Research On Artist Brand Building Under The Influence Of Chinese Social Media

The development of social media brings opportunities for the rise of individual brands,and its interactive communication structure has changed the path of one-way communication in era of traditional media,which also influenced the ways and means of Becoming Artists.Compared with Western artists,Chinese artists generally do not have the awareness of branding,and their thinking is still stuck in the traditional media era,with only few cases of creating personal brands by taking the chance of social media dividends.In the context of more than 3 billion social media users worldwide,based on the theory of communication,psychology,science and marketing,with case analysis,literature synthesis and interdisciplinary research methods,ranging from artist brand creation,brand communication and management,and brand marketing,this paper discusses how artists can build their own brands and turn them into business values in the age of social media.The quality and artistic value of the artwork are the foundation of brand building,and the style of the work,the needs of the target audience and artists' personal values and visions determine the vitality of the brand.Artists should be sincere in their creation,combining their own personality and brand style into one integrity,working out a clear strategic goal,considering their personal goals,existing conditions and their core expertise.Through high-quality content production,positive response to social distribution and effective community management to create a powerful brand,combining with word-of-mouth marketing,story packaging,manufacturing scarcity and multi-channel cooperation marketing strategies to transform influence into economic benefits.Art managers in the age of social media can participate in the construction of artists' brands as brand operators,who should have a complex competency structure and complete artistic values,being able to use the double-edged sword of social media to build outstanding artists into classic brands,and contribute to the development of the art market.