Digital Media's Revolutionary Impact on the Music Industry

This essay provides an overview of the significant impact of digital media on the music industry. It explores how social media platforms have revolutionized music promotion, artist discovery, and the way consumers engage with music. The essay discusses the shift from traditional media to online platforms, highlighting the role of streaming services, social media marketing, and the rise of microcelebrities. It examines how artists leverage platforms like Facebook, Twitter, and Instagram to connect with fans, promote their work, and build communities. The essay also touches on the intensification of competition within the music industry and the development of platforms like Spotify and SoundCloud. It concludes by emphasizing the increased accessibility of music and the changing dynamics of the music community in the digital age, including how artists are now able to directly engage with their audience, bypassing traditional gatekeepers.

Running head: INTRODUCTION TO DIGITAL MEDIA
Introduction to digital media
Name of the Student
Name of the University
Author’s note

1INTRODUCTION TO DIGITAL MEDIA
With technological advances digital media has given rise to the phenomenon of “social
media”, common people can now with just a click share their perspective, talent as well as
personal messages across the world. Social Media is an internet based platform which can be
used by anyone who has access of internet and a hardware device to support the system. Every
industry has gained from the facilities that social media provides. The music industry as well has
gained form this platform. Many argue that social media has changed the music industry
(Wikström, 2013). The recognition of talent and respect is something that artists all around the
world look for. With the help of social media people can connect with likeminded individuals
and develop and share music (Dewan & Ramaprasad, 2014).
One of the major advantages is the outreach of the content, awareness of the artists and
promotion. Many established as well as struggling artist choose to take the path of social media
for promotion. The social media presence of artists in platforms such as Facebook, Twitter and
Snapchat are sufficient to keep them connected with the fan. This has also changes the culture of
investing in heavy physical promotion. One of the recent incidents of promotion is the
“Reputation tour of Taylor Swift” where her marketing team used platforms with Instagram to
promote the album as well as the tour. Musicians are using the platforms to connect, learn as
well as develop valuable relation with the people who love their music (Hudson et al. 2015).
Many artists are not lucky enough to get a sponsored and producer, for these people who
want to spread their music, social media has been a great platform to be discovered. This feature
of social media has led to discovery of talents and recognition from around the world. This has
also led to a cultural exploration as well. Music is a significant part of the cultural aspect of a
society and with the help of social media any music is available for the consumption of the
people who loves music in form. The term microcelebrity is used to describe these people who

2INTRODUCTION TO DIGITAL MEDIA
have a narrow region of fame and this has happened due to the impact of social media. Some of
the popular examples of discovery of talent are Shawn Mendes who gained popularity by posting
6 seconds clips on platform called Vine, the clips went viral and he was signed by island records.
It can be said that social media has provided the people with a platform to showcase their
creativity and passion (Hudson et al. 2015).
The competition in the music industry on an international level is intense and with the
advent of social media, the competition has intensified, the organisations operating in the
industry are constantly strategizing to grab the attention of the market (Wikström, 2013).
Over the years there are platforms developed in the social media to encourage up and
coming artists to showcase their talent. For example, spotify, shazam, soundcloud, Pandora etc
are some of the dedicated international music streaming platforms (Marshall, 2015).
From the consumers perspective, buying a record or a cassette is no more the case, they
can now download or listen to an album or view a music video with just a click. Not only has
that social media provided them to connect with their favorite musicians as well. It can now be
said to be the music community social media with influencers and musicians connecting with
people who are interested (Hughes et al., 2016).
Music industry before digitalization used was confined to the Radio and television which
are the two medium that could support audio. But now with social media both the medium as
well as the outreach of the music industry has increase providing the artists and businesses in the
industry with opportunities.

3INTRODUCTION TO DIGITAL MEDIA
Reference list:
Dewan, S., & Ramaprasad, J. (2014). Social media, traditional media, and music sales. Mis
Quarterly, 38(1). Retrieved from:
http://www.mcgill.ca/desautels/files/desautels/social_media_traditional_media_and_musi
c_sales_-_dewan_and_ramaprasad_-_misq_2014_0.pdf
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76. Retrieved from:
/doi.org/10.1016/j.tourman.2014.09.001
Hughes, D., Evans, M., Morrow, G., & Keith, S. (2016). The New Music Industries: Disruption
and Discovery. Springer.
Marshall, L., 2015. ‘Let's keep music special. F—Spotify’: on-demand streaming and the
controversy over artist royalties. Creative Industries Journal, 8(2), pp.177-189. Retrieved
from: doi/abs/10.1080/17510694.2015.1096618
Wikström, P. (2013). The music industry: Music in the cloud. Polity.