Changes in the music industry

When looking at promoting to the music industry and understanding how to construct a brand for the artist one must evaluate the effect different elements have and how one can manipulate them to the artists advantage. The impact of the vast advancements in technology, weather it be the global influence of internet culture, the development of free downloading software, or the instant availability of music videos all impact the industry phenomenally. Firstly the increase in music downloading software such as lime-wire, and the hundreds of alternative available at the click of a button, forces artist to find new ways to gain revenue that is lost through the loss of interest in physical, tangible CD sales. One way of doing so is, instead of trying to fight a already concrete way of accessing music, is to follow suit in a innovative way such as allowing artist to listen to samples of new music through websites such as myspace, Vevo ect gaining interest in the music and intern the artist. This will further increase in fan base and artist loyality and therefore using techonolgy to further increase brand strength. This can be inplimanted also through video realses on youtube, and promoted through incredibly popular social networking site such a twitter that can broadcast information to the mass's in seconds, free of charge. Previously artist would rely on radio play or public performances to predominately promote them selfs of new music however now the avalbilty the synergy of the internet with innovative PR strategies allows audiences to asses not only new information about the artist, be that music, gigs, appearances or personal information breaking down the boundaries between consumer and producer, and manipulating technology to not only the advantage of the artist but also the audience.