Opinion

Thoughts on New Media & Music

Published

15 years ago

May 10, 2010

Caribbean artists in their quest to gain international recognition have no choice but to place emphasis on how new media properties can be exploited. These are indeed exciting and dynamic times in the global recording industry. Artists, consumers and executives alike have witnessed (and continue to witness) historical shifts in the macro and microeconomic structures of the industry, brought on in large part by numerous technological advancements in areas of music production, distribution, and consumption. These technological shifts have catapulted the musical product into a characteristically digital, and computerized realm where ‘new media,’ “the most current electronic means of mass communicating messages to an audience” (Inculink, 2009) has reduced barriers to entry and has created endless opportunities for artists to achieve measurable success.

New media does not depend on the traditional means of communication; rather, it includes the use of the Internet, mobile devices, electronic games, RSS feeds, social networks, blogs and podcasting. While traditional media is still utilized, statistical reports on the growth of new media usage reflects an astounding increase in popularity and preference. New media has introduced affordability, simplicity, convenience and availability, attributes that drive consumer demand in today’s music industry.

Recognizing that “music marketing has always been and will always be about exposure and discovery” (Kusek, et al, 2005) is important. For years, radio, television, MTV, live shows, magazines, brick and mortar retail outlets, and word of mouth have been the dominant methods of exposing new music to consumers. But in today’s characteristically digital market place, we are exposed to new music in a vast array of new and innovative ways that integrate direct and personalized methods and of course, new media. There is no question that the Internet has grown faster than any other media because of its ability to sustain content that is relevant to everyone (Stewart, 2009) and because of this traditional mass media – radio, television, and print – have come under extreme pressure. Not only are consumers venturing to the Internet to access, discover, share, purchase and download music, but marketing executives are following suit and spending their ad dollars on new media strategies.

With this in mind – the Caribbean Cultural Conference 2010 opens the discussion on how Caribbean artists can incorporate new media strategies as they market, promote, and distribute their product.

(Taken from Simone Harris’ Master’s in Music Business Thesis 2010)

Don’t miss the discussion on Friday June 18, 2010!
Panelists for this session will be announced soon.

Visit http://www.caccus.org for updates