Digital Marketing and the Future of the Music Industry

These days everything int he music industry has gone digital. Major studios have thrown out tape machines and switched over to an all digital format, cassette tapes have been ruled obsolete ages ago by the CD, the CD is now ruled obsolete due to the iPod and digital mp3 music, even marketing and distribution in the music industry has gone digital.

The age of digital information sharing is a great tool as far as marketing yourself as an artist, but the downfall is that with digital technology comes music piracy at an alarming rate. Recording artists these days can not rely on music sales alone to make a living, they now have to turn to other means of revenue such as merchandise sales (t-shirts, books, memorabilia, etc.) and ticket sales from live shows in order to be make a good income.

One positive side of this is the fact that any unsigned artist can effectively pursue a music career on their own without the help of a record label. Even musical spoof videos go viral on YouTube and launch the individual into a web-star. For example,

“Our friends Amy Heidemann and Nick Noonan are Karmin and have found amazing lightning-fast popularity with this cover of Chris Brown ft. Lil Wayne, Busta Rhymes Look At Me Now.

2.9 million views on YouTube as of a few minutes ago, in less than 7 days. Wow. That’s some velocity.” D. Kusek, 2011.

Utilizing digital marketing today, if done correctly, can be just as good - if not better, than the old way of marketing music artists via television and radio. There are plenty of really amazing recording artists in the world that never get their chance to be heard, because record labels are afraid to take a “risk” with a new sound. Record labels tend to go with proven artists that have sold tons of music before and hope their flame does not burn out. Things are going to change in this digital age, as major labels will recognize that independent artists can effectively reach success on their own. Who needs a major when you have digital marketing and distribution?

Similar blog post regarding digital marketing:

http://cliffanderson.blogspot.com/2011/04/music-publishing-in-digital-age.html

Reference:

David Kusek, 2011. Quality and Talent Win, www.futureofmusicbook.com, retrieved on 05/08/2011 from:

http://www.futureofmusicbook.com/2011/04/quality-and-talent-wins-online/