p>This essay explores how contemporary artists and entertainment brands no longer sell isolated songs or moments, but engineer entire “worlds” for audiences to inhabit — visual language, narrative mythology, live experience, merch, symbols, in-group rituals, and ongoing storylines across platforms. I describe this as a multiverse logic: fans are invited into an expandable narrative environment where music is one access point, not the whole product. Drawing on examples from pop music, fandom communities, experiential concerts, and cinematic/brand-style storytelling, I show how transmedia world-building turns audience attachment into a durable cultural economy. The argument is that this is not just marketing; it’s identity infrastructure. Fans aren’t just consuming content, they’re joining a fictional/affective ecosystem in which belonging, status, and participation themselves become monetizable. I close by suggesting that this shift changes how we should measure “success” in the music industry: not just streams, but depth of the inhabitable universe.</p>