"#FIQUEEMCASA E CANTE COMIGO": ESTRATÉGIA DE ENTRETENIMENTO MUSICAL DURANTE A PANDEMIA DE COVID-19 NO BRASIL

The new coronavirus pandemic forced the Brazilian government to adopt restrictive measures for the population, including the use of social distance, which aims to avoid agglomerations. Thus, the entertainment sector was one of the most affected by the closure of bars and restaurants, cinemas, parks, and postponement of shows and events. However, using the tools available on the web 2.0, this sector outlined new strategies, such as the “#FiqueEmCasa and Sing With Me” project, which consists of lives, that is, videos broadcast in real time on the YouTube platform, by artists from the most diverse musical segments. Thus, this article aims to analyze this strategy, presenting its results and discussing how this action is understood by consumers. For that, secondary data were collected available on the various online platforms. The results point to the success of such a strategy, demonstrated by the high engagement that lives have shown not only on the YouTube video platform, but also on the social networks Instagram and Twitter. Such a strategy proves to be important as a way of preserving mental health, since, even inside the home, people are encouraged to relax, interact virtually and enjoy their leisure time.