NM: The Music Industry – Contextual Research

What role do NMTs now play in promoting artists?

• New Media Technologies play a huge role in the promotion of artists as it allows them to access much wider markets and address the audience on a much more diverse scale.
• New Media Technologies (NMTs) include editing processes such as adobe after effects or adobe premiere elements, this allows the artist to create videos in a certain way and have a certain look or image to the band or artist; this can help artists to promote themselves to certain audiences.
• Furthermore the increased capability of the technology available to the artists, for example the standard of the cameras available are considerably better, this helps the artist to create higher quality videos and present them as much more professional and therefore promotes their songs in a more positive manor.
• However by far the most important technology available to help artists promote themselves is web 2.0.
• The internet gives artists the ability to promote themselves to an audience world wide of all ages and sexes; for example YouTube  has over 1 Billion unique users every month, that means there is a possible 1 Billion people who can view an artist’s music video.

What role does the music press play in promoting artists in a digital media age?

• Music journalism is criticism and reportage about music. It began in the eighteenth century as comment on what is now thought of as 'classical music'.
• This aspect of music journalism, today often referred to as music press, comprises the study, discussion, evaluation, and interpretation of music and its performance.
• Having the press report and give reviews about music whether positive or negative can promote an artist to a worldwide audience.
• The BBC have their own dedicated section for reviews of music, an example recently was Justin Timberlake new album ‘The 20/20 Experience’ the review received over 60,000 views; this is still promotion to the artist and can help get there name out there.