American Journal of Humanities and Social Sciences Research (AJHSSR) 2025

American Journal of Humanities and Social Sciences Research (AJHSSR)

e-ISSN : 2378-703X
Volume-09, Issue-05, pp-239-256
www.ajhssr.com
Research Paper Open Access

The Evolution of Music in Digital Media: From Viral Videos to

Streaming Platforms
Zion Lee

I. INTRODUCTION
The emergence and proliferation of social media platforms have profoundly transformed the global music
industry, reshaping the ways audiences’ access, consume, and interact with music and artists. Platforms such as
Twitter (Matikainen, 2018), YouTube (Hayat et al., 2019), Instagram, and SoundCloud have disrupted traditional
music distribution channels, enabling artists to directly engage with listeners and bypass conventional industry
gatekeepers (Negus, 2019). This phenomenon is particularly pronounced within the context of Hong Kong's
popular music scene, notably the Cantonese pop ("Cantopop") genre, which has historically been a significant
cultural export and identity marker for the city (Chu, 2017).
Over the past decade, Hong Kong's music industry has encountered unprecedented challenges, including
shifting consumer preferences (Ho, 2003), intensifying competition from international markets (Chu & Leung,
2013), and economic constraints exacerbated by the city's socio-political developments. Concurrently, the rise of
social media has introduced new dynamics in audience engagement, artist promotion, and music consumption
patterns (Matikainen, 2018). This study specifically addresses this critical intersection by exploring how social
media platforms have reshaped audience preferences and competitive strategies within the Hong Kong popular
music industry, with a particular focus on emerging artists and independent labels.
Drawing upon secondary data analysis and theoretical frameworks from media and cultural studies (Fung
& Chan, 2017; Matikainen, 2018), this research aims to provide an in-depth exploration of how social media
influences musical tastes, artist visibility, and fan interaction within Hong Kong's evolving digital landscape.
Recognizing the gap in existing literature regarding Hong Kong's unique cultural and economic context (Chu,
2017), this study contributes to broader discourses on digital disruption in creative industries. While primary data
collection through direct interviews or surveys is beyond the scope of this paper, the analysis synthesizes existing
scholarly insights, industry reports, and relevant case studies to construct a comprehensive understanding of the
phenomenon (Hayat et al., 2019).
The paper begins with a historical overview of Hong Kong's popular music industry, highlighting the critical
transformations leading up to the social media era (Ho, 2003). Subsequently, it examines how social media
platforms have shaped audience preferences, facilitated the rise of influencer culture, and enabled user-generated
content (UGC) to significantly impact music promotion and consumption (Abidin, 2016; Hayat et al., 2019).
Additionally, the research investigates the competitive landscape, contrasting local versus international artists and
independent versus major labels, to elucidate the complexities and opportunities presented by digital media
(Negus, 2019). Finally, the study provides strategic recommendations for industry stakeholders to navigate this
rapidly evolving environment, emphasizing sustainable practices that leverage social media's potential while
mitigating associated challenges (Matikainen, 2018).

1.1. Background and Significance

Prior to the widespread adoption of social media, Hong Kong's popular music industry was predominantly
controlled by major record labels, which dictated artists' visibility and audience access through traditional media
channels such as radio, television, and physical media like CDs (Negus, 2019). This era was characterized by a
select group of highly visible artists whose fame was largely constructed through promotional events, concerts,
and media appearances, requiring substantial financial investment—resources that were often out of reach for
independent musicians (Chu, 2017). Consequently, the market was dominated by a few artists, whose popularity
was perpetuated by the limited exposure provided by traditional media outlets (Ho, 2003).
Since the early 2000s, however, the advent of digital technologies and online platforms has democratized
music consumption and production, reshaping audience behaviors and industry structures (Hayat et al., 2019).
Social media has enabled the rapid dissemination of music content, allowing artists to engage directly with global
audiences at a fraction of the cost of traditional promotional strategies (Matikainen, 2018). This shift has not only
diversified audience preferences but also intensified competition, as new entrants continuously emerge and
AJHSSR Journal P a g e | 239
 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
compete for attention in an increasingly crowded digital marketplace (Negus, 2019).
In Hong Kong, these technological changes have coincided with broader socio-cultural shifts, including the
rise of localist movements and heightened tensions related to regional identity (Fung & Chan, 2017). Social media
has played a pivotal role in amplifying and sustaining interest in Cantopop and local music culture, providing a
platform for cultural expression and community building (Chu & Leung, 2013). The city's music industry faces
significant economic pressures, exacerbated by global crises and shifting entertainment consumption patterns
(Matikainen, 2018). Understanding the role of social media in shaping contemporary music practices in Hong
Kong holds significant cultural, economic, and social implications.
This transformation has implications beyond just the music industry; it reflects broader societal changes
where digital platforms have become critical spaces for cultural identity, expression, and activism (Chu, 2017).
The democratization of music promotion through social media has allowed for a resurgence of local music,
challenging the dominance of major labels and providing opportunities for independent and emerging artists to
gain visibility (Hayat et al., 2019).
The economic pressures on Hong Kong's music industry are multifaceted, stemming from the decline in
physical sales, the rise of digital piracy (Elahifar, 2014), and the need for new revenue models in the digital age
(Kamara II, 2018). These challenges necessitate innovative approaches to artist promotion, fan engagement, and
revenue generation, leveraging the potential of social media while addressing associated risks and ethical
considerations (Matikainen, 2018).

1.2. Research Objectives

This research aims to address the following objectives:
To critically analyze how social media platforms have reshaped audience preferences within Hong Kong's
popular music industry, particularly regarding local and international musical content. This objective seeks
to understand the evolving tastes of audiences in the digital age, exploring how social media influences the
consumption of local versus international music (Matikainen, 2018; Chu & Leung, 2013).
To investigate the impact of social media on competitive dynamics between independent musicians and
major labels, focusing on strategies employed by emerging artists to gain visibility and audience
engagement. This objective examines the changing landscape of artist promotion, where social media has
democratized access to audiences, allowing independent artists to challenge the dominance of major labels (Negus,
2019; Hayat et al., 2019).
To examine how social media complements or substitutes traditional promotional channels, exploring the
strategic implications for music industry stakeholders in Hong Kong. This objective aims to understand how
social media integrates with or replaces traditional promotional strategies, providing insights into the evolving
marketing landscape and its implications for industry stakeholders (Matikainen, 2018; Fung & Chan, 2017).
To provide actionable insights and recommendations for artists, managers, and labels on effectively
leveraging social media to enhance market presence and audience interaction within an increasingly
digitalized music industry. This objective seeks to offer practical guidance on utilizing social media to improve
visibility, engagement, and revenue generation, addressing the challenges and opportunities presented by digital
platforms (Hayat et al., 2019; Kamara II, 2018).

1.3. Methodology
Given the exploratory nature of this research and the absence of primary data collection, the methodological
approach adopted is predominantly qualitative, supported by quantitative insights derived from existing literature
and industry reports. This study employs a comprehensive literature review, synthesizing scholarly articles,
industry analyses, and case studies relevant to social media's impact on the global and local music industries
(Matikainen, 2018; Fung & Chan, 2017).
Literature Review: The analysis integrates theoretical perspectives from media studies, cultural theory, and
strategic marketing to contextualize observed phenomena within broader academic discourses (Fung & Chan,
2017; Matikainen, 2018). This review synthesizes insights from various sources, including scholarly articles,
books, and industry reports, to provide a comprehensive understanding of the subject.
Secondary Data Analysis: Additionally, the paper leverages secondary quantitative data, such as audience
engagement metrics, streaming statistics, and market reports, to substantiate qualitative observations and provide
empirical grounding for the discussion (Hayat et al., 2019; Kamara II, 2018). This approach ensures a holistic
understanding of the complex interplay between social media, audience behavior, and industry dynamics in Hong
Kong's popular music scene.
Case Studies: Relevant case studies of successful social media campaigns, artist promotions, and industry trends
in Hong Kong are examined to provide concrete examples of the phenomena discussed (Chu & Leung, 2013;
Abidin, 2016). These case studies offer insights into best practices, challenges, and strategic implications for
music industry stakeholders.

AJHSSR Journal P a g e | 240

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
This mixed-method approach, combining qualitative analysis with quantitative data, enables the research to
explore the multifaceted impact of social media on Hong Kong's music industry, drawing upon both theoretical
frameworks and empirical evidence (Negus, 2019). By integrating diverse sources of information, the study aims
to provide a nuanced understanding of the evolving landscape, offering actionable insights for artists, managers,
and labels in navigating the digital age.

II. HISTORICAL OVERVIEW OF THE HONG KONG POPULAR MUSIC INDUSTRY

Hong Kong’s popular music industry has historically been shaped by its unique geopolitical and socio-cultural
context, characterized by a complex interplay of colonial history, migration patterns, linguistic identities, and
evolving media landscapes. Understanding the historical trajectory of this industry provides essential insight into
the contemporary challenges and opportunities brought about by social media and digital transformations.
2.1. Pre-Social Media Era: Formation and Golden Age of Cantopop
Prior to the widespread adoption of digital technologies and social media platforms, Hong Kong's music
industry was primarily driven by traditional media channels such as radio, television, vinyl records, cassette tapes,
and later compact discs (CDs) (Fung & Chan, 2017). Although Cantonese is the dominant spoken language in
Hong Kong, Mandarin pop music from Taiwan and Mainland China initially dominated the local music scene
until the late 1970s due to demographic shifts and migration trends (Chu, 2017).
2.1.1 Emergence of Cantopop
The late 1970s marked a critical turning point, as Cantonese pop music, known as "Cantopop," emerged as
a major cultural force. This shift was facilitated by several factors:
Economic Prosperity: Hong Kong's economic boom during the 1970s provided a fertile ground for cultural
expression, with rising disposable incomes enabling increased consumption of local entertainment (Ho, 2003).
The prosperity of the era allowed for greater investment in the arts, fostering a vibrant music scene.
Urbanization: Rapid urbanization led to the development of a vibrant entertainment industry, with television
broadcasting becoming a key medium for cultural dissemination (Chu & Leung, 2013). The growth of urban
centers provided a platform for local artists to showcase their talent and connect with audiences.
Television Broadcasting: Local TV programs such as "Enjoy Yourself Tonight" and "Jade Solid Gold" provided
significant exposure for emerging local artists, propelling Cantopop into the mainstream (Ho, 2003). These
programs not only showcased musical talent but also fostered a sense of community and cultural pride among
viewers (Fung & Chan, 2017). They were instrumental in nurturing the next generation of Cantopop stars,
providing a space for artists to engage directly with their audience.
2.1.2 Icons of Cantopop
Prominent artists such as Sam Hui, Leslie Cheung, Anita Mui, and Alan Tam became cultural icons,
contributing to the global recognition of Cantopop:
Sam Hui: Known as the "God of Cantopop," Hui's music was characterized by its social commentary and humor,
resonating with local audiences (Chu, 2017). His songs like "The Private Eyes" became anthems of the era,
reflecting the collective identity of Hong Kong. Hui's ability to blend humor with social critique made his music
both entertaining and thought-provoking.
Leslie Cheung: Renowned for his versatility and charisma, Cheung's performances transcended music,
establishing him as a cultural icon with a profound impact on Hong Kong's entertainment landscape (Chu & Leung,
2013). His stage presence, acting skills, and musical talent made him an emblem of artistic excellence, influencing
generations of performers.
Anita Mui: Mui's powerful vocals and stage presence made her an emblem of female empowerment and cultural
pride, earning her the title "Madonna of the East" (Chu, 2017). Her performances were characterized by their
emotional depth and theatricality, resonating with audiences on a personal level.
Alan Tam: With a career spanning over four decades, Tam's smooth voice and refined image epitomized the
sophistication of Cantopop, appealing to a broad audience (Fung & Chan, 2017). His music often explored themes
of love, nostalgia, and personal growth, making him a beloved figure in the Cantopop scene.
2.1.3 Industry Dynamics
Throughout the 1980s and early 1990s, Cantopop experienced its "golden age," characterized by widespread
popularity across East Asia and diaspora communities globally:
Star-Making Machinery: Major record labels such as PolyGram, EMI, and Warner Music controlled production,
distribution, and marketing channels, creating a sophisticated star-making system (Negus, 2019). This system not
only nurtured talent but also shaped public perceptions of artists, fostering dedicated fanbases through strategic
promotion and artist development.
Promotional Strategies: Concert events, television appearances, and fan gatherings were critical promotional
strategies, enabling labels to cultivate dedicated fanbases and establish influential star personas (Chu, 2017). These
events were not merely promotional but also cultural phenomena, reinforcing the bond between artists and fans.
They provided a platform for artists to connect with their audience on a personal level, creating a sense of
community.
AJHSSR Journal P a g e | 241
 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Market Dominance: Cantopop's dominance in the local and regional markets was facilitated by the labels' control
over the industry, providing a stable framework for artist development, promotion, and revenue generation
(Matikainen, 2018). This era is often remembered as a period of cultural flourishing, where Cantopop not only
dominated the airwaves but also became a significant cultural export, influencing regional music scenes (Fung &
Chan, 2017). The industry's stability allowed for sustained investment in talent, fostering a rich and diverse
musical landscape.
This section provides a nuanced historical overview of Cantopop's formation and golden age, situating its rise
within the broader context of Hong Kong's economic, cultural, and media landscape. Understanding this era is
crucial for analyzing the subsequent transformations and challenges faced by the music industry in the digital age.
2.2. Transition and Challenges in the 1990s and Early 2000s
The mid-1990s marked the beginning of significant structural challenges for Hong Kong's popular music
industry, characterized by:
2.2.1. Loss of Icons
The deaths of several iconic Cantopop stars, including Danny Chan in 1993, Teresa Teng in 1995, Leslie
Cheung in 2003, and Anita Mui in 2003, symbolized the end of an era and resulted in a profound sense of loss
among audiences (Witzleben, 1999). These artists were not merely entertainers but cultural ambassadors, whose
passing left a void in the industry:
Danny Chan: Known for his versatile music style, Chan's death at a young age was a significant loss for Cantopop
(Chu, 2017). His music, blending pop, rock, and ballad elements, had a lasting impact on the industry, leaving
fans mourning the loss of a musical prodigy.
Teresa Teng: Although not exclusively a Cantopop artist, Teng's popularity in Hong Kong was immense, and her
death marked the end of an era of cross-regional musical influence (Fung & Chan, 2017). Her soothing voice and
versatile repertoire made her a beloved figure, transcending linguistic and cultural boundaries.
Leslie Cheung: His death was a profound shock, leaving a cultural legacy that transcended music, with his
charisma and talent influencing generations (Chu & Leung, 2013). Cheung's performances were known for their
emotional depth and artistic innovation, making him an enduring symbol of Cantopop's golden age.
Anita Mui: Mui's passing was particularly poignant, as she was not only a beloved singer but also an emblem of
female empowerment and cultural pride (Chu, 2017). Her powerful vocals and stage presence made her an icon
of resilience and cultural identity, leaving a profound void in the industry.
2.2.2. Political and Cultural Anxieties
The 1997 handover of Hong Kong from British to Chinese sovereignty introduced new political and cultural
anxieties, prompting debates regarding local identity and cultural authenticity:
Local Identity: The handover sparked a reevaluation of what it meant to be Hong Kongese, with Cantopop
becoming a symbol of local identity and cultural resistance (Fung & Chan, 2017). Artists began to explore themes
of identity, nostalgia, and cultural preservation in their music, resonating with audiences grappling with the
changing political landscape.
Cultural Authenticity: The influx of Mandopop and the dominance of Mandarin in Mainland China raised
concerns about the preservation of Cantonese culture, with Cantopop artists often seen as guardians of local
cultural heritage (Chu & Leung, 2013). This period saw a resurgence in Cantopop's cultural significance, as it
became a vehicle for expressing local pride and resistance to cultural assimilation.
2.2.3. Digital Piracy and Technological Disruption
The rise of digital piracy and the advent of MP3 technology in the late 1990s and early 2000s severely
disrupted traditional revenue streams, leading to declining CD sales and financial instability among major record
labels:
Digital Piracy: The ease of sharing music files online through platforms like Napster and later peer-to-peer
networks drastically reduced physical album sales, impacting the financial stability of record labels (Matikainen,
2018). This shift in consumer behavior forced the industry to adapt to new distribution models, often at the expense
of traditional revenue streams.
MP3 Technology: The introduction of MP3 players and digital music formats led to a shift in consumer behavior,
with listeners increasingly downloading music rather than purchasing physical albums (Negus, 2019). This
technological disruption challenged the industry's established business models, prompting a reevaluation of how
music was produced, distributed, and consumed.
2.2.4. Global Competition
This period also witnessed increased competition from global pop music markets, particularly:
K-pop: South Korea's K-pop industry, with its sophisticated production, marketing, and global outreach, began
to capture the attention of Hong Kong audiences, fragmenting market preferences (Chu & Leung, 2013). K-pop's
highly organized idol system, elaborate music videos, and international appeal presented a new form of
competition for Cantopop.

AJHSSR Journal P a g e | 242

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
J-pop: Japanese pop music, with its established fan base in Asia, also competed for market share, offering a
different cultural experience (Fung & Chan, 2017). J-pop's distinct sound and cultural influence provided an
alternative to Cantopop, further diversifying the music landscape.
Mandopop: The rise of Mandopop from Taiwan and Mainland China, supported by the increasing economic and
cultural influence of China, further complicated local market dynamics (Chu & Leung, 2013). The growing
popularity of Mandopop, with its own star system and marketing strategies, presented both a challenge and an
opportunity for Cantopop artists to explore new avenues for growth and collaboration.
2.3. Emergence of Social Media Platforms and Digital Transformation
The mid-2000s marked a significant turning point with the emergence of influential social media platforms
and digital streaming services, fundamentally altering the landscape of music consumption and artist-audience
interactions:
2.3.1. Rise of Social Media
With the launch of YouTube in 2005, Facebook opening to the public in 2006, and Instagram in 2010,
these platforms rapidly gained popularity, transforming music consumption patterns and reshaping artist-audience
interactions (Matikainen, 2018):
Enabled Direct Engagement: Social media provided independent and emerging artists unprecedented
opportunities for self-promotion and direct fan engagement, bypassing traditional gatekeepers and reducing
reliance on major labels (Hayat et al., 2019). Artists could now interact directly with fans, share behind-the-scenes
content, and build a loyal following without the need for extensive label support.
User-Generated Content: The rise of user-generated content (UGC), such as fan covers, reaction videos, and
influencer-curated playlists, further diversified music discovery channels, enabling niche genres and independent
artists to achieve viral popularity (Hayat et al., 2019). This phenomenon allowed for a more democratic approach
to music discovery and promotion, where fans played a significant role in shaping an artist's career trajectory.
2.3.2. Digital Transformation
The democratization of content creation and distribution significantly altered the competitive landscape,
challenging major labels' dominance and compelling industry stakeholders to adapt to rapidly evolving digital
ecosystems:
Challenges to Traditional Models: Major labels faced increased competition from independent artists and digital
platforms, prompting a shift towards digital distribution, streaming services, and social media marketing strategies
(Negus, 2019). The traditional revenue models, heavily reliant on physical sales, were disrupted, forcing labels to
rethink their business strategies to remain relevant.
Adaptation and Innovation: Industry stakeholders adapted by embracing digital transformation, leveraging
social media for promotion, and exploring new revenue streams through streaming services and digital advertising
(Matikainen, 2018). This included:
Digital Distribution: Moving away from physical media to digital downloads and streaming services like Spotify,
Apple Music, and Deezer.
Social Media Marketing: Utilizing platforms for targeted advertising, influencer partnerships, and real-time
engagement with fans.
Streaming Services: Collaborating with streaming platforms to ensure their artists' music was prominently
featured, leveraging data analytics to understand listener behavior and preferences.
2.4. Socio-political Context and Cultural Identity in the Digital Era
In recent years, Hong Kong's socio-political developments, particularly the 2014 Umbrella Movement and
the 2019 anti-extradition bill protests, have profoundly impacted the local music industry. Social media became a
critical platform for political and cultural expression, amplifying localist sentiments and renewing interest in
Cantopop as a symbol of Hong Kong identity and autonomy (Fung & Chan, 2017). Artists and influencers
leveraged these platforms to voice political opinions and foster community solidarity through their music and
social media presence. The intertwining of music, politics, and digital media has revitalized Cantopop's role as a
symbol of local identity and resistance against cultural assimilation (Fung & Chan, 2017).
Economic constraints, exacerbated by the COVID-19 pandemic, have placed additional pressures on Hong Kong's
music industry. Concert cancellations led to significant revenue losses for artists and industry stakeholders,
prompting an increased reliance on digital platforms and social media strategies to sustain audience engagement
and financial viability (Matikainen, 2018). This adaptation to the "new normal" of online interactions has become
essential for industry survival (Hayat et al., 2019).

2.5. Summary: Continuities and Changes in the Historical Trajectory

Hong Kong's popular music industry has evolved through distinct historical phases, from the dominance of
Mandarin pop in the mid-20th century to the golden age of Cantopop, followed by structural challenges and digital
disruptions in recent decades. The industry transitioned from a focus on Mandarin pop, through the golden age of
Cantopop, to the contemporary era marked by digital transformation and socio-political influences.

AJHSSR Journal P a g e | 243

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
In the early years, the popularity of Mandarin pop, with artists like Teresa Teng influencing the region (Fung &
Chan, 2017). The 1980s and 1990s saw the rise of Cantopop, with iconic stars like Leslie Cheung and Anita Mui
becoming cultural icons (Chu & Leung, 2013). The advent of social media platforms has fundamentally reshaped
industry dynamics, altering audience behaviors, artist promotion strategies, and competitive landscapes
(Matikainen, 2018).
Understanding this historical trajectory provides essential context for analyzing contemporary developments and
future directions within Hong Kong's music scene. The integration of digital technologies has democratized music
production, distribution, and consumption, enabling new forms of creativity and audience engagement (Hayat et
al., 2019). The intertwining of music, politics, and digital media has revitalized Cantopop's role as a symbol of
local identity and resistance against cultural assimilation (Fung & Chan, 2017). The industry's future will likely
involve further integration of digital platforms, a focus on sustainability through new revenue models, and a
continued emphasis on cultural authenticity and local identity in music (Negus, 2019).

III. THE ROLE OF SOCIAL MEDIA IN SHAPING AUDIENCE PREFERENCES

Social media platforms have profoundly altered the landscape of music consumption, reshaping the relationship
between artists, audiences, and industry intermediaries. In Hong Kong, this digital transformation has significantly
influenced audience preferences, introducing new genres, facilitating the rediscovery of local identities, and
shifting traditional consumption patterns. This chapter examines the critical role of social media in shaping
contemporary audience preferences in Hong Kong's popular music industry, with particular emphasis on
influencer culture, user-generated content (UGC), and algorithm-driven music discovery.

3.1. Influencers and Trends in Music Consumption

The rise of influencer culture—individuals who leverage their substantial online followings to shape
audience opinions and cultural trends—has become a defining feature of contemporary music promotion in Hong
Kong (Matikainen, 2018). Influencers, often referred to as Key Opinion Leaders (KOLs), utilize platforms such
as Instagram, YouTube, and TikTok to introduce new music, curate playlists, and generate buzz around emerging
artists, thereby significantly influencing audience tastes and consumption behaviors.
Authenticity and Engagement: Unlike traditional media personalities, influencers cultivate intimate, authentic,
and relatable personas, fostering high levels of trust and engagement among their followers (Abidin, 2016). In
Hong Kong, influencers have played a pivotal role in reinvigorating interest in local Cantonese music, particularly
among younger demographics who increasingly seek cultural authenticity and localized identity expressions amid
socio-political uncertainties (Fung & Chan, 2017). For example, influencers frequently integrate local artists'
music into lifestyle vlogs, Instagram stories, or TikTok challenges, creating viral trends that rapidly amplify
audience exposure and engagement.
Democratizing Music Promotion: Influencer-driven marketing strategies have democratized music promotion,
providing independent and emerging artists with cost-effective avenues for reaching broad audiences without
reliance on traditional media channels or major labels. However, the influencer economy also introduces
challenges, including concerns regarding authenticity, commercialization, and the potential dilution of artistic
integrity when music promotion becomes overly reliant on influencer endorsements (Abidin, 2016).

3.2. User-Generated Content (UGC) and Participatory Culture

User-generated content (UGC) represents another transformative dimension of social media's impact on
audience preferences and music consumption. Platforms such as YouTube, TikTok, and Instagram facilitate
participatory cultures, enabling fans to actively engage with music content through covers, remixes, dance
challenges, reaction videos, and fan-made music videos (Hayat et al., 2019). This participatory approach shifts
audiences from passive consumers to active co-creators, significantly influencing how music is experienced,
shared, and disseminated.
3.2.1. The Resurgence of Cantopop
In Hong Kong, UGC has played a pivotal role in the resurgence of Cantopop. Fans creatively reinterpret
classic hits or promote contemporary artists through grassroots content creation, showcasing the power of
audience agency in shaping music trends (Chu & Leung, 2013). For instance:
Viral Dance Challenges: Viral dance challenges, often initiated by fans or local artists, have propelled local
Cantopop artists into mainstream recognition. These challenges not only popularize the music but also create a
sense of community and engagement among fans.
Fan Covers and Remixes: Fans' covers and remixes of Cantopop songs have introduced new interpretations,
often blending traditional elements with modern beats, thus revitalizing interest in local music.
3.2.2. Global Fan Communities and Cross-Cultural Exchanges
UGC-driven engagement often transcends geographic boundaries, connecting Hong Kong audiences with
global fan communities. This cross-cultural exchange further diversifies musical tastes and preferences, as fans
from different cultures share their interpretations and appreciation of Cantopop. For example:
AJHSSR Journal P a g e | 244
 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Fan-Made Music Videos: Fans from around the world create music videos for Cantopop songs, often
incorporating themes and visuals that resonate with their own cultural contexts, thereby broadening the appeal of
the music.
Collaborative Projects: Cross-cultural collaborations between fans and artists from different regions have
resulted in unique musical creations that blend diverse influences.
3.3. Algorithmic Curation and Personalized Music Discovery
Algorithm-driven recommendation systems employed by streaming platforms such as Spotify, Apple Music,
and YouTube significantly influence audience preferences by curating personalized music discovery experiences
based on user behavior, listening history, and demographic profiles (Prey, 2018). These algorithms facilitate the
discovery of niche artists and genres, broadening audience exposure beyond mainstream hits and traditional
promotional channels.
3.3.1. Diversifying Musical Genres in Hong Kong
In Hong Kong, algorithmic curation has enabled audiences to explore diverse musical genres, including
indie music, electronic dance music (EDM), hip-hop, and alternative pop, which historically received limited
exposure through conventional media outlets. This diversification reflects broader global trends toward
personalized consumption patterns, as audiences increasingly seek unique and customized listening experiences
aligned with individual identity expressions and lifestyle preferences (Prey, 2018).
Indie and Alternative Music: Algorithms have introduced Hong Kong audiences to indie musicians and
alternative pop artists, often overlooked by mainstream media, fostering a more diverse and inclusive music scene.
Electronic Dance Music (EDM): EDM has gained popularity through personalized playlists and event
recommendations, connecting local audiences with global EDM trends.
Hip-Hop and R&B: Algorithmic curation has helped local hip-hop and R&B artists gain visibility, allowing
audiences to explore and appreciate these genres beyond mainstream offerings.

3.3.2. Balancing Personalization and Serendipity

Nevertheless, reliance on algorithmic curation introduces potential risks, including filter bubbles and echo
chambers, wherein listeners become confined to narrowly defined musical preferences, limiting exposure to
diverse perspectives and reducing opportunities for serendipitous discovery. Industry stakeholders must critically
assess the implications of algorithm-driven consumption patterns, exploring strategies to balance personalization
with exposure to broader musical diversity (Prey, 2018).
Filter Bubbles: Algorithms can create echo chambers, where listeners are only exposed to music similar to what
they already enjoy, potentially stifling musical exploration.
Serendipity: To counteract this, streaming platforms should incorporate mechanisms for serendipitous discovery,
such as curated playlists featuring new or unexpected artists, or features like "Discover Weekly" that introduce
listeners to music outside their usual preferences.

3.4. Social Media and the Reinvention of Local Identity Through Cantopop
Social media has played a critical role in the resurgence and reinvention of Cantopop as a vehicle for
expressing local cultural identity amid Hong Kong's evolving socio-political context (Fung & Chan, 2017).
Platforms such as Facebook, Instagram, and YouTube have become essential spaces for artists and audiences to
articulate localist sentiments, engage in cultural debates, and promote Cantonese language and identity through
music.
3.4.1. Leveraging Social Media for Cultural Expression
Emerging local artists strategically leverage social media to differentiate themselves from global pop acts,
emphasizing authenticity, cultural relevance, and emotional resonance with Hong Kong audiences. This
reinvigoration of Cantopop through digital platforms underscores the complex interplay between technology,
culture, and identity, highlighting music's enduring role as a medium for collective expression and social
commentary (Chu, 2017).
Authenticity and Relevance: Artists use social media to showcase their unique voices and perspectives,
connecting with audiences through shared cultural experiences.
Cultural Debates: Social media platforms facilitate discussions on local identity, language preservation, and
socio-political issues, fostering a sense of community and collective voice.

3.5. Summary: Implications for Industry Stakeholders

The transformative impact of social media on audience preferences in Hong Kong's popular music industry
presents both opportunities and challenges for artists, labels, and industry professionals. Influencer culture, user-
generated content, and algorithmic curation have significantly reshaped consumption patterns, necessitating
adaptive strategies that leverage digital platforms' potential while addressing associated risks and ethical
considerations.

AJHSSR Journal P a g e | 245

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
3.5.1. Navigating Digital Transformations
Industry stakeholders must adopt nuanced approaches to social media engagement, balancing promotional
efficacy with authenticity, fostering participatory cultures that empower audience creativity, and critically
navigating algorithm-driven consumption dynamics. Understanding these complex dynamics is essential for
sustaining audience engagement, promoting musical diversity, and ensuring the long-term viability of Hong
Kong's music industry amid ongoing digital transformations.
Authenticity: Artists and labels must maintain a genuine connection with audiences, avoiding over-
commercialization and preserving the cultural essence of Cantopop.
Participatory Cultures: Encouraging fan participation through UGC, fan events, and collaborations can foster a
sense of community and ownership.
Algorithmic Curation: Industry stakeholders should explore ways to balance personalization with serendipity,
ensuring that listeners are exposed to diverse musical offerings.

IV. COMPETITIVE LANDSCAPE IN THE HONG KONG POPULAR MUSIC INDUSTRY

Hong Kong has long been an epicentre for Asia’s music industry and popular musical movements
(Matikainen, 2018). With the rise of social media as both a digital broadcast and social connection platform, artists
of diverse origins gain visibility and interaction in a shared cyber space. The new digital landscape presents fresh
opportunities to established as well as emerging artists who can better engage with their digitally native audience
and carve out loyal followings. Yet it also amplifies traditional challenges such as talent discovery, talent curation,
and fierce competition for attention and advertising dollars. In particular, the interaction between local
independent musicians and international artists vying for the eyes and ears of the listening-catatonic population is
explored.
4.1. Local vs. International Artists
In the music industry, the battle between local and foreign artists has always been a question for music fans,
especially in a city like Hong Kong where people's musical preference can frequently switch from local Cantos to
international trendy pop music. However, this research argues that this notion of competition or perceived threats
between the two groups of artists can no longer be generalized as mutually exclusive, but reflects multiple layers
of power structures and opportunities, which in turn enriches the scene at both local and global levels.
4.1.1. Social Media and Artist Empowerment
Recent widespread use of social media from platforms has cultivated a culture where artists manage their
own publicity, marketing campaigns, live streaming, and fan interaction directly. As a result, this empowerment
has both inflated the competition for those artists without a strong label support regardless of their origin, yet has
increased creative opportunities for transnational collaborations. For the locals, breaking through this new
formation is now greatly dependent on the abilities of artists and labels to market themselves effectively, and for
years Hong Kong local artists have been struggling with raising publicity internationally, at least on par with the
Anglo-American and Japanese pop invasion of the local industry in the 1980-90s (Negus, 2019).
4.1.2. Streaming Services and Visibility
Using data on playlists as an example for the analysis of how commercial gatekeepers now have streamlined
the worldwide exposure factors for foreign artists to be visible, this text argues the difficulties faced by the
Cantonese artists in the age of digital streaming. However, the pairing of this music with the talents of local
composers, arrangers, hairstyling, costume designers, and established platforms on industry is inclined toward
consanguineous investment in the development of wider opportunities for global circulation. This could exemplify
the enormous rise of collaboration with local artists, and also the sensational support from local diehard fans.
4.2. Independent vs. Major Labels
In the world of Cantonese music, it is common to see many street performers and musicians prefer to play
genres like jazz, blues, or other genres in English, focusing on their creative freedom. These are mostly
independent artists who produce and promote their own music. However, with the rise of social media, the
situation has undergone significant changes.
4.2.1. Resource Disparity
There is an obvious contrast between independent musicians with limited resources and major labels with
considerable advances in music promotion. In Hong Kong, the market is dominated by three multi-billion-dollar
companies in terms of resources and publicity. They can provide a variety of training and support for their artists,
such as:
Vocal Training: Inviting famous foreign language writers to give vocal classes to young singers.
Production Support: Helping musicians produce their singles and albums at a cheaper wholesale price to
cultivate potential talent.
Media Exposure: Due to their long history in Hong Kong, major labels have easy access to major media outlets.
However, independent artists often lack these resources and must rely on their own efforts and creativity to gain
visibility.

AJHSSR Journal P a g e | 246

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
4.2.2. The Rise of Indie Musicians
The emergence of social media has redefined what it means to be an independent musician. These artists,
similar to street musicians, can now share their music not only in public places but also through digital platforms.
They leverage social media to:
Engage with Followers: Independent acts use platforms like Facebook to share activities and engage with their
audience.
Crowdfunding: While facing monetary problems, they raise funds through fan donations to advertise on social
media or at venues like Music Zone.
4.2.2.1. The New Paradigm
The increasing presence of independent concerts at venues like Music Zone suggests a shift in the Hong
Kong music scene. This shift indicates that the music environment is expecting a new paradigm where independent
acts can find their own pathway to success.
4.2.3. Major Labels' Perspective
Major labels often view the efforts of street performers or indie bands as futile, stating, "It is a waste of time
to play music for a living." However, there are indie acts who are not concerned with commercial success or label
agreements, focusing instead on the joy of performing in various public spaces.
4.2.3.1. Strategic Marketing
Before collaborating with social media, crafting a strategic marketing campaign aimed at gaining the
minimum necessary level of audience engagement is crucial. However, budget constraints pose a significant
challenge for street performers or indie acts to build a following.
4.2.4. Adapting to the Digital Age
The rise of new technologies and digital platforms presents both challenges and opportunities. Traditional
record labels ('majors') are losing their previous power over decision-making and media exposure. Therefore, they
are re-focusing their strategies to adapt to the digital age:
Adaptation: Major labels are exploring new ways to maintain their market dominance.
Opportunity: Independent labels and underground artists see this as an opportunity to make a name for
themselves in a highly competitive market.

V. Case Studies and Success Stories: Leveraging Social Media in the Hong Kong Music Industry
This chapter presents an in-depth analysis of selected case studies and success stories, showcasing how Hong
Kong artists and industry stakeholders have effectively utilized social media platforms to achieve commercial
success, audience growth, and enhanced visibility. Through these illustrative examples, the chapter explores
strategies such as viral marketing campaigns and collaborations with influencers, providing insights into best
practices for harnessing digital media in the contemporary music landscape.
5.1. Viral Marketing Campaigns: Strategies and Outcomes
Viral marketing campaigns have emerged as powerful promotional tools in the digital age, particularly
within the music industry, where rapid dissemination and audience engagement are critical factors for success
(Karpasitis et al., 2018). Social media platforms such as TikTok, Instagram, and YouTube facilitate the rapid
spread of content through user sharing, algorithmic amplification, and participatory challenges.
5.1.1. Case Study: Serrini’s "Don’t Text Him"
In Hong Kong, several local artists have successfully leveraged viral marketing strategies to gain visibility
and expand their audience base. For instance, singer-songwriter Serrini’s 2020 single "Don’t Text Him" ("別再找
他") achieved widespread popularity through TikTok dance challenges and Instagram reels. This campaign:
Strategic Timing: The song was released during a time when people were increasingly turning to social media
for entertainment and connection.
Relatable Lyrical Themes: The song's themes of heartbreak and moving on resonated with a broad audience,
making it easier to go viral.
Influencer Partnerships: Serrini actively collaborated with local influencers who amplified the song’s visibility
among younger demographics. Influencers created dance routines, shared personal stories related to the song, and
encouraged their followers to participate in challenges.
The effectiveness of this viral marketing campaign resulted in:
Streaming Numbers: A significant boost in streaming numbers, with the song reaching the top charts in Hong
Kong and gaining millions of views on YouTube.
Online Engagement: Increased engagement on social media platforms, with fans creating their own content,
further spreading the song's reach.
Long-Term Impact: While the campaign was successful, it also highlighted the potential pitfalls of viral
marketing, such as short-lived popularity and the risk of audience fatigue if not managed carefully (Karpasitis et
al., 2018).

AJHSSR Journal P a g e | 247

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
5.1.2. Best Practices and Risks
Viral marketing campaigns rely heavily on:
Authenticity: Ensuring that the campaign feels genuine and not overly commercial.
Emotional Resonance: Creating content that connects emotionally with the audience.
Simplicity of Participation: Making it easy for fans to engage with the content through challenges or simple
actions.
Influencer Partnerships: Strategic collaborations with influencers who can amplify the campaign’s reach.
However, industry stakeholders must also consider potential risks, including:
Short-lived Popularity: The virality of content can be fleeting, requiring continuous innovation to maintain
interest.
Audience Fatigue: Over-saturation of content can lead to audience disengagement.
Negative Backlash: If campaigns are perceived as manipulative or inauthentic, they can face backlash, damaging
the artist’s reputation.
5.2. Collaborations with Influencers: Expanding Reach and Credibility
Collaborations between musicians and social media influencers have become prevalent strategies for
reaching broader audiences and enhancing credibility among targeted demographics (Abidin, 2016). Influencer
partnerships offer musicians access to established follower bases, leveraging influencers’ perceived authenticity
and trustworthiness to promote music content effectively.
5.2.1. Case Study: Dear Jane’s "Limerence"
A notable example in Hong Kong involves indie-pop band Dear Jane, who collaborated with popular local
influencers to promote their 2019 album "Limerence." This campaign:
Integration into Lifestyle Content: Influencers incorporated the band’s music into their lifestyle vlogs, Instagram
stories, and curated playlists, providing a natural and authentic integration of the music into daily life.
Audience Exposure: The campaign significantly increased audience exposure, driving album sales and streaming
numbers.
Targeted Demographics: By choosing influencers with similar audience demographics, Dear Jane effectively
reached younger listeners who rely heavily on social media for music discovery.
5.2.2. Key Considerations for Successful Collaborations
Successful influencer collaborations require:
Brand Identity Alignment: The artist’s image and music style should resonate with the influencer's audience.
Authenticity: Ensuring that collaborations feel genuine, avoiding the appearance of a purely transactional
relationship.
Audience Engagement: Engaging the influencer’s audience through interactive content, live sessions, or behind-
the-scenes looks.
However, industry stakeholders must critically evaluate:
Partnership Authenticity: Ensuring that collaborations resonate genuinely with audiences rather than appearing
solely transactional (Abidin, 2016).
Demographic Fit: Selecting influencers whose followers align with the artist’s target demographic to maximize
impact.

VI. Challenges and Opportunities for Artists and Industry Professionals in the Social Media Era
The emergence of social media has fundamentally reshaped the landscape for artists and professionals in
the Hong Kong popular music industry, presenting a dual-edged sword of challenges and opportunities. Key
challenges include digital piracy, evolving monetization strategies, and shifting audience expectations. This
chapter aims to critically analyze these dimensions while offering insights into strategic navigation through this
rapidly changing digital terrain.
6.1. Digital Piracy: Persistent Challenges and Industry Responses
Digital piracy is a continuous threat that undermines revenue streams and artist livelihoods in the global
music industry, including Hong Kong. Research has substantiated that unauthorized distribution of music via peer-
to-peer (P2P) networks and illegal streaming platforms remains a significant hurdle for artists and record labels
(Danaher et al., 2013). The unauthorized access to music not only impacts artists' financial stability but also alters
consumer behavior, with many opting for illegal downloads rather than legitimate purchases.

6.1.1. Industry Responses

In response, various strategies have been established by industry stakeholders:
Digital Rights Management (DRM): Technologies such as watermarking and encryption serve to safeguard
digital content from unauthorized usage. However, these approaches often face criticism for limiting legitimate
consumer usage while failing to completely deter determined pirates (Danaher et al., 2013). The balance between
protection and accessibility remains a persistent challenge for content creators and distributors.

AJHSSR Journal P a g e | 248

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Legal Enforcement: Legal actions against piracy are necessary to deter illegal activities, which raises questions
about the effectiveness of such measures and their impact on consumer behavior. Research indicates that while
legal enforcement can reduce piracy rates in the short term, its long-term effectiveness depends on complementary
strategies that address underlying consumer motivations (Danaher et al., 2013). In Hong Kong's context, cross-
border enforcement presents additional complexities due to varying legal frameworks across Asian markets.
Public Awareness Campaigns: Initiatives aimed at educating consumers about the detrimental effects of piracy
on artists are crucial in fostering an ethical consumption culture. These campaigns often emphasize the human
impact of piracy, highlighting how unauthorized distribution directly affects artists' livelihoods and ability to
create new content (Danaher et al., 2013). Studies suggest that campaigns focusing on the connection between
consumers and artists tend to be more effective than those emphasizing legal consequences.
Industry Collaboration: Partnerships between technology companies, content creators, and distributors have
emerged as a promising approach to combating piracy. By developing user-friendly legal alternatives and
implementing technological solutions that protect content while preserving accessibility, these collaborations aim
to address both supply and demand factors driving piracy (Huang et al., 2015).
6.1.2. Shifting Consumer Behaviors
The rise of affordable and accessible legal streaming services represents a significant counter-force to piracy.
Services like Spotify and Apple Music not only facilitate easy access to vast music libraries but also offer
personalized experiences that enhance user engagement (Huang et al., 2015). Moreover, these platforms provide
a method for monetizing music by directing a portion of subscription fees to artists, encouraging a focus on quality
content creation rather than solely combatting piracy (Aguiar & Waldfogel, 2015).
Streaming as Piracy Deterrent: Research by Aguiar and Waldfogel (2015) suggests that streaming services can
function as effective piracy deterrents by offering convenience and features that illegal alternatives cannot match.
Their analysis indicates that for every 137 streams, approximately one album sale is displaced, but the overall
revenue generated through the streaming model potentially compensates for this displacement when properly
structured.
Fan Loyalty and Ethical Consumption: Studies of consumer behavior in Taiwan have revealed that personal
idol worship—characterized by deep emotional connections between fans and artists—correlates with reduced
intention to pirate music (Huang et al., 2015). This suggests that fostering authentic connections between artists
and fans may serve as an effective strategy against piracy, particularly in Asian markets where idol culture is
prominent.
Generational Shifts: Younger consumers in Hong Kong and across Asia demonstrate different attitudes toward
music consumption and ownership compared to previous generations. These consumers often prioritize access
over ownership and value experiences over products, making subscription-based streaming models increasingly
appealing (Huang et al., 2015).
To effectively tackle digital piracy, collaboration among industry stakeholders, including record companies, artists,
policymakers, and technology providers, is essential. Policymakers must ensure that laws protect both intellectual
property rights and consumers (Danaher et al., 2013). In addition, technology companies should prioritize the
development of innovative content protection solutions that maintain user accessibility (Huang et al., 2015).
Future directions must focus on consumer education, the advancement of protection technologies, and the
adaptation of business models that respond to changing consumer consumption patterns (Danaher et al., 2013).
6.2. Monetization Strategies: Adapting to Digital Transformation
The digital transformation has necessitated a shift in how artists monetize their work, as traditional revenue
streams decline. Artists in Hong Kong are increasingly relying on diversified income sources, creating a more
fragmented but potentially more resilient revenue landscape.
6.2.1. Diversified Revenue Streams
Key revenue sources now include:
Digital Streaming Royalties: Despite debates over the fairness of streaming royalties, platforms like Spotify
remain vital for artist income (Aguiar & Waldfogel, 2015). The streaming model has evolved to become a
cornerstone of music monetization, though the distribution of revenues continues to spark controversy. For Hong
Kong artists, international streaming platforms provide access to global audiences but often at royalty rates that
necessitate high volume to generate significant income.
Live Performances: Concerts and tours yield substantial income, supported by social media promotion (Huang
et al., 2015). The live music sector has become increasingly important as recording revenues have declined, with
artists leveraging social media to drive ticket sales and enhance the concert experience through digital engagement.
In Hong Kong's vibrant performance scene, live events serve not only as revenue generators but also as
opportunities to strengthen fan relationships and showcase new material.
Merchandise Sales: Artist-branded merchandise marketed through social media provides another revenue channel (Zanuar &
Noor, 2022). The digital landscape has expanded opportunities for direct-to-consumer merchandise sales, allowing artists to
develop personalized product lines that reflect their artistic identity. Social media platforms serve as both marketing channels
and virtual storefronts, enabling artists to reach fans globally without traditional retail intermediaries.

AJHSSR Journal P a g e | 249

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Brand Partnerships: Artists can leverage social media visibility to attract sponsorships that align with their brand
identity (Haynes & Marshall, 2017). These collaborations range from product endorsements to creative
partnerships, offering artists alternative income sources while potentially expanding their audience reach. For
Hong Kong artists, partnerships with both local and international brands provide opportunities to bridge cultural
markets while generating revenue.
Crowdfunding and Direct Fan Support: Platforms like Patreon and Ko-fi have emerged as significant channels
for direct fan support, allowing artists to receive ongoing financial contributions from dedicated followers (Haynes
& Marshall, 2017). These models foster closer artist-fan relationships while providing more predictable income
streams than traditional sales or streaming royalties.
Sync Licensing: Placement of music in films, television shows, advertisements, and video games represents an
increasingly valuable revenue source, particularly as global streaming platforms increase demand for content (Guo,
2023). Hong Kong artists have opportunities to license music both locally and internationally, though navigating
these markets requires specialized knowledge and often representation.
6.2.2. Challenges and Considerations
To implement effective monetization strategies, artists must navigate several considerations:
Audience Expectations: Artists face pressures to balance the demand for free content against the necessity of
earning a livelihood (Zanuar & Noor, 2022). The expectation of free access to music, cultivated through years of
digital availability, creates tension between audience satisfaction and financial sustainability. Successful artists
often adopt a "freemium" approach, offering some content freely while reserving premium experiences for paying
supporters.
Ethical Implications: There is a fine line between commercialization and maintaining artistic integrity (Zanuar
& Noor, 2022). As monetization opportunities expand, artists must carefully consider which partnerships and
platforms align with their values and artistic vision. Research indicates that perceived authenticity significantly
influences fan loyalty, making ethical alignment a strategic as well as moral consideration.
Economic Viability: Sustaining long-term financial success in the digital era requires continuous experimentation
and astute strategic planning (Guo, 2023). The fragmentation of revenue streams necessitates more complex
business management, with artists needing to develop diverse skills or assemble teams capable of navigating
multiple income channels simultaneously.
Platform Dependency: Reliance on specific social media platforms or streaming services creates vulnerability
to algorithm changes, policy shifts, or platform obsolescence (Haynes & Marshall, 2017). Artists must balance
platform-specific optimization with maintaining direct connections to fans through channels they control, such as
email lists or personal websites.
Market Saturation: The democratization of music production and distribution has led to unprecedented
competition for audience attention (Guo, 2023). Standing out in this crowded landscape requires not only musical
talent but also marketing acumen and strategic differentiation.
6.3. Audience Engagement: Building Sustainable Relationships in the Digital Age
The digital transformation has fundamentally altered how artists connect with their audiences, creating both
challenges and opportunities for meaningful engagement.
6.3.1. From Passive Consumers to Active Participants
Social media has transformed audience members from passive consumers to active participants in artists'
careers and creative processes:
Co-creation and Collaboration: Platforms enable fans to participate in creative processes through remixes,
covers, and collaborative projects (Guo, 2023). This participatory culture strengthens connections between artists
and audiences while generating additional content that extends reach and engagement.
Feedback Loops: Direct communication channels allow artists to receive immediate feedback on new material,
informing creative decisions and fostering a sense of audience investment in the artistic process (Haynes &
Marshall, 2017). This bidirectional communication represents a significant shift from traditional models where
audience feedback was mediated through sales figures or critical reviews.
Community Building: Social media enables the formation of fan communities that transcend geographical
boundaries, creating global networks of support for artists (Zanuar & Noor, 2022). These communities often
develop their own cultures, traditions, and communication patterns, becoming powerful advocates for artists they
support.
6.3.2. Strategic Approaches to Digital Engagement
Successful artists employ various strategies to build and maintain meaningful audience relationships:
Content Diversification: Beyond music releases, artists create diverse content including behind-the-scenes
footage, personal updates, and lifestyle content to maintain audience interest between major releases (Guo, 2023).
This approach satisfies audience demand for regular engagement while providing multiple entry points for new
fans.

AJHSSR Journal P a g e | 250

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Platform-Specific Strategies: Different platforms serve distinct purposes and attract varied demographics,
requiring tailored approaches to content creation and community management (Zanuar & Noor, 2022). Research
indicates that platform-specific optimization significantly impacts engagement metrics, with successful artists
adapting their communication styles and content formats across platforms.
Authenticity and Transparency: Studies suggest that perceived authenticity strongly influences audience loyalty,
with fans valuing genuine communication over polished marketing (Haynes & Marshall, 2017). This presents
challenges for artists balancing professional presentation with authentic self-expression, particularly in markets
like Hong Kong where artists often navigate multiple cultural contexts simultaneously.
Consistent Engagement: Maintaining regular communication with audiences between major releases helps
sustain visibility and interest in competitive digital environments (Zanuar & Noor, 2022). This requires significant
time investment but proves essential for long-term career sustainability.

6.3.3. Challenges in Digital Audience Management

Despite its benefits, digital audience engagement presents several challenges:
Attention Economy Pressures: Artists compete not only with other musicians but with all forms of digital content
for audience attention, creating pressure for constant content creation (Guo, 2023). This environment can lead to
creator burnout and prioritization of quantity over quality.
Privacy and Personal Boundaries: Direct digital connections with fans complicate the maintenance of personal
boundaries, with artists navigating expectations for accessibility while protecting private life (Haynes & Marshall,
2017). This challenge is particularly acute for Hong Kong artists navigating both local and international fan
expectations.
Algorithmic Unpredictability: Platform algorithms that determine content visibility can change without notice,
potentially disrupting carefully developed engagement strategies (Zanuar & Noor, 2022). This unpredictability
necessitates adaptability and diversification of communication channels.
Managing Negative Interactions: Increased accessibility also exposes artists to criticism, harassment, and other
negative interactions that can impact mental health and creative output (Haynes & Marshall, 2017). Developing
strategies for managing these interactions while maintaining positive community environments represents an
ongoing challenge.

6.4. Technological Adaptation: Navigating Rapid Innovation

The accelerating pace of technological change requires continuous adaptation from industry professionals,
creating both opportunities for innovation and challenges for sustainable practice.
6.4.1. Emerging Technologies and Their Implications
Several technological developments are reshaping the music industry landscape:
Artificial Intelligence: AI applications in music creation, recommendation, and marketing are expanding rapidly,
offering new creative tools while raising questions about authorship and artistic value (Guo, 2023). For Hong
Kong artists, AI presents opportunities to overcome language barriers through translation and localization tools
while creating concerns about cultural authenticity.
Blockchain and NFTs: These technologies offer potential solutions for rights management and new monetization
models, though their environmental impact and market volatility present concerns (Haynes & Marshall, 2017).
Early adopters in Hong Kong's music scene have experimented with limited-edition digital releases and
membership tokens, with mixed results.
Immersive Technologies: Virtual and augmented reality create new possibilities for performance and audience
experience, potentially transforming how music is consumed and shared (Guo, 2023). These technologies offer
particular relevance for connecting with international audiences when physical travel is limited.
Data Analytics: Advanced analytics tools provide unprecedented insights into audience behavior and preferences,
enabling more targeted marketing and creative decisions (Huang et al., 2015). However, ethical questions
regarding privacy and algorithmic bias require careful consideration.

6.4.2. Strategic Approaches to Technological Adaptation

Industry professionals can employ several strategies to navigate technological change effectively:
Selective Innovation: Rather than attempting to adopt every new technology, focusing on innovations that align
with artistic vision and audience needs yields more sustainable results (Haynes & Marshall, 2017). This approach
requires ongoing environmental scanning and critical evaluation of emerging tools.
Collaborative Experimentation: Partnerships between artists, technologists, and industry professionals facilitate
knowledge sharing and risk distribution when exploring new technologies (Guo, 2023). Hong Kong's position as
a technology hub offers opportunities for such collaborations across sectors.
Balanced Investment: Allocating resources between proven technologies and experimental approaches helps
maintain current operations while preparing for future developments (Zanuar & Noor, 2022). This balance is
particularly important for independent artists with limited resources.
AJHSSR Journal P a g e | 251
 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Human-Centered Design: Evaluating technologies based on how they enhance human connection and artistic
expression, rather than novelty alone, leads to more meaningful innovation (Haynes & Marshall, 2017). This
perspective helps distinguish between transformative technologies and temporary trends.
6.5. Cultural Identity and Global Positioning
Hong Kong artists operate within a unique cultural context, navigating local traditions, regional influences, and
global trends while establishing distinctive identities in the international music landscape.
6.5.1. Navigating Multiple Cultural Contexts
The positioning of Hong Kong music within global markets presents specific challenges and opportunities:
Language Considerations: Decisions regarding language use in lyrics and communication significantly impact
potential audience reach and cultural positioning (Man, 2020). While English offers broader international
accessibility, Cantonese maintains cultural authenticity and connects with local and diaspora audiences. Many
artists strategically incorporate multiple languages to bridge these considerations.
Cultural Representation: Hong Kong artists often serve as cultural ambassadors, with their work interpreted as
representative of local identity and values (Guo, 2023). This role carries both opportunities for cultural exchange
and pressures regarding authentic representation.
Navigating Political Sensitivities: The complex political positioning of Hong Kong creates additional
considerations for artists seeking to reach both mainland Chinese and international audiences (Man, 2020). These
dynamics require careful navigation of content, partnerships, and public statements.
6.5.2. Strategic Approaches to Cultural Positioning
Several strategies can help artists effectively navigate these complex cultural considerations:
Authentic Differentiation: Emphasizing unique cultural elements and perspectives can distinguish Hong Kong
artists in global markets saturated with homogenized content (Guo, 2023). This approach transforms potential
barriers into distinctive selling points.
Strategic Collaboration: Partnerships with artists from other cultural contexts can facilitate market entry while
creating innovative cross-cultural expressions (Haynes & Marshall, 2017). These collaborations often generate
mutual benefits for all participants while expanding audience reach.
Contextual Adaptation: Adapting presentation and marketing approaches for different regional markets while
maintaining core artistic identity enables broader reach without compromising authenticity (Zanuar & Noor, 2022).
This may involve translation, cultural contextualization, or platform-specific optimization.
Diaspora Engagement: Connecting with Hong Kong diaspora communities worldwide provides both dedicated
audience bases and potential bridges to broader international markets (Man, 2020). These communities often serve
as cultural translators and advocates for Hong Kong artists in diverse global contexts.
6.6. Summary: Navigating Challenges and Leveraging Opportunities
The impact of social media on Hong Kong's popular music industry is profound, necessitating proactive strategies
to mitigate digital piracy and harness monetization opportunities. As artists and industry professionals navigate
these challenges, adopting a collaborative approach with stakeholders is crucial.
6.6.1. Proactive Approaches
Industry stakeholders are encouraged to embrace:
Proactive Strategies: Anticipating shifts in technology and consumer behavior to remain relevant (Haynes &
Marshall, 2017). This forward-looking approach requires continuous learning, environmental scanning, and
willingness to experiment with new models before disruption forces reactive changes.
Collaborative Efforts: Engaging with a wide spectrum of stakeholders can foster a more balanced industry
ecosystem (Zanuar & Noor, 2022). These collaborations may include cross-sector partnerships, industry
associations, educational initiatives, and policy advocacy to address systemic challenges collectively.
Adaptive Mindset: Artists must be willing to evolve their approaches, finding ways to leverage social media
while responsibly addressing its associated risks (Guo, 2023). This adaptability extends beyond technical skills to
encompass business models, creative processes, and relationship management.
Balanced Innovation: Successful navigation of the digital landscape requires balancing innovation with
sustainability, experimenting with new approaches while maintaining core artistic values and financial viability
(Haynes & Marshall, 2017). This balance helps prevent both stagnation and unsustainable disruption.

6.6.2. Strategic Insights

Learning from industry case studies can provide valuable insights for effectively navigating the complexities of
digital piracy, audience engagement, and emerging revenue opportunities. Capitalizing on new platforms and
technologies while ensuring the artistry and integrity of the work remains central to sustaining industry viability
(Guo, 2023).
Evidence-Based Decision Making: Data analytics and research findings can inform strategic decisions regarding
platform selection, content creation, and audience engagement (Huang et al., 2015). This approach helps optimize
limited resources while reducing uncertainty in rapidly changing environments.

AJHSSR Journal P a g e | 252

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Continuous Learning: The accelerating pace of technological and cultural change necessitates ongoing education
and skill development for all industry participants (Zanuar & Noor, 2022). Formal education, peer learning
communities, mentorship, and self-directed study all contribute to maintaining relevance in evolving landscapes.
Holistic Success Metrics: Expanding definitions of success beyond traditional measures like sales and chart
positions to include factors such as audience engagement, creative fulfillment, cultural impact, and sustainable
livelihoods provides more comprehensive evaluation of industry health (Haynes & Marshall, 2017).
Long-Term Perspective: While responding to immediate challenges, maintaining focus on long-term
sustainability and cultural contribution helps guide strategic decisions through market fluctuations and
technological disruptions (Guo, 2023). This perspective supports investments in artist development, infrastructure,
and innovation that may not yield immediate returns but build foundations for future success.
As the Hong Kong music industry continues to evolve in response to digital transformation, the ability to balance
adaptation with cultural authenticity will determine its future vitality and global relevance. By embracing the
opportunities presented by social media while strategically addressing its challenges, industry stakeholders can
contribute to a vibrant, sustainable musical ecosystem that honors Hong Kong's unique cultural heritage while
engaging with global audiences.

VII. CONCLUSION AND FUTURE DIRECTIONS

Hong Kong's music scene stands as a cultural cornerstone in Asia, distinguished by its unique fusion of local
traditions and global influences. In recent years, however, the city's popular music industry has faced significant
challenges, particularly in adapting to the rapidly evolving digital landscape. This chapter synthesizes the
transformative effects of social media on Hong Kong's music industry, analyzing shifts in audience preferences,
the emergence of new musical talents, and the implications these developments hold for industry stakeholders.

7.1. Key Findings and Implications

This section presents the central insights regarding social media's impact on Hong Kong's popular music
industry derived from comprehensive research:
7.1.1. User Engagement and Content Reception
The Rising Influence of Digital Tastemakers
Social media influencers have become increasingly pivotal within the music ecosystem. When influential figures
spotlight niche artists, these musicians often experience significant increases in listenership and engagement
(Amudharasan, 2023). This phenomenon demonstrates the shifting power dynamics in music promotion, where
traditional gatekeepers like radio stations and record labels now share influence with digital content creators.
Cross-Pollination Between Mainstream and Independent Scenes
Interactions between mainstream and non-mainstream artists have proven crucial for industry vitality. Such
engagements can substantially elevate the visibility of lesser-known artists, thereby transforming audience
behaviors toward music consumption (Man, 2020). These collaborations create mutually beneficial relationships
where established artists gain credibility while independent artists receive expanded exposure.
Diversification of Listener Preferences
Although genre preferences continue to influence listener behavior, research indicates that audiences initially
drawn to non-mainstream artists demonstrate greater willingness to explore diverse music after exposure to
mainstream acts (Willekens & Daenekindt, 2020). This suggests a complex interaction where mainstream success
can function as a gateway to broader musical exploration, enhancing the depth and breadth of audience
engagement (Salvaggio, 2024).
7.1.2. Competition Dynamics
Market Consolidation and International Penetration
The Hong Kong music market has experienced notable changes in competitive dynamics, with fewer new acts
emerging in both mainstream and independent categories. Concurrently, the presence of non-local artists has
increased within the Hong Kong market, creating a more internationally diverse but potentially more challenging
environment for local talent development.
Audience Fragmentation and Support Patterns
Despite growing international visibility, increased presence of non-local artists does not inherently translate to
higher play counts for local acts. Support predominantly originates from non-local audiences, necessitating
strategic focus on retaining and expanding local support bases (Yosephine et al., 2020). This fragmentation of
audience attention requires more sophisticated approaches to audience development and retention.
7.1.3. Content Strategy
Optimizing Digital Presentation
In the current digital landscape, effective content strategies have become essential for artist success. Elements
such as short audio previews, visually engaging content, and detailed track information have proven critical in
attracting listener interest and maximizing play counts for artists (Wald‐Fuhrmann et al., 2023). The optimization
of these elements requires continuous refinement based on platform-specific analytics and audience feedback.
AJHSSR Journal P a g e | 253
 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
Cultural Identity and Authenticity
The preservation of Hong Kong's unique cultural identity within music content remains a significant factor in
distinguishing local artists in an increasingly globalized market. As noted by Chik (2024), the historical
development of Cantopop from the 1930s to 1980s demonstrates how local musical expressions can successfully
balance cultural authenticity with commercial appeal, providing valuable lessons for contemporary artists
navigating similar tensions.
7.2. Recommendations for Industry Stakeholders
Based on the research findings, the following recommendations have been formulated to help industry
stakeholders adapt to the transformations catalyzed by social media:
7.2.1. Embrace Social Media as a Primary Platform
Strategic Digital Presence Development
Given the rapid dissemination of information through social media channels, stakeholders should prioritize
establishing and maintaining robust online presences. This involves strategic investment in growing social media
profiles across multiple platforms to leverage them as key tools for music marketing, audience engagement, and
brand development (Lu, 2023).
Platform-Specific Optimization
Different social media platforms serve distinct purposes and attract varied audience demographics. Artists and
labels should develop platform-specific content strategies that capitalize on the unique strengths of each channel
while maintaining consistent brand identity across the digital ecosystem.
7.2.2. Strategic Content Creation
Trend-Responsive Artistic Development
Artists must thoughtfully adapt their sound and image to resonate with contemporary trends while preserving their
authentic artistic voice. This balance between innovation and authenticity requires continuous monitoring of
audience preferences and industry developments.
Leveraging User-Generated Content
Encouraging fans to create and disseminate content related to artists and their music can significantly amplify
visibility and engagement. Implementing structured campaigns that facilitate user participation while providing
clear guidelines for content creation can foster community building while extending organic reach (Yosephine et
al., 2020).
7.2.3. Diversify Revenue Streams
Beyond Traditional Income Sources
Implementing diverse monetization avenues is paramount in today's music economy. Strategies such as direct-to-
fan sales, limited edition merchandise offerings, and strategic brand partnerships can enhance financial stability
for artists while reducing dependence on streaming revenues alone (Salvaggio, 2024).
Experiential Offerings
Developing unique experiential offerings—such as exclusive virtual events, interactive digital content, and
personalized fan experiences—can create premium revenue opportunities while strengthening artist-fan
relationships in ways that streaming platforms cannot replicate.

7.2.4. Support for Emerging Artists

Structured Development Programs
An intentional focus on nurturing talent from underrepresented areas of the music scene can yield long-lasting
benefits for the entire ecosystem. Offering structured collaboration opportunities, mentorship programs, or
dedicated development initiatives for emerging artists can revitalize the local music landscape and ensure
continued innovation (Swarbrick et al., 2019).
Resource Sharing and Community Building
Establishing resource-sharing networks among artists at different career stages can maximize limited resources
while fostering a collaborative rather than purely competitive environment. These communities can facilitate
knowledge transfer, equipment sharing, and collaborative promotional efforts.

7.2.5. Adapt to Audience Expectations

Dynamic Engagement Strategies
Engagement approaches must evolve alongside audience preferences and platform capabilities. Continuous
interaction through dynamic content formats, live streaming sessions, and personalized experiences has become
essential to strengthen artist-fan relationships (Wu et al., 2021).
Balancing Artistic Integrity and Commercial Appeal
Artists face the ongoing challenge of maintaining artistic integrity amid commercial pressures. Developing clear
brand values and artistic principles can guide decision-making around commercial opportunities, ensuring that
monetization efforts align with rather than compromise artistic vision.

AJHSSR Journal P a g e | 254

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
7.3. Future Directions
7.3.1. Technological Advancements
AI and Machine Learning Applications
Future developments may involve sophisticated utilization of artificial intelligence and machine learning
algorithms for personalized music recommendations, content optimization, and audience insights. These
technologies can enhance music discovery while providing artists with more precise tools for reaching receptive
audiences (Chik, 2024).
Immersive Media Experiences
Innovations in virtual and augmented reality technologies present opportunities to create immersive music
experiences that transcend traditional performance and consumption models. These technologies may
fundamentally transform how audiences discover, experience, and connect with musical content.
7.3.2. Policy and Regulation
Copyright Protection Enhancement
Industry advocates must prioritize stronger copyright protections to support artists in an increasingly complex
digital landscape. As noted by Man (2020), varying approaches to content regulation across Asian markets create
additional challenges for artists seeking regional distribution, necessitating coordinated advocacy efforts.
Data Privacy Considerations
Addressing data privacy issues aligned with streaming services and social media platforms has become a vital
consideration as digital consumption becomes increasingly prevalent. Developing transparent policies regarding
data collection and usage can build trust with audiences while ensuring compliance with evolving regulations.
7.3.3. Cultural Shifts
Global-Local Balance
As globalization continues to shape musical landscapes, embracing international collaborations may yield fresh,
cross-cultural expressions. However, it remains essential to preserve and promote local musical identities amidst
these global influences (Kubińska et al., 2022). This balance between global appeal and local authenticity
represents a critical challenge and opportunity for Hong Kong artists.
Evolving Genre Boundaries
Traditional genre classifications continue to blur as artists experiment with hybrid forms and cross-cultural
influences. This evolution creates opportunities for innovative expression while challenging conventional
marketing and categorization approaches.
7.3.4. Education and Training
Digital Literacy Development
Fostering comprehensive digital literacy among artists and industry professionals will be critical as platforms and
technologies evolve. Continuous training related to leveraging contemporary technologies, understanding
audience behaviors, and navigating intellectual property issues should be prioritized to ensure sustained relevance
in the market (Yosephine et al., 2020).
Entrepreneurial Skill Building
As artists increasingly function as independent business entities, developing entrepreneurial skills becomes as
important as artistic development. Educational programs that address business fundamentals, marketing strategies,
and financial management can empower artists to build sustainable careers.

VIII. CONCLUSION
This research makes significant contributions to understanding Hong Kong's reimagined music industry,
providing valuable insights for policymakers, industry stakeholders, and music enthusiasts alike (Man, 2020). As
artists, managers, and labels navigate the complexities of digital music consumption, the ways in which this
vibrant music scene has been transformed by technological disruption emerge with increasing clarity.
The application of data analysis, case studies, and interviews within this study illuminates the transformative
technologies influencing audience preferences and reshaping promotional and distribution strategies. The
comprehensive analysis of competition dynamics reflects artists' ongoing efforts to secure sustainable careers
while maintaining meaningful community engagement.
Finally, the study anticipates future trends and offers strategic recommendations crucial for navigating the ever-
changing music landscape in Hong Kong. By embracing technological innovation while honoring cultural heritage,
Hong Kong's music industry can continue its evolution as a dynamic force in the global music ecosystem, creating
new opportunities for artistic expression and audience connection in the digital age.

REFERENCES
[1] Abidin, C. (2016). Visibility labour: Engaging with influencers' fashion brands and #OOTD advertorial campaigns on
Instagram. Media International Australia, 161(1), 86-100.
[2] Aguiar, L., & Waldfogel, J. (2015). Streaming reaches flood stage: Does Spotify stimulate or depress music sales?
National Bureau of Economic Research. https://doi.org/10.3386/w21653

AJHSSR Journal P a g e | 255

 American Journal of Humanities and Social Sciences Research (AJHSSR) 2025
[3] Amudharasan, A. (2023). The impact of recommendation algorithms: Analyzing the influence of data on marketing
strategies in the media sector. Open Journal of Business and Management, 11(06), 3373-3384.
https://doi.org/10.4236/ojbm.2023.116184
[4] Chik, N. (2024). The emergence of Cantopop from Hong Kong's cultural history from the 1930s to the 1980s. Lecture
Notes in Education Psychology and Public Media, 63(1), 42-48. https://doi.org/10.54254/2753-7048/63/20240931
[5] Chu, S. C., & Leung, L. (2013). Remapping Hong Kong popular music: Covers, localisation and the waning hybridity
of Cantopop. Popular Music, 32(1), 65-78.
[6] Chu, Y. W. (2017). Hong Kong Cantopop: A Concise History. Hong Kong University Press.
[7] Danaher, B., Smith, M., & Telang, R. (2013). Piracy and copyright enforcement mechanisms. National Bureau of
Economic Research. https://doi.org/10.3386/w19150
[8] Elahifar, K. (2014). The Managing of Peer-to-Peer File Sharing Technologies' Network Effect: An Adaptation of
Actor-Network Theory.
[9] Fung, A., & Chan, M. (2017). Post-handover identity politics: The case of Hong Kong popular music. Asian Music,
48(1), 1-24.
[10] Guo, X. (2023). From solo performances to social media: Dissemination and evolution of pop music culture. Media
and Communication Research, 4(8), 66-71. https://doi.org/10.23977/mediacr.2023.040809
[11] Hayat, T. Z., Greener, G., Salcum, S., & Goldberg, D. (2019). Electronic Word of Mouth and the Music Industry in
the Age of Web 2.0. OSF Preprints. Retrieved from https://osf.io
[12] Haynes, J., & Marshall, L. (2017). Beats and tweets: Social media in the careers of independent musicians. New Media
& Society, 20(5), 1973-1993. https://doi.org/10.1177/1461444817711404
[13] Ho, W. C. (2003). Between globalisation and localisation: A study of Hong Kong popular music. Popular Music, 22(2),
143-157.
[14] Huang, Y., Lin, C., Su, H., & Tung, M. (2015). I worship, so I download? Idol worship, music purchase and piracy by
young consumers in Taiwan. Asia Pacific Journal of Marketing and Logistics, 27(1), 99-126.
https://doi.org/10.1108/apjml-03-2014-0050
[15] Kamara II, K. (2018). Music Artists' Strategies to Generate Revenue Through Technology.
[16] Karpasitis, C., Polycarpou, I., & Kaniadakis, A. (2018). The role of music in viral video advertisements. In ECSM
2018 5th European Conference on Social Media (pp. 93-100). Academic Conferences and Publishing Limited.
[17] Kubińska, K., Michałowska, S., & Samochowiec, A. (2022). Does music heal? Opera and the mood of people over 50
years of age. Current Psychology, 42(29), 25391-25402. https://doi.org/10.1007/s12144-022-03612-y
[18] Leonard, N. (2015). From Los Angeles to The Cloud: Driving Revenue and Exposure in the Contemporary Digital
Soundscape.
[19] Lu, X. (2023). Hollywood genre, cultural hybridity, and musical films in 1950s Hong Kong. Arts, 12(6), 237.
https://doi.org/10.3390/arts12060237
[20] Man, I. (2020). Popular music censorship under Chinese societies: Selected Canto-pop case studies in China, Hong
Kong and Singapore. Asian Education and Development Studies, 10(4), 536-543. https://doi.org/10.1108/aeds-04-
2019-0074
[21] Matikainen, K. (2018). The use of social media in marketing musicians: Focus on independent music management
companies.
[22] Negus, K. (2019). Nation-states, transnational corporations and cosmopolitans in the global popular music economy.
[23] Prey, R. (2018). Nothing personal: Algorithmic individuation on music streaming platforms. Media, Culture & Society,
40(7), 1086-1100.
[24] Salvaggio, S. (2024). Performing arts in the age of shifting tastes: Implications for cultural management.
https://doi.org/10.31219/osf.io/gj7c2
[25] Satiadarma, M., & Theresia, Y. (2020). The correlation between adolescents' risk-taking behavior and music
preference in Jakarta. https://doi.org/10.2991/assehr.k.200515.048
[26] Swarbrick, D., Bosnyak, D., Livingstone, S., Bansal, J., Marsh‐Rollo, S., Woolhouse, M., & Trainor, L. (2019). How
live music moves us: Head movement differences in audiences to live versus recorded music. Frontiers in Psychology,
9, 2682. https://doi.org/10.3389/fpsyg.2018.02682
[27] Wald‐Fuhrmann, M., O'Neill, K., Weining, C., Egermann, H., & Tröndle, M. (2023). The influence of formats and
preferences on the aesthetic experience of classical music concert streams. Psychology of Aesthetics, Creativity, and
the Arts. https://doi.org/10.1037/aca0000560
[28] Willekens, M., & Daenekindt, S. (2020). Cultural logics and modes of consumption: Unraveling the multiplicity of
symbolic distinctions among concert audiences. Musicae Scientiae, 26(1), 24-45.
https://doi.org/10.1177/1029864920908305
[29] Witzleben, J. L. (1999). Cantopop and Mandapop in pre-postcolonial Hong Kong: Identity negotiation in the
performances of Anita Mui Yim-Fong. Popular Music, 18(2), 241-258.
[30] Wu, J., Wu, J., Cheng, C., Shih, C., & Lin, P. (2021). A study of the influence of music on audiences' cognition of
animation. Animation, 16(3), 141-156. https://doi.org/10.1177/17468477211052599
[31] Zanuar, S., & Noor, K. (2022). Social media's effectiveness for Malaysia's independent artists. Environment-Behaviour
Proceedings Journal, 7(SI9), 67-72. https://doi.org/10.21834/ebpj.v7isi9.3928

AJHSSR Journal P a g e | 256