Blog 2 - History of music distribution

Music has made its way to the public in different forms over the years. The evolution of music distribution has transformed the way artists reach their audiences, with dramatic shifts in both technology and marketing strategies over time.

The rise of digital platforms in the 21st century has revolutionised these processes, enabling musicians to connect directly with their fans through streaming services and social media. This contrast in distribution and marketing highlights the broader changes in the music industry, as artists navigate the shift from physical to digital, and from mass-market strategies to personalised fan engagement.

Mid to late 20th century

In the mid-20th century, music was primarily distributed through physical formats like vinyl records, cassettes, and CDs, with radio and television playing crucial roles in marketing. Radio was a dominant medium for marketing music, with hit singles being promoted on popular stations. Television shows like "Top of the Pops" and MTV (launched in 1981) became crucial in marketing songs to a wider audience. Musicians also marketed albums through tours, performing live shows across different regions, further promoting their music.

How do musicians market their music now? 

4. Live Performances (Tours, Virtual Concerts, Festivals):

Touring and concerts are also a major revenue stream, including virtual concerts

How do and have the big labels marketed music?  

Major labels (Universal, Sony, Warner) use high-budget, multi-channel campaigns

How does this compare to smaller labels or indie music? 

Independent artists and small labels use leaner, more organic strategies as they have limited budget but has high creativity.

They often produce DIY music videos without a company and focuses on niche genre. For example, indie labels like Sub Pop, XL recordings.

They rarely appear on Billboard charts unless they go viral.