EFFECTS OF THE HEALTH CRISIS CAUSED BY COVID-19 ON BRAZILIAN CULTURAL EVENTS: DIGITAL MARKETING STRATEGIES IN THE PANDEMIC

Abstract

The health crisis caused by Covid-19 has had a significant impact on Brazilian cultural events, with audience restrictions and social distancing measures. In this context, digital marketing strategies have become fundamental to maintain public engagement and the dissemination of events, in addition to providing innovative methods for artists and organizers of cultural events in general in order to increase the financial return of their artistic and cultural works with the support of social media, both in dissemination,  and in the realization of digital events, such as YouTube lives. Digital marketing comprises the use of digital platforms and technologies to promote products, services, and experiences, and involves the creation of relevant content, audience segmentation, and online interactions. The purpose of this study is to examine the research problem identified below: what were the advantages provided by YouTube lives to artists and event organizers in Brazil during the Covid-19 pandemic? Regarding the general objective, this study intends to investigate the effects of the health crisis caused by Covid-19 on Brazilian cultural events. In this research, three specific objectives were conceived, which are presented as follows: to verify the general panorama of the Covid-19 pandemic in Brazil; explore the pandemic impacts on artists and organizers of cultural events; analyze the relevance that digital marketing strategies had for cultural events during the Covid-19 pandemic, with an emphasis on the impacts of YouTube lives. To develop this study, we opted for the methodology of bibliographic review with a narrative nature. This method is aligned with qualitative research approaches and is characterized as an exploratory investigation.