Marketing In The Music Industry - Past & Present

In the past, local music acts could only normally reach a fanbase in their area, until - if they're good enough - are signed to a label, thus achieving wider audiences throughout their country or even worldwide. Before this, a music label representitive would attend one of their shows and possibly offer them a deal.

However now, these local bands can achieve a worldwide fanbase by using sevices such as Spotify, Bandcamp and Myspace. For labels, this means that they only need to search the internet very easily to find unsigned acts with 1000s of followers. Any band or project can release an album with virtual 0 money, and distribute it for free only as no packaging is involved.

• Digital Natives - People who have grown up in the modern digital age and the Internet. (1990s-????)
• Digital Immigrants - People who try to adapt and understand the use of digital technology and the Internet. (Pre-1990s)

P2P are sites where users can share files illegally (piracy) which majorly hit the music industry with the release of Napster.

We will have to consider the 5 stages of production:

• Production
• Distribution
• Marketing
• Exchange
• Consumption