The Impact of Digitalization on Music Consumption Behaviour and Artist Revenue Models in the Streaming Era

The Music Industry was seriously affected by the COVID-19 pandemic. It impacted how musicians made and marketed their music and how the accessibility of music for consumers changed. The aim of this study is to identify the relationship between the two aspects of music production and marketing and the consumption of music by listeners in the post-pandemic era. The study sample comprised five participants of different age groups: Participant 1 (18), Participant 2 (21), Participant 3 (37), Participant 4 (40), and Participant 5 (47). Personal interviews with each participant were conducted to collect data regarding changes observed in the industry, their opinions on these changes, and how music accessibility differs for them compared to the past. The data revealed that four out of the five participants believe that music has become much more accessible through social media platforms and streaming services, which have also enabled them to discover new songs and artists. Every participant agreed that the way music is made and marketed today is significantly different from how it used to be, and that this transformation accelerated due to the digitalization of music in the post-pandemic period.

Music Industry, Marketing, Digitalization, Consumer Behaviour

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