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Date: Impact of Social Media on Music Marketing
Introduction
In Australia, a group of artists known as ‘The on Fires’ has used social media networking in reaching their music fans around Australia, United States and parts of Asia. This band has been able to cut down the touring costs associated with marketing their music. Social media has enabled this band to identify the target market that their music can do best, regardless of the geographical distance (Kassaye & Vaccaro 1991) Traditionally, promoting music has been made through gigging and putting of posters. However, the dynamic changes in the technology have led to the materialization of new media equipments. The new changes in technology, such as social networking websites, have allowed interaction between the audience and the music artists. Social networking has enabled individuals to receive feedback from their favorite artists and fans (Kassaye & Vaccaro 1991) Social media marketing has been used by music artists to reach individuals in all parts of the world. Music artists use social media to target the young generation because they contribute to majority of their fans. Most individuals have different perceptions concerning the type of music they listen to, and therefore through social media, they give ideas on ways to improve it (Kayahara & Wellman 2007). In the past decades, music artist have relied on ticket sales, radio play and product singles. Social media has reduced the costs involved in marketing such as research and developments, distribution and promotion. Therefore, social media has posed a great impact on the marketing of music (Kayahara & Wellman 2007).
Impact of Social Media on Music Marketing Digitalization of music has enabled consumers to get access to their favorite music where they can download iTunes and

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