From Traditional to Digital Media: The Evolution of the Music Industry
The past few decades have significantly changed as traditional media platforms have moved to a predominantly digital space. This transformation has brought about unique characteristics that distinguish digital from conventional media. To understand these differences, we must explore how they impact our target audiences' production, distribution, and consumption.
This discussion ties into last week’s topic on the critical role of content strategy - particularly in music marketing. As we dedicate hours to developing content strategies that resonate with our artists and audiences, we must acknowledge that this shift doesn’t only affect us as marketers but also affects how our target market consumes information daily.
Digital media tools and platforms offer several opportunities for marketers to create engaging, personalized content that captures the artist’s brand. By combining it with social media, streaming services, and fan engagement, marketers can craft campaigns to retain the audience's attention and build an authentic brand within our community.
This alignment between content strategy and digital media ensures that our marketing efforts are impactful and aligned with our audience’s behaviors and preferences.
News Reporter
Erika Gimenes, news reporter for The Miami Herald 1998
Production and Accessibility
Traditional media in the music industry, which comprises radio, television, and physical album formats, seems like a thing of the past.
When I started my career as a reporter for The Miami Herald, newspapers and magazines were my dream job, as this was the only way people could receive information. The Internet had just begun, and my generation was still navigating this new technology. People still went to the newsstand every morning to purchase newspapers and magazines. I still remember my dad being so excited the first time my name was printed on the first page of a newspaper.
In contrast, digital media has changed how we deliver information, and our audience consumes it. Print media hasn’t vanished entirely yet. However, most people prefer to consume content online. Many magazines I grew up reading are long gone, and their websites have now taken over how we consume content.
Distribution Channels
Traditional media relied heavily on physical distribution channels. Radio stations and music television networks like MTV played a significant role in promoting new music. Physical sales through record stores and concert tours were primarily revenue streams for artists. Getting music on the radio or on shelves involved complex negotiations and significant investment from record labels, as they had to find ways to finance artists’ promotional efforts and tour costs.
Virgin Megastore New York City
Erika Gimenes, at Virgin Megastore in NYC, 1999
Gone are the days when we used to promote artists by attending a midnight album release, getting an autograph signing at Tower Records, or gluing their show flyers on telephone polls.
Today, everything is done through digital media, with the assistance of streaming platforms such as Spotify and Apple Music, which have revolutionized how audiences access music. These platforms offer music that can be accessed on-demand. This results in artists breaking records as they now have the power to reach audiences far beyond their home country without traditional media’s gatekeeping.
Marketing and Fan Engagement
Marketing in traditional media was made up of expensive campaigns that included print ads, television spots, and radio promotions. I remember when I started my career as a music journalist, organizing street teams for bands performing at the Vans Warped Tour, visiting record stores throughout Los Angeles, and asking to pass out flyers, promotional postcards, and stickers promoting their shows.
Today, fan engagement is more interactive and personalized. With social media channels like Instagram, X, and TikTok, artists can connect with fans directly, share behind-the-scenes content, and build personal relationships as they craft their brand.
Monetization and Revenue Models
Traditional media’s revenue model was straightforward, relying on physical sales and royalties for airplay. Artists earned money from album sales, tickets, and tour merchandise. However, after cutting costs associated with production, distribution, agent fees, and marketing, artists were left with a minimal share of the profits.
With digital media, streaming services pay artists per stream and offer crowdfunding, digital downloads, online merchandise, and subscription services. Fans can now pay the artists directly if they choose platforms such as Patreon, where they offer their channel, and fans can pay the artists a small monthly fee.
Reporting for Hollywood.com
Erika Gimenes, Latin Music Awards, 2001
Impact on the Music Industry Ecosystem
Traditional media was the original way gatekeepers (record labels, artists’ management, and record labels) controlled production and distribution. The music scene was dominated by players who dictated how the industry functioned. This is a problem that I heard over and over from bands, as they felt they were controlled and their wants and wishes were never respected and granted.
Today, digital media has made it easier for artists to achieve their goals without significant label support, leading to having them take back control of the career choices they make.
I work primarily with independent artists. I am happy to see that because of digital technology, they can now create and promote their work independently, with little influence on industry professionals who control their every move.
Takeaways
Traditional media seems like it happened years and years ago, but it still had its importance and significance for both people who worked in it, like myself, and the audience that consumed it.
Although it may seem like it’s a thing of the past, digital media has allowed both people who worked in traditional media and its audiences to adopt new ways of digesting content that we consume every day and let us find new and exciting ways to connect in an industry that continues to grow each day.