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El Buen Hacer De "El Mal Querer"

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El Buen Hacer De El buen hacer de “El Mal Querer”. Construcción de marca a través del discurso audiovisual. Resumen El propósito que tiene este trabajo es analizar el proceso y las posibilidades para la construcción de marca a través del discurso audiovisual, poniendo como ejemplo y caso de estudio el éxito de la cantante catalana Rosalía. Para hacerlo, centramos el análisis en el disco “El Mal Querer” y analizamos la narrativa de los videoclips producidos para sus canciones, estudiando su popularidad y el porqué de su triunfo, tratando de descubrir cómo explotar el videoclip como formato publicitario. El objetivo de esto es analizar y conocer de qué manera utilizar los nuevos formatos digitales con fines publicitarios y dotar de nuevo significado a aquello que parecía obsoleto. Pondremos el foco en esta artista y su nuevo trabajo por el revuelo que ha supuesto para la sociedad y los consumidores de música, por cómo ha calado en personas ajenas al género del flamenco y por la continuidad y coherencia que envuelve todo lo que le rodea: su imagen, sus videoclips, sus performances y el artwork que envuelve a su disco, “El mal querer”, convirtiendo símbolos y referentes de la cultura española más clásica en algo totalmente nuevo que vuelve a resultar atractiva para los más jóvenes. Es decir, por la construcción de su marca personal y de su seña de identidad. Para llevar a cabo la investigación se ha revisado la historia del videoclip, su génesis y su evolución, así como la concepción publicitaria característica de este formato y aquellos elementos integrados en él que lo sitúan como una herramienta capaz de modular el sentido de las canciones mediante los discursos visuales. Palabras clave: Narrativa, audiovisual, branding, marca personal, Rosalía, videoclip. Carmen Villaescusa Lage 1 El buen hacer de “El Mal Querer”. Construcción de marca a través del discurso audiovisual. Abstract The aim of this paper is to analyse the process and possibilities for brand building through audiovisual discourse, using the success of the Catalan singer Rosalía as an example and case study. To do so, we focus the analysis on the album "El Mal Querer" and we analyse the narrative of the music videos produced for her songs, studying their popularity and the reason for their triumph, trying to discover how to exploit the video clip as an advertising format. The aim of this is to analyse and find out how to use the new digital formats for advertising purposes and give new meaning to what seemed obsolete. We will focus on this artist and her new work because of the upheaval she has caused for society and music consumers, because of how she has permeated people outside the flamenco genre and because of the continuity and coherence that surrounds everything that surrounds her: her image, her music videos, her performances and the artwork that surrounds her album, "El mal querer", turning symbols and references of the most classical Spanish culture into something totally new that once again becomes attractive to the youngest. In other words, for the construction of her personal brand and her sign of identity. In order to carry out the research, we have reviewed the history of the music videeos, its genesis and evolution, as well as the characteristic advertising conception of this format and those elements integrated in it that place it as a tool capable of modulating the meaning of songs through visual discourses. Key words: Narrative, audiovisual, branding, personal branding, Rosalía, music video. Carmen Villaescusa Lage 2 El buen hacer de “El Mal Querer”. Construcción de marca a través del discurso audiovisual. ÍNDICE RESUMEN ............................................................................................................. 1 ABSTRACT ........................................................................................................... 2 1 INTRODUCCIÓN ........................................................................................... 5 2 OBJETIVOS E HIPÓTESIS ........................................................................... 6 3 METODOLOGÍA ............................................................................................ 8 4 MARCO TEÓRICO ...................................................................................... 10 4.1 El videoclip: Historia y evolución................................................................................ 10 4.1.1 Definición aproximada ................................................................................................ 10 4.1.2 Evolución del videoclip ............................................................................................... 13 4.1.3 Concepción publicitaria............................................................................................... 15 4.1.4 El videoclip como modulador de sentido .................................................................... 17 4.2 La construcción de marca ........................................................................................... 20 4.2.1 Marca y construcción de marca .................................................................................. 20 4.2.2 Construcción de marca personal ................................................................................ 22 4.2.3 Marca, marca personal y marca musical .................................................................... 24 4.3 Rosalía y El Mal Querer ................................................................................................ 31 4.3.1 ¿Quién es Rosalía? .................................................................................................... 31 4.3.2 El Mal Querer .............................................................................................................. 35 4.3.3 Trap y Flamenco ......................................................................................................... 38 4.3.3.1 Trap .................................................................................................................... 38 4.3.3.2 Flamenco ........................................................................................................... 40 4.3.4 El éxito de El Mal Querer ............................................................................................ 41 5 ANÁLISIS DEL UNIVERSO DE EL MAL QUERER .................................. 44 5.1 Análisis de canciones................................................................................................... 44 5.1.1 Malamente - Cap.1: Augurio ....................................................................................... 46 5.1.2 Que no salga la luna – Cap.2: Boda........................................................................... 47 5.1.3 Pienso en tu mirá – Cap.3: Celos ............................................................................... 49 5.1.4 De aquí no sales – Cap.4: Disputa ............................................................................. 49 5.1.5 Reniego – Cap.5: Lamento ......................................................................................... 51 5.1.6 Preso – Cap.6: Clausura ............................................................................................ 51 5.1.7 Bagdad – Cap.7: Liturgia ............................................................................................ 52 5.1.8 Di mi nombre – Cap.8: Éxtasis ................................................................................... 53 5.1.9 Nana – Cap. 9: Concepción........................................................................................ 53 5.1.10 Maldición – Cap.10: Cordura.................................................................................. 54 5.1.11 A ningún hombre – Cap. 11: Poder ........................................................................ 54 5.1.12 Observaciones........................................................................................................ 55 5.2 Análisis de los artworks ............................................................................................... 57 5.2.1 Análisis ........................................................................................................................ 57 5.2.2 Observaciones ............................................................................................................ 67 Carmen Villaescusa Lage 3 El buen hacer de “El Mal Querer”. Construcción de marca a través del discurso audiovisual. 5.3 Análisis de los videoclips ............................................................................................ 68 5.3.1 Malamente .................................................................................................................. 70 5.3.1.1 Segmentación y análisis videográfico ................................................................ 70 5.3.1.2 Interpretación ..................................................................................................... 82 5.3.2 Pienso en tu mirá ........................................................................................................ 86 5.3.2.1 Segmentación y análisis videográfico ................................................................ 86 5.3.2.2 Interpretación ..................................................................................................... 95 5.3.3 De aquí no sales ......................................................................................................... 97 5.3.3.1 Segmentación y análisis videográfico ...............................................................
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