Visual motifs and intertextuality of popular music in transmedia ecosystem: the visual album C. Tangana's El Madrileño
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Abstract
The contemporary context of cultural production is characterized by a maximum aesthetic hybridization and is a consequence of a greater audiovisual interrelation that prioritizes intertextual, intermediate and immersive experiences for the viewer. The transmedia logic expands from audiovisual proposals to all kinds of formats, leading to an increase in the number of channels through which to reach the viewer. The music industry is aware of all the innovations applicable to its production, and music artists need to adapt their discourse to global strategies, in order to gain visibility and to continue building their celebrity, their identity. The visual album, transmedia expansion of music video, is a new music promotion format that allows the generation of visual content to feed many advertising media of the artist. It is characterized by unity in its visual leitmotifs and an intertextual or quotation capacity that is appropriate for musical projects such as C. Tangana's El Madrileño, produced by Little Spain. The project is consistent with an aesthetic of musical collaboration and hybridization between traditional and modern Spanish imaginary.
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