Nowadays, the role played by social media in the promotion and marketing strategies of artists and bands is undeniable. Many agents in the music industry use these platforms to enhance their impact and influence amongst fans and consumers (Anderton et al., 2022; Haynes & Marschall, 2018). This new cultural digital capital thus becomes a significant element in the creation and success of their products, either live or recorded (Arriaga y Concha, 2020). Here, visual storytelling is essential in promoting their work and building their identity. Hence, artists are increasingly concerned with their conception and promotion.

This work studies the visual universe of two of today's most relevant female artists, Florence Wells and her band Florence and The Machine and Rosalía. To do so, it analyses the storytelling they developed on social networks while promoting their new albums, Dance Fever and Motomami. It also studies the scenographic and artistic designs of both tours.

The findings highlight that the visual universes of both artists stand as essential elements in their transmedia strategy, which also determine the generation of their identities as current female artists.