As the music sales are decreasing each day as a result of this new digital era we are living in; Universal Records and the artist "Caparezza" (singer under this record label) required us to research about a new way to increase the music's artist sales and to introduce him into the digital field to promote his new album. To develop this project was necesary to understand the artist's music, the fans, their behaviours besides the market and digital field that nowadays is evolving so fast.