The social media strategies of punk and metal bands on Instagram during the Covid-19 closures of live music venues in Melbourne

Bibliographic Data

ID14970525
AuthorsAl Marsden (0000-0003-3223-4381, MIT University, corresponding author)
Year2021
Volume21
Issue2
Pages165-172
Publication date2021-12-21
Open AccessNo
TypeARTICLE
VenuePerfect Beat (JOURNAL)
Journal identifiersISSN: 1038-2909 • E-ISSN: 1836-0343
PublisherEquinox Publishing (PUBLISHER • GB)
DOI10.1558/prbt.19369
OpenAlexW3215592222
LanguageEN
References cited14

The COVID-19 pandemic caused the closures of live music venues in Melbourne, Australia between March and November 2020. During this period, punk band Clowns and metal band Ocean Grove used the social media platform Instagram to engage their audiences and maintain their standing within their scene despite not being able to engage in regular activities such as live performance. This article analyses the strategies used by the bands, including fan engagement and dialogue, nostalgia for pre-pandemic times, and promotion and fundraising. When used in combination, these categories enabled the bands to solicit conversation from their fans, foster unity by reminiscing about previous successes, and promote merchandise and support organizations which mitigated the loss of income across the industry

Advertising · Art · Art history · Business · Conversation · Media studies · Political science · Politics · Public relations · Punk · Social media · Sociology · Visual arts · Communication · Digital Games and Media · History · Law · Music History and Culture · Radio, Podcasts, and Digital Media

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