The Music Industry has undertaken many shifts in its functions throughout the years in a multitude of ways. Not only are we as listeners adjusting what we’re listening to; but the process of how we listen and market music has drastically altered with the rise of social media and advanced technology.
Digital music streaming platforms catalyzed the substantial decline of CD and record sales dating back to 1990. While this affects fans in a positive manner with cheaper and more accessible listening options, independent labels and artists have been dealing with the consequences (Urdesignmag). The former reliance on these traditional record labels also had an influence on what we were listening to, as listeners were persuaded by what was circulating in stores. However, fewer CDs and record sales result in less revenue, challenging these independent parties to stay a part of the game. This lack of CD sales has additionally made the process of entering the industry more difficult, yet nuanced marketing techniques have brought a budding solution.
As the 2010s approached, we began to be introduced to the wave of social media we see today (Fountain). The promotion of brands and projects became possible through more accessible options for brands to connect with their audiences. However, as social media continues to morph over time, so do these successful marketing techniques. An album's promotional tactic was left to months worth of magazine covers, releasing teasers, talk-show appearances, etc. Until now, where we’ve seen the direct transference pipeline from months worth of planning, to crossing our fingers in hope of online virality (Millman). We have now entered a wave of engaging content vs. interrupting content, and if you are on the wrong side of this the internet no longer has shame in letting you know. Independent artists now have free marketing options at their fingertips, but luck and research go a long way with it. At this point, social media can be anyone’s game as to what is going to go viral or begin trending next; but anyone is able to hop on hiring influencers and using paid ad’s to promote their work (Fountain). It is notable to consider however that consistency, audience engagement and exciting, creative content are going to be your best friends when it comes to figuring out the game that is social media today.
The movement shift from banking on labels as an artist, to learning the ins and outs of successful social media marketing, gives anyone the plausible reality of becoming noticed in the media. Creating personal and engaging content on your own terms, in comparison to the erstwhile censorship of traditional labels, further increases your chances of building a supportive, online audience. Music has, and will continue to evolve over time with each technological advancement; and most likely so will the marketing tactics surrounding the industry. Although said advancements may not be working out in favor of the “big guys” on top, this is your chance to shine and put yourself out there as an artist with the right research.
References
Fountain, Tony M. “The Evolution Of The Music Industry — And What It Means For Marketing Yourself As A Musician.” Forbes, 2021, https://www.forbes.com/sites/forbesbusinesscouncil/2021/09/13/the-evolution-of-the-music-industry---and-what-it-means-for-marketing-yourself-as-a-musician/?sh=487408f3297a.
“How The Music Industry Has Changed Over The Last Decade — urdesignmag.” urdesignmag, 11 May 2022, https://www.urdesignmag.com/technology/2022/05/11/how-the-music-industry-has-changed-over-the-last-decade/. Accessed 19 October 2022.
Millman, Ethan. “How 2020 Changed the Music Business Forever – Rolling Stone.” Rolling Stone, 23 December 2020, https://www.rollingstone.com/pro/features/music-business-changes-transformations-2020-1107373/. Accessed 19 October 2022.
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