Sammy Andrews, head of digital marketing at Cooking Vinyl, made the comments during the Reinventing Marketing for the Streaming Age panel at The Great Escape.
She said: ‘The majority of our artists embrace streaming and increasing the longevity of music’s appeal is where it comes into its own. It needs to be nurtured and we need to work as an industry to encourage it.’
The panel, which also featured Will Hope, director of label relations at Spotify and Leah Ellis, head of UK PR at Warp Records, discussed the challenges and opportunities in music marketing in the digital age.
All agreed that the music industry and the surrounding media need to move away from the traditional promotional cycle surrounding an album release.
Will said artists in 2015 need to be more aware of their brand and 'be willing to produce and engage with fans utilising additional content alongside their music'.