Digital technology has affected music in a multitude of ways, some of these ways can be seen in my other four blog posts, such as the influence of social media and streaming platforms. Another way in which the rise of technology has affected the development of music is advertising. Advertising regarding modern music is much more effective as it is able to reach a large audience across multiple platforms of media. In the early stages of music advertising, it was much less accessible to advertise your music to a mass, mainstream audience, especially across multiple media platforms. One way in which pre-internet music artists advertised their music to their demographic was through posters. Artists would have to create persuasive posters, advertising their image or their band, where they will be performing and what kind of music it is. Although this method is used today, specifically for tour dates or a local performance in the area of the poster distribution, there are many many more effective ways of spreading your music on a widescale in this day and age than putting up a poster hoping a pedestrian will like the sound of your music while they are walking by. Artists would hope that the posters they have distributed around the area wold bring people to their live performances and that their chosen demographic would grow. Also, if they were a local artist or band, they were able to do street performances in order to attract an audience to their music, this form of advertising is also still used today, with street performers often redirecting people to their social media platforms, in order to keep them up to date with where they will be performing in the future. Street performers in the modern era of music often use this method of promoting their social media to people live as, if they gain a large following, they have a better chance of performing in venues and becoming popular on a global bases, rather than being known locally. Street performing can also be used for making money as well as advertising yourself in the form of busking, as people can give you money for your performance. Although it’s not normally a lot, it’s still better than not performing at all!

Another platform that musicians could use to advertise their music was through newspapers and the radio. Newspapers would have an advertisement page which could contain music artists, music artists are all over newspapers and magazines today, however, they are normally for more reasons than to advertise their music career. Popular musicians these days have a more celebrity status, rather than strictly on a music level of popularity. Large, mass audiences often idolise the lifestyle of these musicians and follow them for the personality on social media or for their style on Instagram instead of just strictly for their music. This consequently causes mass media such as newspapers and magazines to create articles and news stories about something the musician has done in their personal life as opposed to the release of a new album or song. Magazines and newspapers also have social media accounts to post current news stories and to connect with their audience online rather than just the reliance on people purchasing hard copies, as these days most people get the news online. This is also beneficial to musicians as normally, when musicians were able to advertise in newspapers, it only reached a specific demographic of people who read that particular newspapers, whereas newspapers with social media accounts can reach a global audience, therefore maximising the efficiency of the adverts they decide to share. This cross-platform ideology also works through YouTube, as these magazine and newspaper companies are able to make YouTube videos too, with magazines commonly opting to interviewing musicians for the world to see their personality and to find out more about their career.

The radio also plays a big part in cross-platform media advertising as they too have a big presence on YouTube. Radio 1 Xtra for example host plenty of live performances from current and old music artists, along with interviews that get uploaded. This method of advertising shows to be helpful in spreading awareness to an artist as it currently has 800,000 subscribers on the platform, with their most popular upload accumulating 18 million views! So it definitely gets an artist seen by a global audience! There are also television channels such as Vevo and 4music that specialise in running programmes specifically within the theme of music. From showing the top 50 songs in the charts, to their favourite picks, popular throwbacks and an insight to the daily life of famous musicians. These modern, mass forms of advertising show how digital technology has drastically changed in order to fulfil a global demographic as opposed to a local one and artists now have a wide range of platforms at their disposal to share their music to the world!