attention of fans and the press, as both outreach increase but industry saturation increases. “The sale of pre-recorded music has diminished, but there’s so much more that’s going on. You can’t focus on what’s not working when there are so many other opportunities.”. Social media is a common form of online networking for managers, and platforms such as MySpace, Facebook, Beatport, Bandcamp, SoundCloud, Distrokid and YouTube have been noted in the press for their use in networking in the music industry. Other fields such as business may use more common websites such as LinkedIn or Google+, while networking on behalf of a Client. Not everyone is so optimistic about the role of social media in the music industry. In his article, “Why Music Won’t Be Saved By Social Media”, Wes Davenport suggests that the role of social media in the industry “has been grossly inflated”. In the article, Davenport quotes Jon Ostrow saying, “Social media is a conversation tool – that’s it”, acknowledging that there is potential for sparking conversation and building a fan base, but suggesting that social media does not necessarily live up to the potential for success that people in our modern culture seem to give credit. Digital case Study: Lady Gaga In an article titled, “Case study: Making money from music” by Martin Kupp, Jamie Anderson and Joerg Reckhenrich, the effects of technological advances on the music industry are recognized, analyzed, and utilized through an online marketing strategy that led to the incredible success of Lady Gaga. Troy Carter of Coalition Media signed Gaga with the intention of making her into a star with the help of some clever marketing. Recognizing that digitalization was the cause of the almost 33% decrease in the music industry’s total revenue between the years 2000 and 2007, Carter decided to find a way to use digitalization to his advantage with his newly signed artist. Coalition Media, with the help of marketing company ThinkTank Digital, invested large amounts of time and money into developing Lady Gaga’s global presence through social media. They set up many interviews with online bloggers, established a large following on Myspace through “constant news updates, as well as exclusives, interviews and special features” and Gaga personally handled her Twitter account, building a very personal connection with many of her fans. This strategy demonstrates the massive success that skillful online marketing can produce. The article focuses on Coalition