Digital Marketing in the Music Industry: The History
Music marketing has come a long way. Music marketing is defined as promoting or raising awareness about your music and nowadays, your personal brand. In the earlier days, bands/artists relied heavily on record labels for promotion, branding, budgets, etc. This meant that popular music was rarely influenced by the public but rather by what record labels decided to push. There was a huge disconnect between the fans and the artist because fans could only interact with them through their music or physically being at shows. As we moved into the 2000s, mobile devices and the internet became more popular and music streaming sites started to gain traction, putting the control of what's “popular” into the consumer’s hands. However, fan engagement and interaction still remained offline at shows/meet-and-greets. During the 2010s, social media started becoming a much bigger part of our lives and creators could reach fans directly by building online communities, either through official fan pages (HSHQ, Taylor Nation) or the creator’s own page. The freedom of unlimited features on platforms due to advancements in technology meant that artists/their teams had to continuously find innovative ways to keep their audiences engaged.
In our next post, we will discuss what these new tactics look like and reveal how you can utilize them in your own marketing plan.
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