digital technology has evolved rapidly since the past 20 years, making text far more assessable for audiences. In the music industry, the evolution of technology has allowed music to be expressed worldwide by social media and even global marketing were music is shared through websites.
The movement from old to new digital technologies has effected the music industry by easier access; this benefits the modern artists such as Lady Gaga as her music is shared through modern techniques.
This involves methods such as downloading; as her music is made viral it is possible to download her content through applications such as Itunes and Spotify. The older generation did not benefit from this as they didn't have access to this form on technology. Lady Gaga has been able to produce then promote her music using the online media e.g fansites, social websites like facebook.
Nirvana could not compete with the modern technology due to the lack of global interaction. Lady Gaga has had 156m views struck off her official YouTube account today just one month after the online video provider reduced the play counts of many major label acts by 2 billion views.
Gaga's popularity on Twitter is unparalleled, she has gained 22 million followers putting her ahead of Justin Bieber (18.1 million), Katy Perry (15.75 million), Shakira (14.56 million) and Rihanna (14.49 million).
Lady Gaga has eight million fans on Facebook and more than 800,000 "circles" on Google+. Thanks in part to her viral marketing and social network sucess, the pop sensation's latest album has sold more than eight million copies worldwide.
The best-selling singer puts the popularity of her following down to writing tweets herself, rather than hiring staff to do so - as many other stars do.
She occasionally offers her followers backstage concert tickets and unveils promotion pictures on her account, but mostly she tweets about anything from fashion and music to cookies.
Gaga, who has sold an estimated 23 million albums worldwide, has come in for criticism over the aggressive online tactics employed by her fans,
These figure reinforce the idea of the growth of evolution; artists are enabled to function independently; manage social accounts and increasing public interest by interacting in a social manner enables them to grow. where as in the past when this wasn't available for artists like nirvana to this extent; they would require a record label to manage and promote without the use of modern technology.
