ТРАНСФОРМАЦІЯ КОМУНІКАЦІЙНИХ СТРАТЕГІЙ У МУЗИЧНОМУ БІЗНЕСІ В ЦИФРОВОМУ СЕРЕДОВИЩІ
Ключові слова:
менеджмент, комунікативний менеджмент, соціокультурна діяльність, музичний бізнес, комунікаційна стратегія, цифрові платформи, музичний проєкт, цифрові комунікації, взаємодія з аудиторією
Анотація
У статті досліджено зміни комунікаційних стратегій у музичному бізнесі, зумовлені розвитком цифрових платформ. Визначено ключові трансформації механізмів просування музичних проєктів та взаємодії між артистом, менеджментом, лейблом, медіа, цифровими платформами й аудиторією. Обґрунтовано перехід від лінійної до мережевої моделі комунікації, за якої зростає роль прямої взаємодії зі слухачами, алгоритмічного просування та цифрової аналітики. Систематизовано аудиторно-орієнтований, платформно-диференційований, контентно-інтегрований, діалоговий та аналітико-адаптивний підходи до формування комунікаційних стратегій. Запропоновано послідовність їх реалізації як безперервного управлінського циклу, що поєднує позиціонування, сегментацію аудиторії, вибір платформ, формування контенту, залучення слухачів, оцінювання результатів і коригування комунікаційних рішень.
Посилання
1. Prey R., Esteve Del Valle M., Zwerwer L. Platform pop: disentangling Spotify’s intermediary role in the music industry. Information, Communication & Society. 2022. Vol. 25, No. 1. P. 74-92. DOI: https://doi.org/10.1080/1369118X.2020.1761859
2. Geurts A., Cepa K. Transforming the music industry: How platformization drives business ecosystem envelopment. Long Range Planning. 2023. Vol. 56, No. 4. Art. 102327. DOI: https://doi.org/10.1016/j.lrp.2023.102327
3. Qu S., Hesmondhalgh D., Xiao J. Music streaming platforms and self-releasing musicians: the case of China. Information, Communication & Society. 2023. Vol. 26, No. 4. P. 699-715. DOI: https://doi.org/10.1080/1369118X.2021.1971280
4. Watson A., Watson J. B., Tompkins L. Does social media pay for music artists? Quantitative evidence on the co-evolution of social media, streaming and live music. Journal of Cultural Economy. 2023. Vol. 16, No. 1. P. 32-46. DOI: https://doi.org/10.1080/17530350.2022.2087720
5. Ryan Bengtsson L., Edlom J. Commodifying participation through choreographed engagement: the Taylor Swift case. Arts and the Market. 2023. Vol. 13, No. 2. P. 65-79. DOI: https://doi.org/10.1108/AAM-07-2022-0034
6. Nwagwu W. E., Akintoye A. Influence of social media on the uptake of emerging musicians and entertainment events. Information Development. 2024. Vol. 40, No. 4. P. 667-692. DOI: https://doi.org/10.1177/02666669221151162
7. Murphy S., Hume M. The new digital music marketing ecosystem: artist direct. Creative Industries Journal. 2025. Vol. 18, No. 2. P. 172-204. DOI: https://doi.org/10.1080/17510694.2023.2214492
8. Aguiar L., Waldfogel J. Platforms, Power, and Promotion: Evidence from Spotify Playlists. The Journal of Industrial Economics. 2021. Vol. 69, No. 3. P. 653-691. DOI: https://doi.org/10.1111/joie.12263
9. Sim J., Park J. G., Cho D., Smith M. D., Jung J. Bestseller lists and product discovery in the subscription-based market: Evidence from music streaming. Journal of Economic Behavior & Organization. 2022. Vol. 194. P. 550–567. DOI: https://doi.org/10.1016/j.jebo.2021.12.030
10. IFPI. Global Music Report 2021. London : International Federation of the Phonographic Industry, 2021. URL: https://www.ifpi.org/ifpi-issues-annual-global-music-report-2021/ (дата звернення: 03.09.2026).
11. IFPI. Global Music Report 2022. London : International Federation of the Phonographic Industry, 2022. URL: https://ifpicr.cz/global-music-report-2022 (дата звернення: 03.09.2026).
12. IFPI. Global Music Report 2023. London : International Federation of the Phonographic Industry, 2023. URL: https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf (дата звернення: 03.09.2026).
13. IFPI. Global Music Report 2024: State of the Industry. London : International Federation of the Phonographic Industry, 2024. URL: https://www.ifpi.org/wp-content/uploads/2024/04/GMR_2024_State_of_the_Industry.pdf (дата звернення: 03.09.2026).
14. IFPI. Global Music Report 2025. London : International Federation of the Phonographic Industry, 2025. URL: https://ifpicr.cz/global_music_report_2025 (дата звернення: 03.09.2026).
15. IFPI. Global Music Report 2026: State of the Industry. London : International Federation of the Phonographic Industry, 2026. URL: https://www.ifpi.org/global-music-report-2026-global-recorded-music-revenues-grow-6-4-as-record-companies-drive-innovation/ (дата звернення: 03.09.2026).
16. IFPI. Engaging with Music 2022. London : International Federation of the Phonographic Industry, 2022. URL: https://www.ifpi.org/ifpi-releases-engaging-with-music-2022-report/ (дата звернення: 03.09.2026).
17. Leyshon A., Watson A. The Rise of the Platform Music Industries. Newcastle upon Tyne : Agenda Publishing, 2025. DOI: https://doi.org/10.2307/jj.31213437
18. International Federation of the Phonographic Industry. Engaging with Music 2023. London : IFPI, 2023. URL: https://www.ifpi.org/wp-content/uploads/2023/12/IFPI-Engaging-With-Music-2023_full-report.pdf (дата звернення: 04.09.2026).
1. Prey R., Esteve Del Valle M., Zwerwer L. (2022) Platform pop: disentangling Spotify’s intermediary role in the music industry. Information, Communication & Society, vol. 25, no. 1, pp. 74-92. DOI: https://doi.org/10.1080/1369118X.2020.1761859
2. Geurts A., Cepa K. (2023) Transforming the music industry: How platformization drives business ecosystem envelopment. Long Range Planning, vol. 56, no. 4, art. 102327. DOI: https://doi.org/10.1016/j.lrp.2023.102327
3. Qu S., Hesmondhalgh D., Xiao J. (2023) Music streaming platforms and self-releasing musicians: the case of China. Information, Communication & Society, vol. 26, no. 4, pp. 699-715. DOI: https://doi.org/10.1080/1369118X.2021.1971280
4. Watson A., Watson J. B., Tompkins L. (2023) Does social media pay for music artists? Quantitative evidence on the co-evolution of social media, streaming and live music. Journal of Cultural Economy, vol. 16, no. 1, pp. 32-46. DOI: https://doi.org/10.1080/17530350.2022.2087720
5. Ryan Bengtsson L., Edlom J. (2023) Commodifying participation through choreographed engagement: the Taylor Swift case. Arts and the Market, vol. 13, no. 2, pp. 65-79. DOI: https://doi.org/10.1108/AAM-07-2022-0034
6. Nwagwu W. E., Akintoye A. (2024) Influence of social media on the uptake of emerging musicians and entertainment events. Information Development, vol. 40, no. 4, pp. 667-692. DOI: https://doi.org/10.1177/02666669221151162
7. Murphy S., Hume M. (2025) The new digital music marketing ecosystem: artist direct. Creative Industries Journal, vol. 18, no. 2, pp. 172-204. DOI: https://doi.org/10.1080/17510694.2023.2214492
8. Aguiar L., Waldfogel J. (2021) Platforms, Power, and Promotion: Evidence from Spotify Playlists. The Journal of Industrial Economics, vol. 69, no. 3, pp. 653-691. DOI: https://doi.org/10.1111/joie.12263
9. Sim J., Park J. G., Cho D., Smith M. D., Jung J. (2022) Bestseller lists and product discovery in the subscription-based market: Evidence from music streaming. Journal of Economic Behavior & Organization, vol. 194, pp. 550-567. DOI: https://doi.org/10.1016/j.jebo.2021.12.030
10. IFPI (2021) Global Music Report 2021. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/ifpi-issues-annual-global-music-report-2021/ (accessed September 3, 2026).
11. IFPI (2022) Global Music Report 2022. London: International Federation of the Phonographic Industry. Available at: https://ifpicr.cz/global-music-report-2022 (accessed September 3, 2026).
12. IFPI (2023) Global Music Report 2023. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf (accessed September 3, 2026).
13. IFPI (2024) Global Music Report 2024: State of the Industry. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/wp-content/uploads/2024/04/GMR_2024_State_of_the_Industry.pdf (accessed September 3, 2026).
14. IFPI (2025) Global Music Report 2025. London: International Federation of the Phonographic Industry. Available at: https://ifpicr.cz/global_music_report_2025 (accessed September 3, 2026).
15. IFPI (2026) Global Music Report 2026: State of the Industry. London:International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/global-music-report-2026-global-recorded-music-revenues-grow-6-4-as-record-companies-drive-innovation/ (accessed September 3, 2026).
16. IFPI (2022) Engaging with Music 2022. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/ifpi-releases-engaging-with-music-2022-report/ (accessed September 3, 2026).
17. Leyshon A., Watson A. (2025) The Rise of the Platform Music Industries. Newcastle upon Tyne: Agenda Publishing. DOI: 10.2307/jj.31213437.
18. International Federation of the Phonographic Industry (2023) Engaging with Music 2023. London: IFPI. Available at: https://www.ifpi.org/wp-content/uploads/2023/12/IFPI-Engaging-With-Music-2023_full-report.pdf (accessed September 4, 2026).
2. Geurts A., Cepa K. Transforming the music industry: How platformization drives business ecosystem envelopment. Long Range Planning. 2023. Vol. 56, No. 4. Art. 102327. DOI: https://doi.org/10.1016/j.lrp.2023.102327
3. Qu S., Hesmondhalgh D., Xiao J. Music streaming platforms and self-releasing musicians: the case of China. Information, Communication & Society. 2023. Vol. 26, No. 4. P. 699-715. DOI: https://doi.org/10.1080/1369118X.2021.1971280
4. Watson A., Watson J. B., Tompkins L. Does social media pay for music artists? Quantitative evidence on the co-evolution of social media, streaming and live music. Journal of Cultural Economy. 2023. Vol. 16, No. 1. P. 32-46. DOI: https://doi.org/10.1080/17530350.2022.2087720
5. Ryan Bengtsson L., Edlom J. Commodifying participation through choreographed engagement: the Taylor Swift case. Arts and the Market. 2023. Vol. 13, No. 2. P. 65-79. DOI: https://doi.org/10.1108/AAM-07-2022-0034
6. Nwagwu W. E., Akintoye A. Influence of social media on the uptake of emerging musicians and entertainment events. Information Development. 2024. Vol. 40, No. 4. P. 667-692. DOI: https://doi.org/10.1177/02666669221151162
7. Murphy S., Hume M. The new digital music marketing ecosystem: artist direct. Creative Industries Journal. 2025. Vol. 18, No. 2. P. 172-204. DOI: https://doi.org/10.1080/17510694.2023.2214492
8. Aguiar L., Waldfogel J. Platforms, Power, and Promotion: Evidence from Spotify Playlists. The Journal of Industrial Economics. 2021. Vol. 69, No. 3. P. 653-691. DOI: https://doi.org/10.1111/joie.12263
9. Sim J., Park J. G., Cho D., Smith M. D., Jung J. Bestseller lists and product discovery in the subscription-based market: Evidence from music streaming. Journal of Economic Behavior & Organization. 2022. Vol. 194. P. 550–567. DOI: https://doi.org/10.1016/j.jebo.2021.12.030
10. IFPI. Global Music Report 2021. London : International Federation of the Phonographic Industry, 2021. URL: https://www.ifpi.org/ifpi-issues-annual-global-music-report-2021/ (дата звернення: 03.09.2026).
11. IFPI. Global Music Report 2022. London : International Federation of the Phonographic Industry, 2022. URL: https://ifpicr.cz/global-music-report-2022 (дата звернення: 03.09.2026).
12. IFPI. Global Music Report 2023. London : International Federation of the Phonographic Industry, 2023. URL: https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf (дата звернення: 03.09.2026).
13. IFPI. Global Music Report 2024: State of the Industry. London : International Federation of the Phonographic Industry, 2024. URL: https://www.ifpi.org/wp-content/uploads/2024/04/GMR_2024_State_of_the_Industry.pdf (дата звернення: 03.09.2026).
14. IFPI. Global Music Report 2025. London : International Federation of the Phonographic Industry, 2025. URL: https://ifpicr.cz/global_music_report_2025 (дата звернення: 03.09.2026).
15. IFPI. Global Music Report 2026: State of the Industry. London : International Federation of the Phonographic Industry, 2026. URL: https://www.ifpi.org/global-music-report-2026-global-recorded-music-revenues-grow-6-4-as-record-companies-drive-innovation/ (дата звернення: 03.09.2026).
16. IFPI. Engaging with Music 2022. London : International Federation of the Phonographic Industry, 2022. URL: https://www.ifpi.org/ifpi-releases-engaging-with-music-2022-report/ (дата звернення: 03.09.2026).
17. Leyshon A., Watson A. The Rise of the Platform Music Industries. Newcastle upon Tyne : Agenda Publishing, 2025. DOI: https://doi.org/10.2307/jj.31213437
18. International Federation of the Phonographic Industry. Engaging with Music 2023. London : IFPI, 2023. URL: https://www.ifpi.org/wp-content/uploads/2023/12/IFPI-Engaging-With-Music-2023_full-report.pdf (дата звернення: 04.09.2026).
1. Prey R., Esteve Del Valle M., Zwerwer L. (2022) Platform pop: disentangling Spotify’s intermediary role in the music industry. Information, Communication & Society, vol. 25, no. 1, pp. 74-92. DOI: https://doi.org/10.1080/1369118X.2020.1761859
2. Geurts A., Cepa K. (2023) Transforming the music industry: How platformization drives business ecosystem envelopment. Long Range Planning, vol. 56, no. 4, art. 102327. DOI: https://doi.org/10.1016/j.lrp.2023.102327
3. Qu S., Hesmondhalgh D., Xiao J. (2023) Music streaming platforms and self-releasing musicians: the case of China. Information, Communication & Society, vol. 26, no. 4, pp. 699-715. DOI: https://doi.org/10.1080/1369118X.2021.1971280
4. Watson A., Watson J. B., Tompkins L. (2023) Does social media pay for music artists? Quantitative evidence on the co-evolution of social media, streaming and live music. Journal of Cultural Economy, vol. 16, no. 1, pp. 32-46. DOI: https://doi.org/10.1080/17530350.2022.2087720
5. Ryan Bengtsson L., Edlom J. (2023) Commodifying participation through choreographed engagement: the Taylor Swift case. Arts and the Market, vol. 13, no. 2, pp. 65-79. DOI: https://doi.org/10.1108/AAM-07-2022-0034
6. Nwagwu W. E., Akintoye A. (2024) Influence of social media on the uptake of emerging musicians and entertainment events. Information Development, vol. 40, no. 4, pp. 667-692. DOI: https://doi.org/10.1177/02666669221151162
7. Murphy S., Hume M. (2025) The new digital music marketing ecosystem: artist direct. Creative Industries Journal, vol. 18, no. 2, pp. 172-204. DOI: https://doi.org/10.1080/17510694.2023.2214492
8. Aguiar L., Waldfogel J. (2021) Platforms, Power, and Promotion: Evidence from Spotify Playlists. The Journal of Industrial Economics, vol. 69, no. 3, pp. 653-691. DOI: https://doi.org/10.1111/joie.12263
9. Sim J., Park J. G., Cho D., Smith M. D., Jung J. (2022) Bestseller lists and product discovery in the subscription-based market: Evidence from music streaming. Journal of Economic Behavior & Organization, vol. 194, pp. 550-567. DOI: https://doi.org/10.1016/j.jebo.2021.12.030
10. IFPI (2021) Global Music Report 2021. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/ifpi-issues-annual-global-music-report-2021/ (accessed September 3, 2026).
11. IFPI (2022) Global Music Report 2022. London: International Federation of the Phonographic Industry. Available at: https://ifpicr.cz/global-music-report-2022 (accessed September 3, 2026).
12. IFPI (2023) Global Music Report 2023. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf (accessed September 3, 2026).
13. IFPI (2024) Global Music Report 2024: State of the Industry. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/wp-content/uploads/2024/04/GMR_2024_State_of_the_Industry.pdf (accessed September 3, 2026).
14. IFPI (2025) Global Music Report 2025. London: International Federation of the Phonographic Industry. Available at: https://ifpicr.cz/global_music_report_2025 (accessed September 3, 2026).
15. IFPI (2026) Global Music Report 2026: State of the Industry. London:International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/global-music-report-2026-global-recorded-music-revenues-grow-6-4-as-record-companies-drive-innovation/ (accessed September 3, 2026).
16. IFPI (2022) Engaging with Music 2022. London: International Federation of the Phonographic Industry. Available at: https://www.ifpi.org/ifpi-releases-engaging-with-music-2022-report/ (accessed September 3, 2026).
17. Leyshon A., Watson A. (2025) The Rise of the Platform Music Industries. Newcastle upon Tyne: Agenda Publishing. DOI: 10.2307/jj.31213437.
18. International Federation of the Phonographic Industry (2023) Engaging with Music 2023. London: IFPI. Available at: https://www.ifpi.org/wp-content/uploads/2023/12/IFPI-Engaging-With-Music-2023_full-report.pdf (accessed September 4, 2026).
Опубліковано
2026-10-29
Як цитувати
Козоріз, О. (2026). ТРАНСФОРМАЦІЯ КОМУНІКАЦІЙНИХ СТРАТЕГІЙ У МУЗИЧНОМУ БІЗНЕСІ В ЦИФРОВОМУ СЕРЕДОВИЩІ. Підприємництво та інновації, (42), 70-76. https://doi.org/10.32782/2415-3583/42.10
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Авторське право (c) 2026 О.Є. Козоріз
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