Impacto de la «Sesión 53» de Shakira y Bizarrap en X

Marta Pallarés; Celia Andreu-Sánchez

doi:10.12804/revistas.urosario.edu.co/disertaciones/a.14141

##plugins.block.makeSubmission.linkLabel##

Impact of Shakira and Bizarrap's «Session 53» on X

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14141

PDF (Español (España)) HTML (Español (España)) XML (Español (España))

Published: Jul 1, 2025

Issue: Vol. 18 No. 2 (2025): Misinformation and political communication: connections and frictions in a changing environment

Section Avances (Miscellanea)

Keywords: X social media Shakira Bizarrap marketing

Authors

Marta Pallarés
Universitat Autònoma de Barcelona

Celia Andreu-Sánchez
Universitat Autònoma de Barcelona

Abstract

At the beginning of 2023, singer Shakira, in collaboration with musician Bizarrap, released the song “Session 53”, which had a significant international impact upon its release, garnering a high number of streams on digital platforms within the first 24 hours. The song also had a social impact, as Shakira addressed her personal life and that of her ex-partner while making direct references to four commercial brands: Casio, Twingo, Ferrari, and Rolex. Through a metaphor, she disparages the first two while positively valuing the last two. In this research, we aim to study the social metric impact that the song had on the brands that were disparaged. To achieve this, we applied a social media statistical analysis method to examine the X (formerly Twitter) accounts of Casio and Twingo during the song’s release, using metrics from four key variables: likes, comments, retweets, and views. We found that during the days following the song’s launch, there was a significant increase in all the elements studied on the official X accounts of these brands. After a few days, we found a decrease in all the variables studied. It is discussed how brands lack control over their own narrative.

Author Biographies

Marta Pallarés, Universitat Autònoma de Barcelona

Name and surname: Marta Pallarés
Academic training: Graduate student in the Master of Audiovisual Communication and Advertising at the Autonomous University of Barcelona.
Institutional affiliation: Autonomous University of Barcelona
Main lines of research: audiovisual communication and advertising

Celia Andreu-Sánchez, Universitat Autònoma de Barcelona

Name and surname: Dr. Celia Andreu-Sánchez
Academic training: Doctor in communication
Institutional affiliation: Full Professor of the Department of Audiovisual Communication and Advertising of the Autonomous University of Barcelona.
Main lines of research: perception of audiovisual communication

How to Cite

Pallarés, M., & Andreu-Sánchez, C. (2025). Impact of Shakira and Bizarrap’s «Session 53» on X. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 18(2). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14141

References

Almansa-Martínez, A., & Ponce, D. G. (2021). Comunicación de crisis en entornos digitales. Más Poder Local, 46, 14-24. https://www.maspoderlocal.com/index.php/mpl/article/view/comunicacion-crisisentornos-digitales-mpl46

Álvarez-Cueva, P. (2023). Song review ‘Shakira: bzrp music session, Vol. 53’. Catalan Journal of Communication & Cultural Studies, 15(1), 155-156. DOI: https://doi.org/10.1386/cjcs_00084_5

Urzedo, N. A. (2024). Análise do eu lírico autobiográfico na cançao bzrp music sessions, Vol. 53 [trabajo de grado]. Universidade Federal de Uberlândia.

Andreu-Sánchez, C. (2013). Intertextualidad. Neurocinematics.

Calleja-Reina, M. A., Paniagua Rojano, F. J., & Victoria Mas, J. S. (2018). Herramientas digitales y comunicación de crisis: el papel de las redes sociales según la voz de los expertos. Estudios sobre el Mensaje Periodístico, 24(2), 1147-1167. DOI: https://doi.org/10.5209/ESMP.62206

Castelló Martínez, A., & Jover Román, A. (2018). Televisión social y ‘marketing’ en tiempo real en retransmisiones televisivas de eventos mediáticos: el caso de los Premios Goya 2018. Trípodos, 43, 57-82.

Fissi, S., Gori, E., Marchi, V., & Romolini, A. (2023). Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis. British Food Journal, 125(13), 16-33. https://doi.org/10.1108/BFJ-04-2022-0363 DOI: https://doi.org/10.1108/BFJ-04-2022-0363

García Ponce, D., & Smolak-Lozano, E. (2013). Comunicación de crisis: compilación y revisión de teorías y taxonomías prácticas desde una perspectiva cualitativa. Revista de Comunicación Vivat Academia, 124, 51-67. DOI: https://doi.org/10.15178/va.2013.124.51-67

Gavilanes Álvarez, J. E., & Párraga Murillo, D. Y. (2018). Crisis de reputación empresarial en el entorno digital. Uniandes Episteme: Revista de Ciencia, Tecnología e Innovación, 5(3), 194-209.

Heresi, S., & Arbaiza, F. (2023). The use of real time marketing on social media in the Burger King case during the “vaccinagate” scandal in Peru. In Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (cisoc 2022). Atlantis Press sarl. https://doi.org/10.2991/978-2-494069-25-1 DOI: https://doi.org/10.2991/978-2-494069-25-1_9

Humphreys, O. J. (2021). Exploración de la identidad de marca de una marca de lujo mundial. Comillas Universidad Pontificia.

Jiménez, A. M. (2013). La gestión de comunicación de crisis en las redes sociales. Orbis, revista científica electrónica de ciencias humanas, 24(8), 116-131.

Jimenez, J., & Arbaiza, F. (2024). From Rolex to Casio: analyzing the impact of celebrity mentions on brand perception. In Proceedings of the International Conference on Communication and Applied Technologies 2024 (Icomta 2024) (pp. 597-607). DOI: https://doi.org/10.2991/978-94-6463-596-6_52

Mazerant, K., Willemsen, L. M., Neijens, P. C., & Van Noort, G. (2021). Spot-on creativity: creativity biases and their differential effects on consumer responses in (non-)real-time marketing. Journal of Interactive Marketing, 53, 15-31. https://doi.org/10.1016/j.intmar.2020.06.004 DOI: https://doi.org/10.1016/j.intmar.2020.06.004

Mei, J. S. A., Bansal, N., & Pang, A. (2010). New media: a new medium in escalating crises? Corporate Communication: An International Journal, 15(2), 143-155. https://doi.org/10.1108/13563281011037919 DOI: https://doi.org/10.1108/13563281011037919

Probst, E. (2023). The shifting of power influence. https://www.ipsos.com/sites/default/files/ct/publication/documents/2023-05/Ipsos-article-The Shifting Power of Influence-April2023.pdf

Rafaela Clara, G., & Alves Pereira Mata, J. (2024). As mulheres não choram, as mulheres faturam!: a repercussão da canção de Shakira e Bizarrap na impresa. Anais de Resumos Expandidos VI Seminário Internacional de Pesquisas em Midiatização e Processos Sociais, 1(6), 1-8.

Samaniego, J. F. (2018). Bienvenidos a la era del real time marketing. Orange. https://hablemosdeempresas.com/empresa/real-time-marketing/

Santos, S., Gonçalves, H. M., & Teles, M. (2023). Social media engagement and real-time marketing: using net-effects and set-theoretic approaches to understand audience and content-related effects. Psychology and Marketing, 40(3), 497-515. https://doi.org/10.1002/mar.21756 DOI: https://doi.org/10.1002/mar.21756

Sanz Menéndez, L. (2003). Análisis de redes sociales: o cómo representar las estructuras sociales subyacentes. Apuntes de Ciencia y Tecnología, (7), 21-29.

Ślęzak, A. (2021). Real time marketing: cómo utilizarlo y ejemplos. Trusted Shops. https://business.trustedshops.es/blog/real-time-marketing

Tentulogo. (2021). Historia de Ferrari, la marca más asociada a las carreras, la velocidad y el éxito. Tentulogo.com.

Valiente Almeda, A. (2020). Real time marketing: la estrategia con la que las marcas triunfan en tiempo real. Universidad de Sevilla.

Query Statistics