Both creators and consumers were completely thrilled. First, a successful record label must understand who it is promoting and what brand is required for that specific artist. For example, if a music publisher tries to promote a hip-hop musician whose fanbase is aimed at teenagers aged 15 to 19, the record company should analyze which social media platforms that demographic uses most frequently. And with that, if the musician prefers to control their social media platforms on their own or with the help of a marketing team.
This can help establish the artist's identity online. And if done right, this will attract online participation. Desai discovered a similar anomaly when he analyzed the streaming data from Tove Lo. One of his songs was making its way among EDM fans in Sweden.
Two months later, they released “Heroes (We Could Be) with EDM artist Alesso, which went platinum and reached No. Since the music industry has become so overpopulated, many music listeners may not know where to start looking for new artists to listen to. Demonstrating that, while record labels can be a great help for a musician to become entwined in the music industry, the advancement of technology has allowed artists to think of new ways to connect with the public and, ultimately, redefine the future of music. Whether due to the arrival of free streaming platforms such as Soundcloud or even through the Internet itself, record labels have had to reinvent their marketing techniques, business models and distribution of music channels to improve their performance in the music industry.
A music lover can now find their favorite artist on the Internet that fits their specific multi-genre niche; and that artist may have the opportunity to create popular music considering that artists who combine genres have a better chance of expanding their audience. If an independent artist is just starting out and wants to join the music scene, they can present their music in playlists related to the indie genre. This way, their music is more accessible to music listeners who aren't willing to pay to listen to a new artist they don't know. In fact, with more connected technologies and social platforms, there is a new type of musical artist that has broken barriers to entry into the music industry: the independent artist.
Stokes used the company he co-founded, Create Music Group, to seek new opportunities, and they started working with Vine stars like Nash Grier, but they quickly moved to the music space, helping artists collect royalties from YouTube. The lack of financial incentives will affect the number of aspiring artists who want to make music for the love of music. For that reason, a label that wants to introduce a new musician to the music scene may consider releasing their music for free. While the traditional music industry process of record labels and signed artists continues to generate more profits right now, it's fascinating to see that independent musicians are, in fact, the fastest-growing segment of the global recorded music business.
Music distribution is an area in which the significant impact of major record companies on the music industry is most evident.
