INFLUENCE OF EMOTIONAL MARKETING: THE CASE OF THE ROCK BAND NEVERLOVE

This article explores the concept of emotional marketing and its application in the music industry, exemplified by the Russian rock band Neverlove. The focus is on analyzing the strategies employed by the band to forge an emotional connection with the audience through various platforms, including social media and the Telegram channel. The impact of emotional engagement on strengthening ties with fans, increasing concert attendance, and merchandise sales growth is examined. The article underscores the importance of a deep understanding of emotions and their utilization in marketing strategies within the contemporary cultural and artistic domains.