The Form of Digital Transformation of Music Sector in the City of Lhokseumawe

Abstract

The digitalization of the arts has brought two major changes, namely the pattern of art work and the perception of art performers towards art. Before the digital era, art work was done manually with simple equipment. In the context of music art work, in order for music to reach the listeners' ears, musicians need other institutions that work to distribute their works. Because the artwork distribution work is outside rather than the art work itself. while in the digital era musicians can relate directly to audiences without having to use the services of a third party. Musicians take advantage of various freely chosen digital platforms to reach audiences. The most frequently used media is YouTube and relevant social media according to the creator's will. Digitization also changes the way music artists view their work. The market is the main orientation chosen by artists, it is shown by the way they choose songs based on the level of popularity of the song among the audience. These changes occur thanks to the presence of technology which is the epicenter of the change itself as stated by McLuhan in his theory of technological determinism. This research was conducted on music performers in Lhokseeumawe City with interviews and direct observations of art performers in Lhokseumawe City.