How Online Platforms Have Changed the Music Industry

Razni trendovi, različiti glazbeni žanrovi, promjene u kulturi, digitalizacija i globalizacija donijeli su velike promjene u glazbenoj industriji te je doveli do stadija u kojemu je ona sada. Digitalizacija je dovela do najvećih promjena u načinu konzumacije sadržaja, konkretnije glazbe, te glazbene promocije. Društvene mreže su postale ključni alat za samo-promociju glazbenika te nužni čimbenik za dugotrajni uspjeh i relevantnost na sceni. Ukoliko glazbenici uz svoje timove profesionalaca uspiju naći djelotvornu nišu, društvene mreže im mogu uvelike pomoći u uspjehu, boljoj komunikaciji s publikom te broju prodaje, odnosno broja streamova njihove glazbe. Osim društvenih mreža, veliku promjenu u glazbenoj industriji su napravile glazbene streaming platforme koje su postepeno monopolizirale diskografsku industriju te u drugi plan stavile klasične nosače zvuka. Cilj ovog rada je dobiti bolji uvid u to kako su online platforme promijenile glazbenu industriju koristeći se dosadašnjim istraživanjima i literaturom, istraživanjem ovog rada na empirijskom slučaju albuma '30' glazbenice Adele, odnosno njezinom komunikacijom na digitalnim kanalima uoči izlaska samog albuma te intervjua koji je potkrijepio dobivene rezultate.Different trends, different musical genres, changes in culture, digitization and globalization have brought major changes in the music industry and led to the stage where it is now. Digitization has led to the biggest changes in the way content is consumed, specifically musical content, and in music promotion. Social networks are key tools for musicians' self-promotion and a necessary factor for long-term success and relevance on the scene. If musicians manage to find an effective niche with their teams of professionals, social networks can greatly help them in their success, help them make better communication with their audience and increase the number of sales, that is, the number of streams of their music. In addition to social networks, a big change in the music industry was made by music streaming platforms, which gradually monopolized the record industry and put the classic sound carrier in the background. The aim of this work is to get a better insight into how online platforms have changed the music industry using previous research and literature, the research of this work on the empirical case of the album '30' by the musician Adele, i.e. her communication on digital channels before the release of the album itself, and an interview that supported obtained results