The Rhythm of Engagement: How Online Music Platforms Reshape Artistic Distribution and Interaction

Abstract

This study explored the role of online music platforms in transforming artistic distribution and audience engagement, focusing on the opportunities and challenges faced by artists in the digital era. Using a qualitative approach, the research involved in-depth interviews with eight respondents, including independent and signed artists, industry professionals, and experts in music technology and digital distribution. Content analysis was employed. The findings highlight how digital platforms have democratized access to global audiences, enabling artists to reach and engage fans directly, yet also reveal the challenges of algorithmic visibility, low streaming revenues, and the pressure to constantly produce content. Despite these challenges, the study identifies significant opportunities for artists to monetize their work through alternative revenue streams and to engage more intimately with their audiences. The research also underscores the need for platform developers to enhance algorithmic transparency and explore new monetization models to support sustainable careers for artists. The study contributes to the growing body of literature on digital music distribution and offers practical insights for artists, industry professionals, and platform developers seeking to navigate the evolving landscape of digital music.