Abstract
The proposed research touches on today's current means of Internet marketing for popularizing music content. Considering the features and characteristics of online platforms for the distribution of music, we analyze their effectiveness for promoting a personal brand and a music product without attracting additional resources. The Internet affects not only business processes and information exchange, but also art, including music. In today's conditions, communication between artists and their network subscribers has become integrated into social networks. The growing popularity of the digital music format contributes to the dynamic development of streaming services. Therefore, the study aims to analyze the relationship between social networks and streaming platforms in the process of popularizing music content. The importance of promotion in social networks is emphasized as one of the key factors in the development of a personal brand. Keywords: social media marketing, social media popularity, music industry, music streaming service.
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