The Spotify Exodus
led by Taylor Swift
Recently, Taylor Swift pulled her entire catalogue from the
online/mobile music streaming service Spotify in a dispute over how much
artists are or are not reimbursed for their music being a part of their
service. Following Swift’s departure, some other artists slowly started pulling
their music as well; starting with their latest releases. This conversation has
brought to the forefront of the music industry the changes in music
distribution and whether or not the artists are receiving the same
compensations they once received from traditional album sales, and whether
streaming services such as Spotify and Pandora are truly preventing music
pirating.
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How Digital
Downloading & Distribution is Changing the Music Industry
Whether it is iTunes,
YouTube, streaming services such as Pandora and Spotify, or the growth of
satellite radio stations, the massive growth of digital distribution channels
within the music industry has changed the way artists and record labels
produce, publish, and ultimately connect with their target audience. Understanding
these changes and the new role of record labels, as well as the role of the
artist them selves, is essential for artists trying to succeed in today’s digital
music business- as well as their publicists, managers, and anyone attempting to
be heard by the music listening & buying public.
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New Media Marketing
in the Music Industry
The growth of digital and
social media outlets have altered marketing within the music industry.
Additionally, satellite radio stations such as Sirius XM The Highway which have
given power to the listener to determine radio airplay through social media
requests and digital downloads, has put additional emphasis on the importance
of someone with a well researched, detailed knowledge of social media
platforms, websites, blogs, and how to combine them with traditional media
marketing outlets such as FM radio and television (i.e. music video channels).
It is important to also understand how these platforms can change a music
brand’s business model.
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The Great “Bro
Country” Debate
Artists such as Luke Bryan
and the platinum-selling duo Florida-Georgia Line have been labeled ‘Bro
Country’ for their partying, fraternity style song lyrics and, what some
believe, female-unfriendly messages. The prominent country music blog Taste of Country defined it
as “music by
and of the tatted, gym-toned, party-hearty young American white dude.” The
female-unfriendly lyrics aside, country music traditionalists have questioned
‘bro-country’ music being labeled as country at all- as it often reflects heavy
rock and/or hip-hop influences (i.e. Florida-Georgia Line’s hit single “Cruise”
which featured a rap interlude by rap artist Nelly), and what this growing
trend in the genre of country music means for the future of the industry.
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