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Introduction
In my Research Portfolio I will be exploring and analysing the branding and marketing strategies of DJ and producer KETTAMA. In the contemporary dance music scene, effective branding and marketing is more important than ever, as so many people now have access to the ability to create and produce music as well as market it to the masses. Branding has become such a powerful tool to shape audience perception and long term fan engagement and is vital when wanting to break out of the underground scenes. In this portfolio I will critically analyse where KETTAMA is situated in the wider electronic scene and how he meets the wants and needs of his target audience as well as how he looks to expand this. I will also assess how KETTAMAs audiovisual and written branding fit into his marketing techniques.
KETTAMA, born in Galway 1997, is an electronic producer and DJ specialising in genres such as house, techno and garage. In my Research Portfolio I will be using two theories of marketing to underpin my analysis.
The viral marketing theory. This theory utilizes social media such as Instagram and TikTok to encourage the sharing and reposting of content, as well as different algorithms on the platforms to reach a wider audience. This can lead to organic growth of an artist’s social media and brand as the fans are the ones doing the promoting. This can be achieved by creating engaging and authentic content, something KETTAMA’s socials are littered with. “Participants were more likely to forward the advertisement when the advertisement was received from a friend rather than a company.” (Ketelaar et al., 2016) “Viral advertising pass-on behaviour was significantly predicted by a positive attitude toward the brand, the advertisement, and toward viral advertising in general.” (Ketelaar et al., 2016) These findings highlight the importance of creating content for fans. This also proves its importance when it comes to viral marketing. However, it isn’t just always content made by KETTAMA himself as many videos and edits of live shows or just fan interactions get reposted and shared peer-to-peer, boosting engagements and virality of anything KETTAMA related.
The Relationship Marketing Theory. The second theory I will be using is, relationship marketing. This theory believes that using social media and newsletters to give constant interaction, engagement and updates to fans can help create a loyal and dedicated fan base who feel connected with an artist or brand. The theory concentrates on creating long-term fan engagement and loyalty. This is extremely important when cultivating a large community and striving for longevity in a music scene. “The role of relationship marketing is to identify, establish, maintain and enhance relationships with customers and other stakeholders, at a profit, so that the objectives of all parties involved are met; and that this is done by a mutual exchange and fulfilment of promises.” (Palmer et al., 2005) Palmer believes that modern marketing is about forging a longstanding relationship with consumers and to not base products (music) on one off transactions. This exert suggest that relationship marketing helps form longevity and success and not fall into the trap of being a one hit wonder.
KETTAMA’s Brand Identity – The main focus of KETTAMA’s branding is firstly, high energy electronic music created for club/warehouse and rave scenes. This is coupled with authenticity and willingness to show his own character to fans. KETTAMA achieves this by creating hard hitting hook driven rave tunes that are easy to clip up and video and be shared worldwide all over social media. KETTAMA uses big climaxes and hooky drops that can quickly start trending in the rave scene then branch out further as shown by the viral marketing theory.
With his newest album release Archangel (KETTAMA, 2025) The DJ and producer had a clear vision for what aesthetic he was going for. The use of a red and black colour pallet for his new logos album art and stage visuals creates an edgy underground feel, like going back to his roots. Also, videos from the crowd with strobe lighting, loud sound systems and high intensity creates a spectacle people want to be a part of. This clear vibe all helps to create a brand and makes a KETTAMA set instantly recognisable. Whether you’re at the set or watching a 10 second clip from TikTok. This is partly what makes the viral marketing strategy so effective, as when a KETTAMA video is shared fans instantly know who it is. This is due to creating a strong brand identity.
Viral Marketing Theory
Hundreds of clips like this will be posted all over social media after a KETTAMA show. The track Pretty Green Eyes (Sunset Ibiza Mix) (2024) Takes the hook from the Ultrabeat song and transforms it into a house classic. Now there are hundreds of thousands of clips of just one of KETTAMAs tracks circulating online all due to the viral marketing theory. This also indicates that KETTAMA knows exactly who his target audience is. Young people who are looking for that hook that is stereotypical to his music. Partly why KETTAMA has such recognisable and strong hook and lyrics is because he knows how social media works in the modern day and with the rise of short form content, is fully taking advantage of it. KETTAMA knows his audience will record and post these moments and maximises this in his shows just through the tracks that he produces.
Another way KETTAMA looks to create virality is by dropping unreleased tracks or new remixes, that no one has heard before. This leads to comment sections being flooded with “what’s the ID?” This drives fan interaction and speculation on when the track is being released and who might have collaborated with the artist. In a study on the top 25 most viral shared video ads done between 2006 to 2013 showed “results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos.” (Dafonte-Gomez, 2015) The effect of dropping unreleased or new remixed tracks into a set is that it creates this sense of joy and surprised that is clearly craved by the fan base. Ravers all want to have the newest track or the new underground release that no one knows about yet so when tracks like this are dropped is sends KETTAMAs fan base into a frenzy to quickly discover and find the track anyway that they can. This creates hype around the new track but also brings more attention onto KETTAMA subsequentially proving to be an incredibly successful marketing tool.
Another key strength of viral marketing is being known through competitors. KETTAMA is part of a fast growing house scene that is being constantly spread through social media. Artists like Christ Stussy, Josh Baker and Fred Again all share a similar scene and fan base. This is where using collaborations like Chris Stussy’s new remix of “It Gets Better (Forever Mix)’ (KETTAMA 2025) can help boost both artists by feeding off each other’s fan bases. Another way this works is when the artists individually tease each other’s tracks in their set lists. This comes back to the idea of “What’s the ID?” and how this can spread hype and build suspense across a whole scene rather than just in one fan base.
Relationship Marketing Theory
The relationship marketing theory focuses on creating long term fan enjoyment and loyalty, “establish, maintain and enhance relationships … by mutual exchange and fulfilment of promises.” (Grönroos, 1994) Grönroos believes relationship marketing is far superior to using the 4 Ps of the marketing mix and that they are only designed to create singular transactions whereas building a relationship with a fan base or consumer opens the door for a longer more profitable transaction process.
KETTAMA’s most effective use of relationship marketing is his ability to across as a genuine and authentic person. His behind the scenes videos of him messing about with friends before shows or clips of him exploring new places he has never been to always feel in the moment and fluid. His use of casual unrehearsed social media content makes him stand out and forms a bond between fan and artist as the fans feel they have gotten to know KETTAMA better than most other DJs.
This video from KETTAMAs YouTube channel highlights directly this. The video is filmed in a vlog style and edited to suit his audiovisual aesthetic. All whilst maintaining the authenticity of what makes KETTAMA, KETTAMA. Content like this is becoming the norm especially in the British house music scene, with fellow DJ Josh baker adopting a similar style of content that he also posts on YouTube. This is where the two theories intertwine as these YouTube videos get clipped up and put all over TikTok and Instagram getting shared and reposted by KETTAMA fans all over. This then creates and loop of relationship marketing also feeding into viral marketing.
Another way KETTAMA builds relationships with fans is through a two way interaction system using reposts and comments. KETTAMA frequently reposts fan made videos of him and clips of his sets as well as commenting on fans videos and even reposts memes he thinks he audience will find funny. This all buys into KETTAMAs strive to come across as authentic and genuine. This all creates a closer relationship between fans and the DJ, which is vital when trying to maintain as well as expand his fan base.
KETTAMA also uses live fan interaction as a tool for building relationships, and this also creates viral content on social media. KETTAMA regularly shouts out smaller DJs or will interreact very personally with the crowd which can help fans gain a sense of belonging. Thus building relationships with fans and enticing repeat customers. KETTAMA also interacts with fans in captions on social media posts for example after his album release he wrote on Instagram, “my album debut is out today… most surreal feeling saying that but I couldn’t have done it without the support from everybody over the last while. Feels like an mfs 18th birthday ngl… thank you all for being with me along the journey.” (KETTAMA, 2025) The use of slang and the gratitude he shows helps to back up the authentic character that KETTAMA is trying to build. He shows that he values fans support and relationships and that he is no different to just another fan on the dance floor. Connections like this create a strong and loyal fan base who are willing to support an artist by buying merchandise, records and by showing up to live shows.
Market position and competition
KETTAMA’s market position is interesting. Now he plays the biggest clubs and stages in the world but still constantly refers to his underground and grass roots beginnings. This is an effective way of keeping original fans engaged as well as pushing his brand into the mainstream. This is vital when getting booked for festival as KETTAMAs music stays more approachable to outsiders than more hardcore electronic and dance music which makes him accessible to a plethora of dance music enjoyers.
KETTAMA has many competitors in his market space the likes of, interplanetary criminal, Chris Stussy, josh baker ect… However, he is clever about how he manages this. Instead of trying to beat them in streams and sales. He joins forces, getting booked onto the same shows playing “back 2 back” sets with artists where one DJ plays a set straight into the others. He also collaborates in the studio making remixes of producers tracks as well as making completely new material with other household names.
Conclusion
In doing this research I have learnt how KETTAMA combines these two theories of marketing to strengthen his brand and work in tandem, complimenting each other. KETTAMA does not use conventional advertising but uses audience driven authenticity and fan interaction as his main selling points.
Viral marketing highlights how rapid growth can be achieved through sharing his brand. KETTAMA uses strong consistent audiovisual elements to create his own unique and distinct aesthetic. This helps with shareability as well as noticeability once fans see content that is shared. Relationship marketing proves how KETTAMA is creating a long-lasting fan base and unwavering loyalty through fan engagement and authenticity, as well as immersive and high intensity live shows.
Finally, KETTAMA shows how contemporary artists can create powerful brands through a multitude of techniques and strategies all whilst staying authentic to himself and his music. Demonstrating that virality and relationship marketing are not opposing forces but tools that work together to achieve an incredibly strong example of modern-day music marketing.
Bibliography
(Dafonte-Gomez, A. ( 2015) The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos. Available online: https://arxiv.org/abs/1505.02002 [Accessed 10/12/25]
Grönroos, C. (1994), From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, 32(2), pp. 4–20.
Jleighevans2001 (2025) [TikTok] 05/10/25 Available
online: https://www.tiktok.com/@jleighevans2001/video/7557656031099178262?q=archangel%20live%20%20kettama&t=1765390561761 [Accessed 08/12/25]
Ketelarr, P. (2016) The success of viral ads: Social and attitudinal predictors of consumer pass-on behaviour on social network sites. Available online:
https://econpapers.repec.org/article/eeejbrese/v_3a69_3ay_3a2016_3ai_3a7_3ap_3a2603-2613.htm[Accessed 07/12/25]
Ketelaar, P. (2016) The success of viral ads: Social and attitudinal predictors of consumer pass-on behaviour on social network sites. Available online:
https://www.sciencedirect.com/science/article/abs/pii/S0148296315005925 [Accessed 07/12/25]
KETTAMA (2025) Archangel [Streamed] Steel City Dance Discs
KETTAMA (2025) [Instagram] 03/10/25 Available online: https://www.instagram.com/p/DPV_kkOCAwp/?img_index=1 [Accessed 11/12/25]
KETTAMA (2025) It Gets Better (Forever Mix) [Streamed] Steel City Dance Discs
KETTAMA (2025) KETTAMA PRESENTS: RAW CUTZ – VOL. I – DUBLIN MAY 2025 (SILO DUBLIN) [Video] Available online:
https://www.youtube.com/watch?v=B_hfQhd4xMY [Accessed 10/12/25]
KETTAMA (2024) Pretty Green Eyes (Sunset Ibiza Mix) [Streamed] Self Released.
Kettadiction (2025) [TikTok] 11/07/25 Available online:
https://www.tiktok.com/@kettaddiction/video/7573480243135024391?q=kettama&t=1765309770271[Accessed 0812/25]
Palmer, R. (2005) Relationship Marketing:
Schools of Thought and Future Research Directions. Available online:
https://orca.cardiff.ac.uk/id/eprint/57598/1/Article%2072.pdf [Acessed07/12/25]
