Informations and abstract
Keywords: Transmedia Storytelling; Affective Narratology; Brand; Music Video; Life-Narrative Account.
This article aims to examine the role played by the music videos directed by Francesco Lettieri in the marketing strategy designed to draw attention to the musical production and figure of the Neapolitan singer Liberato, whose identity is currently unknown, and whose songs are exclusively released through social channels. Liberato is positioned at the centre of a singular transmedia storytelling narration, which is explored in the second part of the article. Lettieri's video clips contribute to the construction of Liberato's image as a brand. However, they not only represent simple stages of an articulated marketing network, but are also configured as autonomous texts, that are self-sufficient in terms of expression and content. Therefore, the analytical perspective that we intend to adopt here takes into consideration storytelling both as a cultural product and as a cognitive tool. From this perspective, it is possible to read the audiovisual stories of Liberato and Lettieri as life narratives, that manage to involve the audience as they revolve around universally recognized objectives and are linked to prototypes of happiness that involve the emotional sphere.