Different trends, different musical genres, changes in culture, digitization and globalization have brought major changes in the music industry and led to the stage where it is now. Digitization has led to the biggest changes in the way content is consumed, specifically musical content, and in music promotion. Social networks are key tools for musicians' self-promotion and a necessary factor for long-term success and relevance on the scene. If musicians manage to find an effective niche with their teams of professionals, social networks can greatly help them in their success, help them make better communication with their audience and increase the number of sales, that is, the number of streams of their music. In addition to social networks, a big change in the music industry was made by music streaming platforms, which gradually monopolized the record industry and put the classic sound carrier in the background. The aim of this work is to get a better insight into how online platforms have changed the music industry using previous research and literature, the research of this work on the empirical case of the album '30' by the musician Adele, i.e. her communication on digital channels before the release of the album itself, and an interview that supported obtained results.