Creators of Music Content in Social Media: New Field of Communication Options or Self-Exploitation? (Part 2)

Section: Advertising and Public Relations

The article describes the new information ecosystem that the creators and con­sumers of music inhabit in post-record-industry times. The generalfocus of research in this field, as a rule, lies on the mechanisms of involvement, motivation and activities of devoted music consumers (fans). This article focuses on the new communication opportunities available in the virtual space to artist as a creator of cultural content, and the transformation of professional work in cultural industries associated with the development of those tools. The article represents the result of a research project held in 2009 under the auspices of the Swedish Institute.