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Exploring Determinants of Digital Music Success

This study investigated the determinants of digital music success. We identified information sources and factors that may influence the consumption of digital music in both the short and longer term: song and artist characteristics, stakeholder influence, and promotional media influence. First, we found that traditional promotional media, such as number of television or radio exposures and appearance on an audition program, significantly affected both short- and longer-term success. Second, regarding social promotional media factors, online teaser videos affected only short-term digital music success; online music videos impacted only longer-term success. Third, an artist having had a long career positively affected a song’s early success; frequent song releases had a negative impact. Our results offer marketers an insight into promoting digital music.