Visual promotion in the music industry Examining the influence of visual branding and brand communication on music perception

In today's world, music is consumed at every corner, on a wide variety of promotion and distribution channels, and is subject to complex communication and promotion processes and strategies. Many people have the feeling that the commercial music industry is competitive and oversaturated because of the rising number of artists, especially on the internet, and the fact that everyone is competing for attention (Penchev, 2019). The technological development and the rise of the Internet started a real revolution within the industry, contributing to the appearance of a wide variety of distribution methods, such as streaming, and also new promotion methods, such as branding and social media communication, which are utilized by the majority of today's artists who want to have a word to say within the music industry.