Musica Drill e Brandizzazione di sè stessi; dove la teoria vince fallendo.

This thesis explores how the concepts of microcelebrity, attention economy and self branding intersect within the Chicago drill music scene, and how they contribute to the construction of individual and group identities within the scene. Through an analysis of the music and other related media, documents, books and educational papers, this thesis aims to address the following research questions: How does the self-branding presentation of an artist operate within the context of Chicago drill music? How do concepts of microcelebrity and attention economy influence the creation and dissemination of drill music, transforming underground artists into worldwide recognized celebrities? How do these dynamics reflect and contribute to broader social and cultural trends in Chicago and beyond? Ultimately, this research seeks to provide a deeper understanding of the relationship between music, media, and identity in the context of contemporary urban culture. The emergence of drill music as a genre has brought attention to the situation of Chicago’s Southside and Westside. The genre is known for its raw, unapologetic lyrics that provide a window into the harsh realities of life in a community with gun violence, poverty, and social injustice. However, despite the bleakness of their surroundings, many young artists have found a way to tell their stories and create a fanbase through drill music.