Personal Branding in the Classical Music Industry in the Age of Social Media

This article explores personal branding in classical music through the lens of digital media, focusing on self-representation, communication, and visibility. Based on semi-structured interviews with 16 professionals from the industry, it reveals that personal branding is vital yet unevenly practiced. Social media play an ambivalent role, offering both opportunities and challenges. Network-building emerges as key to career development and audience growth. The dual function of branding, as a career and audience tool, is emphasized. Findings offer insights for musicians, cultural organizations, and researchers.