Before the days of Lady Gaga's billion YouTube views, Justin Bieber's Twitter army and even Kanye West's viral social faux-pas at the VMAs, musicians made and promoted platinum selling records. In the earlier days of the music industry, bands relied upon record labels for promotion and distribution to the masses. Artists needed radio pluggers to get their songs on the air, retail marketers to get their albums in record stores and video marketers to get their videos on music television channels such as MTV.
 

In the last 15 years, the music business has changed faster than any other entertainment industry. With the rise of the internet, digital file sharing has contributed to the decline and the need of radio pluggers, retail and video marketers. Bands have had to re-think the way they promote themselves and sell records.
 

Some veteran artists have gotten lost in the technology, while others have embraced the changes with open arms. Elvis Costello released his first album in 1977 which was promoted by busking performances on street corners, radio play and reviews in the Rock n Roll press; 33 years later he is releasing his 30th full length album. The formula for releasing records has changed drastically since 1977. The release and promotion of National Ransom will see Elvis Costello utilizing social media tools such as Facebook and Twitter. Ticket giveaway scavenger hunts are being organized with Foursquare and even live broadcasting via Ustream in conjunction with a New York City radio station.
 

Trent Reznor of Nine Inch Nails is another musician evolving with the changing music industry. He has been a pioneer for digital distribution and an advocate against file sharing. By using social media and innovative online music packages, he believes bands and musicians can create a large fan base that will, in the long term, make money.
 

While the music industry has completely changed in the digital age, artists can still survive by utilizing the tools offered with social media and networking sites.

About the Author

Former rockstarhelper and music marketer, Erica Whiteman is an account executive at public relations agency public relations agency Punch Communications, specialists in tech PR.