Opinion
Thoughts on New Media & Music
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