Music industry embracing digital marketing

The music industry is increasingly embracing digital marketing techniques to promote artists and their latest albums, an expert has stated.

According to Sonal Gandhi, an analyst at Forrester, record labels are starting to realise the money-making potential offered by mobile applications.

As a result, she believes more labels and artists will start to use apps as a promotional vehicle, reports StrategyEye.

Indeed, she stated that they could soon be a standard part of any artist's marketing campaign.

Ms Gandhi said digital marketing has allowed artists to continue issuing new content to fans even if they do not have an album out.

"You can keep putting out creative output in the form of videos and songs and remixes," she commented.

"That's the way to make money these days."

Ms Gandhi added that this is becoming a good way for record labels to generate wealth, because other revenue streams are starting to dry up.

According to figures from the BPI, album sales in the UK dropped by 3.5 per cent during 2009.

Product category: Electronic musical instruments