From gatekeeping to fame: The impact of digital marketing on musical success

Abstract

In the last few decades, we have witnessed an accelerated revolution of technology and the adoption of digital channels that, gradually, tend to substitute the traditional media. In this scenario, any sector or industry had two options: resisting change with the risk of becoming obsolete or evolving and digitalising. The music industry was no exception. This article explores the music industry's evolution in the digital era, since the transition from the traditional model to the rise of streaming and social media platforms as promotion drivers. New marketing strategies, now adopted by artists, are analysed, as well as the impact of the latest technologies on the way music is produced, distributed and consumed. The discussion shows the opportunities of the digital era, and the challenges, namely, algorithmic concentration, artist superficiality, and the increasing pressure on artists.