Social Media is revolutionising the Music industry. There was a time when celebrity musicians were positioned as unreachable idols. Those days are long gone;
in today's wired marketplace, musicians have to forge a personal relationship with their audience to keep their music followers' interest. And for many, that means
creating opportunities for fans to have an inside look into all aspects of an artist's life.

Before investing precious time and resources into artist promotion and building up your brand online, understanding what purpose it serves is critical. It's really easy to get caught up in the wrong thing on social media "how to get to a million views on YouTube" or "how many followers should I have on Twitter" (read more about this here). That really is the wrong approach, because the effort doesn't mean anything without knowing why the social platforms matter in the first place.

What has caused this shift toward transparency? The simple answer is the Internet. The more complex answer is that the Internet has become so woven into the fabric of our culture as to create a sense of immediate fulfillment and enable complete access to almost anyone and anything.

The Importance Of Fan Engagement
The physical technology and the conceptual structure of the Internet have given music followers the ability to craft their own online experiences. If one artist is not providing the type of fan engagement a consumer seeks, the odds are very high that some other comparable artist is. This puts the fan in a position of greater power and influence than ever seen before in the music industry.

But this isn't necessarily bad news for musicians, labels, mangers, or anyone else in the chain that profits from controlling how people experience their content. Savvy bands that tap into existing and developing technologies can deliver something to their music followers that satiates their demand for an insider glimpse - while also keeping control over the band's image.

The digital music space of 2009 looks very similar to the Internet application space in 1999 - a sea of new technologies, venture-funded start-ups all hoping that their product will be the killer app to revolutionize the business. Many of these will fail, but a handful will survive and change the way the industry operates. Assembling a core toolbox of these digital fan engagement assets is a critical step in marketing an artist moving forward. For musicians (or the team managing their online presence), it is essential to pay attention to available technologies and constantly evaluate what will enhance their fans' interactions with the band.

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Never before have consumers had more choices on how to entertain themselves. The avenues for information are exponentially greater than even 10 years ago. With this has come a massive sense of empowerment in music followers. No longer are they limited to what access or content an artist deems worthy to mete out. The internet and, more specifically, social media, has been incredibly disruptive to the music business and so labels and artists have had to adapt.

As online streaming and download sites replace CD sales, analysing online consumer behaviour is increasingly important for labels as a way to identify how successful a band really is.

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