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Facebook as a digital music platform: Communicative reorganization of Estonian music culture

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Algorithmically curated playlists on streaming platforms have gotten a very powerful format for music consumption. Many see this as a menace to the worth of recorded music as an autonomous artwork kind and understand a passive relationship between customers and recordings.

A decline of music journalism and criticism has additionally been observed—their diminishing affect each as a music enterprise supporter and as an evaluator, interpreter, explainer and producer of meanings in music tradition. Madis Järvekülg, who lately defended his doctoral thesis on the Baltic Movie, Media and Arts Faculty of Tallinn University, discusses the influence of social media on the Estonian music panorama.

In a state of affairs the place world digital platforms have taken maintain of a big share of promoting income that used to feed legacy media firms, it is vitally troublesome to keep up a significant native cultural journalism scene. This drawback is exacerbated by a course of that inevitably emerges within the digital media ecosystem: the fragmentation of audiences.

“With this frame of reference, it is interesting to observe what music journalists, music industry professionals and music enthusiasts are doing on the most popular social network in Estonia—Facebook,” says Madis Järvekülg on the background of his analysis. “Does this platform allow for meaningful music debates, which many consider to be less and less present in the ‘old media,’ and what is the role of this platform in the activities of local music businesses?”

Many music journalists, specialists and companies function in very totally different roles within the native music business system on the similar time. One particular person can work as a radio host, critic, occasion organizer, supervisor, musician and extra. Fb makes it attainable for these roles and identities to each multiply and merge into each other.

“These potentials can be considered ‘affordances’ of this platform, which can be used strategically in different ways, such as to increase visibility among the target audiences,” explains Järvekülg, “after all, attention is the key resource for success which is fought over in today’s oversaturated market.” Fb appears to be particularly essential to so-called area of interest music cultures and micro-independent gamers, who’re good at creatively utilizing the “affordances” of the platform for advertising functions, and fewer for the leaders of the mainstream music business.

Fb allows music followers to interact in neighborhood actions which are extra associated to the pre-digital world of music—lively teams have organized round well-defined music genres, document accumulating, music quizzes and music evaluation, sharing recollections, and so forth. These context-sensitive so-called narrative and social practices appear to counteract the development of music datafication (and algorithmic personalization) that’s being led by streaming platforms like Spotify.

A sure understanding of the autonomy of roles by which the connection between the “industry” and music press, for instance, was addressed within the pre-digital music world has change into largely redundant immediately. Järvekülg finds that because the Estonian market may be very small, the multiplication and convergence of roles is partly inevitable. “At the local level, our music industry also needs consistently reliable data on both music consumption and the activities of music business specialists,” he stated.

The outcomes of the doctoral thesis conclude that though the influence of social media on tradition is usually thought-about to be somewhat detrimental, within the context of the Estonian music business, optimistic results will also be seen—what occurs on Fb is in some ways significant to communities, supportive of range and due to this, even perhaps “culturally valuable.”

“These are things to keep in mind when making decisions about media and cultural policy,” Järvekülg sums up the broader context of his analysis.

Madis Järvekülg defended his doctoral thesis “Fb as a digital music platform: Communicative reorganization of Estonian music tradition” on April 18.

Facebook signs deal with music label Universal Music

Extra info:
Thesis: … p=separate&tool=info

Supplied by
Estonian Research Council

Fb as a digital music platform: Communicative reorganization of Estonian music tradition (2022, May 5)
retrieved 5 May 2022

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