6.1 Music
The democratization of music began long before the internet, with technological innovations consistently shifting the power dynamics of the industry. For instance, the launch of MTV on August 1, 1981, marked a seismic shift. No longer was music solely an auditory experience; it became a visual spectacle. Artists gained unprecedented platforms to showcase not only their sound but also their entire persona, influencing fashion, trends, and youth culture globally. MTV’s “heavy rotation” could make or break a career, fundamentally changing how music was marketed and consumed and ushering in an era where image was as crucial as audio.
Because of the Internet, the sheer volume of new music available to consumers is staggering. Consider the global phenomenon known as K-pop. Originating in South Korea, K-pop has experienced explosive growth in popularity, leveraging social media and digital platforms to cultivate massive, highly engaged fan bases worldwide. Its distinctive blend of catchy melodies, intricate choreography, polished production, and vibrant aesthetics has resonated with audiences across cultures. K-pop groups often incorporate multilingual lyrics, particularly English, further expanding their international appeal and contributing to a “translanguage” and “transculture” trend among fans. The industry’s strategic use of teasers, concept trailers, interactive content like fancams, and direct artist-to-fan communication has created a deeply immersive experience for listeners, fostering an unparalleled sense of connection.
This global expansion is evident in the remarkable financial growth of the K-pop industry, with overseas sales reaching nearly $900 million in 2023. While established acts like the boy band BTS and girl group BLACKPINK continue to dominate charts and sell out stadiums, a new wave of groups is continually emerging, contributing to the genre’s sustained growth. Popular current K-pop boy groups include BTS, Tomorrow X Together (TXT), EXO, and Stray Kids. For girl groups, major contenders include BLACKPINK, TWICE, Red Velvet, and ITZY. This vibrant and constantly evolving scene offers consumers an ever-increasing array of choices, reflecting a music landscape where geographical boundaries and traditional genre classifications are increasingly blurred, and where fans have more power than ever to discover and support artists from every corner of the globe.
Aspiring artists now have unprecedented access to global audiences. Platforms like Spotify, Apple Music, and YouTube have democratized music distribution, enabling artists to bypass traditional record labels and connect directly with fans. Social media platforms, including Instagram, TikTok, and X (formerly Twitter), have become powerful tools for building followings, engaging with fans, and promoting music.
While the potential for viral success remains, the competition is fierce. Artists must consistently create high-quality content, engage authentically with their audience, and leverage data analytics to understand their fan base. While social networking sites have empowered artists, they haven’t eliminated the need for professional guidance and support. Many successful musicians still rely on managers, agents, and other industry professionals to navigate the complexities of the modern music business.
Of course, for every major music megastar like Taylor Swift, thousands of unknown singers and bands try to promote their music online with little or no success. Despite this, the industry recognizes that social networking sites have taken some control away from record labels and placed it in the hands of the artists themselves. Social networking sites have arrived as just the latest technological development in the music business. An in-depth examination of the history and evolution of popular music over the last century will help explain some of the current processes and trends in the industry.
