Social networks are an important new communication medium and a handy platform for promotional activities. To determine how they are used by contemporary Slovenian folk-pop musicians, this article carries out a text analysis of such activities by the six most popular Slovenian folk-pop bands. The results show that all the bands analyzed are present on social networks, but in different ways: the bands closer to the conventions of pop music are very active and skilled, whereas those that remain closer to the conventions of traditional folk-pop music are more reserved on social networks. Despite all the differences, two main elements come to the fore in the content that all of them post on social networks: folk character and entertainment. Even though they may be drawing closer to mainstream pop, contemporary folk-pop bands thus seem to remain strongly committed to a central traditionalist value: the community—only that now it seems to be important that this community have fun.
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