Executive Summary (This is a document excerpt)

Although there is growing codependence between music and social media, online user trends reveal that social media — especially social networks — arguably needs music more than music needs social media. Social media remains unproven at driving sales of recorded music, aiding mass audiences in music discovery, or breaking new artists. Still, both social and music marketers should work together to harness social media's potential for music promotion — and, in particular, to identify and cultivate music influencers and exploit social media users as focus groups for artist development.

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