Звук между платформите: трансмедийни разкази и музикални идентичности в ерата на кратките дигитални формати
Sound across Platforms: Transmedia Narratives and Musical Identities in the Era of Short-Form Digital Media

Summary/Abstract: This article examines how short-form digital formats such as TikTok videos, Instagram Reels, and YouTube Shorts transform not only the ways music is distributed but also the processes through which musical identities are constructed and maintained. Drawing on Henry Jenkins’ concepts of transmedia storytelling, spreadability, entry points, and extractability, as well as Jonathan Gray’s notion of paratextuality, the study analyzes the role of sound and music as transmedia elements in the contemporary digital ecosystem. Through two case studies – Doja Cat and Bad Bunny – it illustrates different yet complementary strategies for building dynamic, recognizable, and culturally significant musical identities. The analysis also addresses the key challenges of short-form formats, including content fragmentation and ephemerality, algorithmic standardization, and the balance between authenticity and visibility. The findings reveal that in the era of short-form digital media, musical identity is no longer a fixed, author-defined product but a dynamic, collective construct shaped by the interaction between the artist, the audience, and platform-specific algorithms.

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