Brand revitalization through social media management in the music industry: the case of a country singer in the USA

Brand revitalization refers to the strategic process of reclaiming lost brand value to reverse declining trends and restore competitive advantage. While widely discussed in business and management literature, its application within the music industry remains underexplored. This qualitative study addresses this gap by examining the social media strategies used to revitalize the brand of a U.S.-based country music artist, following the seven-step framework proposed by Dev and Keller (2014). Drawing on insider access to the artist’s management team, the research employs an in-depth single case study to analyze a rebranding process implemented across multiple digital platforms, supported by structured brand management and content strategies. The revitalization effort combined the restoration of legacy materials with the creation of emotionally engaging content - including photos, videos, and narrative storytelling - aimed at expanding the fanbase and reinforcing the artist’s authenticity. The findings illustrate how a multidimensional, data-informed approach - integrating brand positioning, storytelling based marketing, systematic digital optimization, and the careful sequencing of social media initiatives - can successfully reposition an artist’s brand, generating renewed visibility, stronger engagement, and cross-media outcomes such as increased streaming, radio play, and traditional media attention. The study further highlights the transient and adaptive nature of social media–driven brand revitalization, which demands sustained strategic management to ensure long-term effectiveness. Overall, this research contributes theoretical and practical insights into how legacy music brands can be revitalized through integrated, multidimensional brand strategies.