There is no end to storytelling: Transmedia storytelling in the digital mediation of music

Abstract

The term transmedia storytelling refers to diverse processes of creating and distributing stories through available and current media technology to reach a wider or clearly defined audience. In contemporary culture, transmedia storytelling plays an increasingly functional role in the expansively oriented mediation of artistic practices. Nearly every art institution engages with its audience through social networks, and internet presentation and communication have become essential for artists' public presence. In the context of convergence culture, transmedia music is presented in the public space by creating accompanying digital texts enabling diverse interactions and experiences with the audience. Transmedia storytelling is highly relevant to the sphere of music, as this innovative concept can practically be implemented to highlight the uniqueness of a musical piece, product, or practice using 'storytelling' techniques across various media channels, aiming for enhanced promotion in the media space and cultural market. This paper will provide a thorough presentation of the concept of transmedia storytelling, its features and mechanisms, and will also illustrate the potential of this practice in the context of digitally mediated music using concrete examples.