PERSONAL BRANDING AND IDENTITY STRATEGIES OF MUSICIANS IN THE DIGITAL AGE

Within the dynamics of the digital age, this study examines the personal branding processes of musicians from a multidimensional perspective. The structural transformation of the traditional music industry, driven by digitalization, has necessitated that artists stand out not only with their artistic productions but also with their individual brand identities. Thanks to digital platforms and social media channels, musicians can reach their audience directly without the need for traditional production and distribution channels, enabling them to independently construct their identities. In this context, personal branding has become one of the essential elements for maintaining a sustainable music career today. The study outlines the conceptual framework of personal branding and discusses its impact on musical success. Branding components such as digital identity construction, unique aesthetic understanding, storytelling, visual design, social media strategies, interaction with fan bases, and data-driven content production have been analyzed in detail. Additionally, case studies of Turkish artists such as Sezen Aksu, Tarkan, Ezhel, Aleyna Tilki, Ceza, and Sagopa Kajmer have been examined, offering insights into how these artists have built their brand identities. The research has been conducted using a descriptive research method, and a comprehensive evaluation has been made in light of academic sources, sectoral analyses, digital media reports, and the career stories of the artists. The findings show that musicians can make their branding sustainable not only through artistic production but also by establishing strong connections with their audience, managing their digital presence effectively, and developing a strategic communication approach. In the music industry, personal branding has become not just a choice but a necessary strategy for a successful and long-lasting career. In this regard, the study provides guidance to musicians on how to take advantage of the opportunities offered by the digital age and reveals ways to transform personal branding into both artistic and economic success.