The Role of Music Media in the Promotion of Artists – Then and Now

The Role of Music Media in the Promotion of Artists – Then and Now

Music media has always been very important in helping artists succeed and in how audiences experience music. The ways that musicians promote their work have changed a lot over time. They used to promote their music on radio stations and music television. Now, they use digital streaming services and social media networks. This blog looks at how music media has changed its role in promoting artists. It talks about the changes in marketing strategies and ways to engage fans.

Music Media in the Past: Radio, MTV, and Music Videos

In the middle to late 20th century, the main way to promote music was through traditional media like radio and television. Radio stations controlled a lot of the music that people heard. DJs had a big impact on which songs reached the public (Jones, 2019). For example, Elvis Presley became famous because his songs were played a lot on the radio.

When MTV started in 1981, it changed the way music was promoted because it added a visual element: music videos. Artists like Michael Jackson and Madonna used music videos not only to promote songs but also to create strong visual identities. Michael Jackson's "Thriller" is a great example of a music video that became a cultural event. This made his album sales go up and made him more popular around the world (Frith, 2018). Music videos became an important marketing tool. They were often used to enhance storytelling and boost commercial success (Kaplan, 2020).

The Digital Revolution: YouTube and the Rise of Streaming

In the mid-2000s, YouTube became popular. Artists like Justin Bieber showed how this website could make them famous. Bieber was discovered on YouTube, which allowed him to reach a global audience directly without the help of traditional record labels (Morris and Powers, 2015). YouTube and streaming services like Spotify have changed the way music is promoted. They give people around the world instant access to music. Also, when users share songs, they make the songs more popular. Independent artists like Billie Eilish have used these platforms to become successful, showing that music promotion is becoming more equal for all (Baym, 2012).

In 2025, it was key to integrate playlist placements with social media buzz. Getting on editorial playlists drives streams, but social media makes these playlists more popular by getting fans to engage with them and share them with their friends (Symphonic, 2025). Streaming and social media work well together to create a multi-channel approach that helps sustain long-term growth.

Social Media: TikTok and New Fan Engagement Models

In recent years, TikTok has become a popular tool for promoting products and services. For example, Lil Nas X's song "Old Town Road" became a big hit on TikTok and even reached the top of Billboard charts around the world (Li and Zhong, 2021). Doja Cat and Olivia Rodrigo are two artists who have used TikTok trends to increase their streaming numbers and engage directly with their fans.

Old Town Road 

Beyond getting a lot of views online, artists are using direct-to-fan platforms such as Patreon to build dedicated fanbases, control their audience data, and make money through subscriptions or exclusive content. This approach reduces the need to rely on social media algorithms and streaming revenue per stream. It allows for more creative freedom and more stable incomes (Bridge Audio, 2025).

Social media platforms allow people to interact and share content in real-time, creating communities that extend beyond music (Jenkins, 2020). This strengthens the emotional connection between the band and their fans, turning them from passive listeners into active supporters.

Emerging Trends: AI, World-Building, and Immersive Experiences

In the future, marketing tools driven by AI will get better at promoting products. These tools will use streaming data to target specific groups of people with ads (Bridge Audio, 2025). Technologies that automate campaign optimization will help artists improve efficiency in competitive markets.

Artists like Snoop Dogg are using live concerts in virtual spaces like Fortnite to create a world for their fans. This shows how music promotion is becoming more exciting and interactive. These new ideas deal with the problem of too much digital content by creating events that are interactive and memorable. These events can help make fans loyal (Bridge Audio, 2025).

Differences and Continuities in Music Promotion

Even though the platforms have changed, storytelling, visual presentation, and emotional connection are still the most important things. The difference is that artists and fans can connect directly with each other, which means they don't need traditional media companies to share information (Morris and Powers, 2015).

The Dynamic Future of Music Promotion

Music media has changed a lot over time. It started with radio and MTV, and then came YouTube and TikTok. These new ways of sharing music have changed the way artists are promoted. These changes create new opportunities and challenges for artists. They must balance creativity, technology, and audience connection. New technologies like virtual and augmented reality will change the way music is promoted. They will offer fans new ways to engage with musicians.

How do you think emerging technologies like virtual and augmented reality will further transform music media in promoting artists?

Written by: Esmaa Baabaa

References

·      Baym, N. (2012). Fans or friends? Seeing social media audiences as musicians do. Participations Journal of Audience & Reception Studies, 9(2), 286–316.

·      Bridge Audio. (2025). Music industry predictions for 2025 in sync, promo, and A&R. Available at: https://www.bridge.audio/blog/music-industry-predictions-for-2025-in-sync-promo-and-ar/ [Accessed October 2025].

·      Frith, S. (2018). Music and Television. In The Cambridge Companion to Pop and Rock (pp. 68-83). Cambridge University Press.

·      Jenkins, H. (2020). Convergence Culture: Where old and new media collide. NYU Press.

·      Jones, S. (2019). The Evolution of Radio: From AM to Streaming. Journal of Media History, 14(1), 45-60.

·      Kaplan, E.A. (2020). Music Video and the Politics of Representation. Cultural Studies Review, 26(1), 73-91.

·      Li, X., & Zhong, R. (2021). TikTok and the viral music phenomenon: Mechanisms and implications. International Journal of Media & Cultural Politics, 17(3), 305-320.

·      Morris, J., & Powers, D. (2015). Control, curation and musical experience in streaming music services. Creative Industries Journal, 8(2), 106-122.

·      Symphonic. (2025). Top social media trends every musician needs to know in 2025. Available at: https://blog.symphonic.com/2025/01/28/top-social-media-trends-every-musician-needs-to-know-in-2025-3/ [Accessed October 2025].