ONLINE, BRAND MANAGEMENT & MUSIC LABELS
The popular music influenced by the online media and streaming service providers
(this document is subject to copyright protection, PR – 18.04.2019, docuemnt im German)
With the emergence of digital music shops and social networks, the environment for the music industry has changed. Today, music consumers have direct access to music and freedom of choice through the digital world. The audience can choose from many providers and forms, for example, a Strea¬min¬gabo solve sen buy a CD or download individual titles from an online shop.
The replacement of traditional physical formats such as CD and vinyl, as well as the illegal sharing and use of music, has forced the music industry to find new ways of advertising and revenue. At least with the sharp decline in physical and in particular album sales as well as the changing interaction between music and the public, the music industry had to act: they collaboratively partnered with technology companies selling digital music and generated through copyright and groove -zungsrechte other income. The music industry created partnerships by targeting additional technical sales channels and placing music in advertising, games and mobile devices.
For their part, the musicians have been given the opportunity through digital sales channels to make their music directly accessible to the public. Today it is no longer absolutely necessary for a band to join a label or transfer all tasks to it. A band can market and publish itself. With its fans and music enthusiasts, they can always contact directly online or offline in contact.
The social networks have created new opportunities for collaboration between the band, the music mediator and the audience. The online distribution channels allow easy and cheap access to global or regional music. With the streaming and down-load service providers, new offers have come onto the market, leaving the customer with the choice of whether to buy music or to make limited use of it.
Even with the shift from a physical to a digital interaction, the audience’s desire for experiences has remained. The relationship between audience, band and experience is central. Therefore, probably in recent years, many new festivals and concerts have arisen, bringing together the interested parties physically again. The audience continues to spend money on music and selects it specifically.
