Transmedia Project as a Tool for Developing an Expert's Personal Brand ("Culture on the Edge" Project)

In the era of the Influencer boom and active development of media platforms, content makers and media experts face the challenging task of developing a personal brand in an extremely competitive environment. This research paper offers an analysis of the tools in creating a strategy for bringing a new personal expert brand to market, as well as analysing the experience of experts who have gathered a large audience on various platforms. The study found that a transmedia approach in creating a media ecosystem around an expert's personal brand can improve the level of communication with the audience, especially if the central format in such an ecosystem is a one-way communication media (e.g. a podcast). The paper analysed the benefits of a transmedia approach to podcast creation, the peculiarities of parasocial relationships with the audience, and the positive aspects of creating a community around the personal brand of the podcast author. As a result of the analysis, a strategy for entering the market of a transmedia product was created, which was used to create the project "Culture on the Verge".