Managing the brand image of musical artists

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The resilience of Burkinabè music companies during the record industry crisis of the early 2000s is a central theme. With the emergence of dedicated production companies like Seydoni and Tam Tam, many faced challenges that forced them to adapt or shut down. The shift from traditional artist contracts to 360-degree contracts allowed for broader revenue opportunities, including image management. This book explores the strategies these companies employed to brand and promote their artists, highlighting their innovative approaches to survive and thrive in a changing landscape.