Resumo:
Music, beyond being a source of entertainment, carries sociocultural aspects as well as the
political and economic circumstances in which it was produced. Through success and
progress in its management and upon the structuring of a music industry influenced by the
development of different formats, both physical and digital, new players such as independent
artists have emerged within its chain. In this scenario this new musical market actor is
subjected to new demands and challenges, thereby requiring other professionals capable of
providing advisory support to them. Therefore, this research aimed to identify the
competencies expected of an executive secretariat professional that can be implemented to
assist these artists in enhancing their promotion, which constitutes a strategic area of their
musical careers. For that end, the research adopted a qualitative methodology with
exploratory and descriptive objectives, using literature review techniques and document
analysis techniques. The findings indicate a greater propensity for this professional to act in
the management of planning control and implementation of interrelated actions that comprise
the continuous process of promoting an artist.
