Role sociálních médií v marketingu českých rapových umělců

This bachelor’s thesis analyzes the role of social media in the marketing of Czech rap artists, using the examples of Ca$hanova Bulhar and Labello. The study specifically examines how these artists use Instagram to build their brand and communicate with their audience. The aim of the research is to identify which types of content generate higher levels of fan engagement, what forms of communication are preferred by followers, and whether these preferences align with the actual strategies of the selected artists. The theoretical part introduces the development of rap, the specifics of marketing communication in the music industry, and the role of social networks in shaping the relationship between artists and fans. The practical part combines a qualitative content analysis of Instagram posts by Ca$hanova Bulhar and Labello with a quantitative questionnaire survey conducted among rap listeners aged 15–35. The communication style and content of both artists are then compared with audience expectations to assess the degree of alignment between artist strategies and the perceptions of the target group.