"How Digital Marketing is Changing the Music Industry"


Click here to read "How Digital Marketing is Changing the Music Industry" by Alumnify CEO AJ Agrawal

In an era where technology is growing exponentially, that means industries as we know them are projected to evolve at the same speed.  Specifically looking at the music industry, the way in which artists promote their business is changing as new platforms are introduced.

Social media outlets have shaped the music industry as they add more means in which an artist can advertise.  Previously limited to radio stations, television, and industry press, an artist in today's scene has access to more audiences through Facebook, Twitter, Instagram, and even new digital music platforms like Spotify and Soundcloud.  Even the way that an artist emerges into the scene has changed - looking at artists like Justin Bieber or The Weekend who were initially discovered online.  The popularity growth of an artist is no longer exclusively by word of mouth, but through different means of communication among digital platforms.

The question is - does digital media make a music career easier because of the many new outlets arising?  Or does it make it more difficult since these platforms are easily accessible by more people and thus exposing a bombarding and increasing amount of artists hoping to reach more audiences?

Social media does not just affect the artists of the music industry, but the fans as well.  Social media outlets provide fans with a voice and opinion to communicate to the artist, encouraging fanbase participation in the artist's career.  Artists use social media to communicate back to their fans to alert them of upcoming release dates and news.  "Successful artists are those that excel with their digital marketing strategy and reap the rewards of their creative approach" (Agrawal).

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