Is music journalism still relevant in the age of social media and streaming platforms? Whereas music magazines and blogs used to be the gatekeepers to new talent, audiences now find and share their own discoveries.
Facebook recently tweaked their algorithm to reduce visibility of posts by media outlets. Isabella-Anja Khom of Noisey Austria says online music magazines are feeling the pain. Quality shareable content is more important than ever. „If you just write what everyone else writes, you drown,“ she says.
Monika Marušić, a Croatian promoter and radio presenter, says music blogs and magazines have to create an offline presence by hosting events and building a community.
Ingrid Kohtla, a former music journalist-turned-booker and festival promoter in Estonia, says music writers have to be more creative than ever, finding unusual stories.