Track 6: The Last Song

As discussed throughout the previous posts, social media has shaped society as we know it today. As the younger generation becomes more involved in the economic market, the various niche markets have been exploring how they can best take advantage of the opportunities the third and fourth screen have created. As the social media and advertising sphere are changing constantly and at an increasing rate, it’s becoming more and more important for industries to keep in touch with best social media practices.

Best Practice in Action

Specifically, the music industry has found strength in social media for the younger alternative market. The alternative music market in particular has a growing millennial fan-base, so social media marketing is becoming to be a commonplace (and common sense) occurrence. As previously explored, a trickle-down effect has occurred within the music industry in regards to using social media for advertising purposes. While it is incredibly important that the larger names at the top of the music industry chain are using social media to promote the indie bands they sponsor, it’s been shown that even the smallest unit in the chain can thrive on social media. Bands have a good rap for successfully using social media to connect with their fans interpersonally and to humanize themselves, especially on Twitter.

Moving past this, labels use social media to interact with their fans and promote multiple bands at once, effectively taking all that the bands do well and incorporating into the larger scheme of things. While sometimes it seems as if bands are almost more successful using social media on their own, labels are making great strides to using social media to their full potential.

In addition to the label use of interactive media, radio stations will use it to further their promotion of music. Radio stations, as discussed, are still in efforts to find the medium that works best to get their listeners more interactive, but it appears as if Twitter once again might be the winning platform.

Finally, this blog discussed the strides that alternative music media publications have used in regards to external social media. While it may seem redundant or odd for an entity of the media to refer to additional media, it is really just proof of how omnipresent social media has become in this day and age.

The Bigger Picture

Social media has become a necessity for marketers, especially in regards to the growing involvement and influence of the technological age of millennials. While there will always change and room for improvement, it’s important for marketers in any industry to know what their audience needs and anticipate how to best meet it before the next app update.



  1. I love how in previous posts you mentioned the third screen, and then you went on and mentioned the fourth screen in this post. It really connected the dots for me on the topic. I also could not agree more with the fact that social media is the best way to reach a younger demographic. This point stuck with me throughout your entire blog! Also, although I am not as informed in the music industry, I can definitely resonate with your argument stating that businesses must keep up with the most current social media practices. Designing their social media marketing strategies for the intended audience and most importantly, recognizing that what is popular constantly changes, are key components to a successful social media presence.



  2. Thanks for your comment Talia! I’m so glad I was able to explain how the music industry uses social media in a way that resonated with someone with other strengths and focal points!



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