De Honório para o mundo: uma análise das estratégias de sucesso da artista Anitta

Abstract

With the evolution of the music and industrial market that makes artists increasingly into brands, the objective of the present work is to analyze the career of singer Larissa de Macedo Machado, Anitta, from the perspective of advertising communication, identifying in her trajectory the main strategies that helped to build the Anitta phenomenon. The study begins with the methodology of exploratory bibliographic research; after that, a documentary research was carried out, using news, articles on websites, content from television programs and social networks, which resulted in a case study of the artist's trajectory. The results show that the use of strategies such as: the performance of gestures, orality and scenery by Thiago Soares, as well as the concepts of communication transformations by Walter Longo and Rogério Covaleski, provided the identification of strategies used by the singer. With a well-structured marketing plan and career, the Brazilian has reached unprecedented numbers and thus conquers the international music market, all this through the construction of its own media and innovation.