How Streaming Is Changing Music Marketing
Kivimäki, Ida-Maria (2019)
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Music streaming has changed concretely the way we consume music and the music industry and its operations. From changes in music itself and its production to the way music is sold and how revenues are made. This thesis looks into a specific field of the music industry and its possible changes. As a part of this other areas of the music industry are looked into in order to get a complete picture of how transformative music streaming has been to the entire industry. As a relatively new topic the in qualitative research to write this thesis web publications, websites and articles from several industry insiders were used. A questionnaire was also created to get a better idea how Finnish people discover and consume music. The aim of this thesis is to provide some answers to how music marketing has, is and should change in the streaming age. Without adapting to the changes that streaming is bringing to the table, music marketing could fail at offering artists and labels effective promotional support.