New promotion strategies in the Cultural Industries. The launch of Rosalía's Motomami album on TikTok

Rosalía is one of today’s great musical icons and has focused a large part of her communication efforts on social networks. This paper analyses the promotion on TikTok of her album Motomami through a mixed research. A visual and nar-rative analysis of the videos from the first reference of the project to the presentation concert is carried out and also a documentary review. Rosalía, in an innovative promotional strategy, has adopted the practices, visual resources and forms of production typical of the TikTokers, thus fostering a continuous dialogue with her followers.