The emergence of promotional gatekeeping and converged local music professionals on social media

The digitalization of creative industries has undermined the business models legacy media outlets as well music industries. This article discusses two primary ways that functioned in context industries—as a producer symbolic value and an engine promotion. However, central aim this study is to analyze development these functions new sphere by identifying promotion practices on Facebook. Based in-depth interviews conducted with local industry professionals Estonia, sets promotional approaches have been identified: brand-centered community-oriented approaches. findings indicate continuing convergence autonomous criticism across many dimensions presence “promotional gatekeeping” form activity small