The Importance of Marketing Research in the Music Industry

By Alexander Stensby

It’s difficult to project the direction of the music business in this continuously changing environment. What a modern musician must endure in order to connect with a relevant, adaptable audience is very challenging in a somewhat turbulent music market. However, the tools available in today’s industrial landscape could benefit music marketers and help pinpoint a target demographic and industry trends.

The music market is controlled primarily by online streaming versus physical releases such as CD’s and vinyl records, so the entire music industry has switched to digital platforms such as Spotify and Amazon Music. It is highly important to understand where the market lies so that you can adapt accordingly.

Device streaming parameters such as listener age, gender, etc. are at your disposal when publishing music material on the given applications. The convenience of metrics such as Spotify for Artists or Apple Music for Artists helps to quantify this data. It’s essential for musicians to have profiles on these sites since they offer a wealth of detailed information.

You must be mindful that these measurements are distinct from off-platform engagement and that combining bitstreams into a more proper marketing research could be tricky. It is crucial to comprehend these trends and how they will affect how music is produced, distributed, and enjoyed. 83% of music sales in the US are made through digital distribution, making it the most popular method of listening to music. In a sector as rapidly changing as the music business, success depends on having a solid understanding of these dramatic upheavals. Thankfully, modern software will assist in helping narrow down your target market and their behavior.

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