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The Effects of Online Music Streaming

Lynn Hagen

· Music,Artist Management,Online Streaming,Music Industry,Online Marketing

Spotify, Deezer, Apple Music, who hasn’t heard of these names?

Ever since the development of the online music streaming service Spotify in 2008, buying hardcover albums is slowly becoming a thing of the past. I mean, when was the last time you actually bought a music album in a store?
Little known fact, online music streaming has actually been around since 1993 when Internet Underground Music Archive launched as the first free online music archive. Ever since then online music streaming has been slowly making its way to the huge platform it is now.

The huge growth in online streaming doesn’t mean that hard copy albums are completely
gone, Adele proved this in 2016 when she decided to not offer her album ‘25’ on online
music streaming services. The album actually crushed the all-time first week sales record.

Artists have definitely felt the impact of online streaming, but is that a good or a bad thing?

First of all, let’s debunk the thought of artists not getting paid because their music is available on a ‘free’ music streaming platform. It just means that artists are getting their money more from advertisements instead of album or song sales. They usually even get paid more from a streaming service than they would from a record store.
Not all artists are happy with the shift to online streaming though. Taylor Swift publicly voiced her concerns with music streaming in 2014. In her opinion, streaming services would devalue the art of music. Whether or not she still supports this suggestion now that she is one of the most streamed artists on Spotify, is another discussion. Fair enough, she did hold out for a little bit.

There are other big artists that are still holding out on online streaming services, like Garth Brooks, who actually calls YouTube ‘The Devil’ and refuses to offer his music on any online streaming service out of protest against it. But not all artists that are holding out, do this out of protest. The best example of this is Jay-Z, he isn’t his offering his music (or Beyoncés Lemonade, boo!) on any streaming service because he founded his own, which is just a clever way of getting more money out of online streaming.

New or upcoming artists should be eager to put their music on online streaming services, because there is a large audience for them to reach. Spotify even has complete teams dedicated to find new music and get it to the consumer.

Whether artists like it or not, online streaming has made music much more accessible to
consumers. As long as you have a good Wi-Fi connection, which we all know can be hard, or a 4G connection you can listen to your music anywhere. There is no more need for downloading, so your phone storage won’t be full with music anymore. And your friends can see what you’re listening to, so you can finally get that DJ gig you’ve always wanted.

Online music streaming is here in full force and it is here to stay. If you would want to read more about the future of online music streaming (in the USA) you can read it here:
http://www.businessinsider.com/spotify-universal- kanye-streaming- revenue-chart- 2017-4

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