Welcome to the DCC: uma análise sobre as estratégias de divulgação do álbum Dead Club City no Instagram

Abstract

This study analyzes the digital communication of the band Nothing But Thieves, related to their fourth studio album, Dead Club City, on Instagram, based on the application of visual communication, marketing and neuromarketing techniques. Through descriptive qualitative research, in the form of a case study, a compilation of 22 publications from the band's Instagram, chosen arbitrarily, was analyzed within na 11-month period of the release of the first version of the album, with the aim of answering the question: what are the strategies for promoting the album Dead Club City on Instagram? In addition, the band's profile on this social media was analyzed in general, along with a direct messaging channel that the group uses on the platform. The evaluation carried out on the band's social network revealed the existence of promotion strategies based on essential concepts of digital marketing, neuromarketing and visual communication, and showed that some tactics converge with methods used by reference artists, which contribute to the construction of a concise brand in the imagination of Nothing But Thieves fans.