Harnessing the Power of Social Media in the Music Industry: A Finnish Case Study

This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power of social media in the music industry.