Mediterranean Journal of Communication
Special issue on Music, Advertising and Transmedia Storytelling

Editors: Eduardo Viñuela and Cande Sánchez-Olmos

Music is important for brands because it creates value and engagement, and turns consumers into fans. Music and advertising have always reproduced their relationship in different media (press, radio, Tv, internet), and their adaptation to the codes and dynamics of each medium is a challenge for the implement of innovative narratives. Nowadays, media convergence has opened new ways of transmediality that multiply the possibilities of interaction among music and advertising. Thus, brands have begun to produce music as a strategy to improve their status and to profit from the values of music. In this context of media convergence and participative culture, it is necessary to approach the new procedures, codes and transmedia storytelling that brands are developing to engage with a demanding, disperse and disloyal target.

In this special issue we aim to analyze the relationship of music and advertising in the contemporary context, approaching the relevance of transmedia storytelling, branded content and new forms of audiovisual advertising. But we are also interested in case studies that run across different periods and in the strategies of revival and nostalgia that are commonly used in advertising.

The following topics are especially welcome, though editors are open to other perspectives or approaches: