Impact of Digitization on Media and Media Presence of Debut Bands within Hard Rock and Metal Genres

Master's thesis Music Management MU501 - University of Agder 2018Since its introduction to the market, digital technology has continuously challenged various industries and their business models, including that of the media industry. Although the media industry was formerly ascribed the role of a gatekeeper and tastemaker for music, in a world in which the digital realm is profoundly related to daily life and new devices, platforms, and forms of media regularly emerge, it is questionable whether media industry channels can continue in the same role. The aim of this study is to understand and evaluate how the current status of media industries is affected by digitization. In particular, the project focuses on the role of newspapers, magazines, and their online counterparts within contemporary music journalism and publicity practices, and the way in which the relationships between these affect media presences of debut bands within the hard rock and metal genres. This thesis is based on a study of literature and reports from various bodies such as Reuters Institute and IFPI as well as of recent articles and discussions in relevant media outlets. The study also draws on in-depth interviews with high-ranking figures in the media and publicity spheres. The discussion chapter of this thesis reflects on findings from the above-mentioned research and attempts to anticipate future developments within the media industry; it also identifies opportunities and provides possible strategies for improving the media presence of debut artists within the hard rock and metal genres