The evolution of music marketing, from radio to streaming
DOI:
https://doi.org/10.34630/tth.v1i5.6237Keywords:
Musical Marketing, Streaming, Digital Era, Music, RadioAbstract
The article discusses the evolution of music marketing, from the dominance of the radio to the digital era. It first explores the traditional path of marketing in the music industry and then, the transition of the promotion and dissemination strategies to the digital world. In addition, two case studies are analyzed, one at an international level and the other in a national context, about the careers of the artists Drake and Slow J, who stood out for their adherence to streaming platforms, while maintaining a solid reputation in radio plays. Next, the negative impacts of this evolution are studied, as well as the influence of Generations Z and Alpha on the decline of radio stations. Finally, the future of the traditional branch of artist promotion, radio, is questioned and action measures are examined to reverse the current trend of musical marketing evolution.
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