Music marketing CEO: Artist discovery is shifting as social media usage drops

A music marketing CEO has stated that artist discovery is shifting due to a decline in social media usage, indicating a change in how new artists are found and promoted. This shift is likely to impact the music industry and its marketing strategies, potentially leading to new approaches in discovering and promoting emerging artists.

This change matters for social commerce as it highlights the evolving landscape of online discovery and the need for brands and artists to adapt their marketing strategies to reach their target audiences. As social media usage declines, new platforms and methods for discovery may emerge, creating opportunities for social commerce and influencer marketing to play a larger role in promoting artists and products.