Overall, the music industry has largely shifted alongside new technologies, especially in terms of artist revenue and fan desires. While country music has always focused on its aspect of storytelling, modern technologies have sparked creative strategies of new forms of personalization. One main approach that has been used by country artists to foster their brand and fan-relationships is offering exclusive content, notably through music videos, social media, and fan clubs. Recently breaking records in the country music industry, Dan + Shay’s exclusive content throughout recent music videos and social media as well as Carrie Underwood’s official fan club exemplify the effectiveness of such strategies within country music. Understanding these changes is pertinent to the overall success of the music industry because its reality “has become important in the development of new sources of revenue and new strategies for ensuring long-term survival of the industry itself” (Théberge).
