Music sales and artists popularity on social media

Andrzej Szymkowiak, Bartosz M. Kubala, Marcin Adam Antoniak


The Internet not only affects business processes and information exchange, but also art, including music. Communication between performers and their followers has moved to the net, and more specifically, to social media. The growing popularity of the digital music format has contributed to a dynamic development of streaming services. Therefore, the present paper aims to analyse the relation between the number of people following and watching popular artists on three social networks and the number of listeners on a popular streaming service. Furthermore, it examines the presence of artists on social media and streaming services. The study findings will help the performers decide which of their Internet activities are most related to the results they have achieved on the streaming service. They may also increase the efficiency of planning activities aimed at increasing the number of followers, and, accordingly, the number of people listening to their music.


Social media marketing; popularity on social media; music industry; music streaming service.

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306


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