Adapting to the processes of digitalization is a key challenge of the modern Croatian music industry, which is currently based on the success of music release promotion. Digitalization has strongly impacted all artistic fields, including the music industry, through new technologies that enable progress in industry's business processes, from creative to promotional and distribution processes. The most important stakeholders in the music industry have changed from 1990 to the present day, and their roles within the industry's business processes have also changed. Thanks to digitalization, promotional processes have accelerated over the past thirty years, the number of intermediaries involved has increased, and a notable example of adaptation is Parni valjak, a legendary music band whose music releases regularly top charts, win major awards, and capture the hearts of the audience. Promotion has been facilitated by the wider availability of radio devices, greater coverage of radio frequencies, and the development of television. The research goal was to highlight current trends and the consequences of digitalization in music promotion in Croatia, through a case study of the band Parni valjak. The focus remained on processes in promoting their music over the past thirty years. By employing a semi-structured in-depth interview method with key stakeholders in the music industry, I obtained an answer to the following research question: In what way has digitalization changed the music release promotion processes of the band Parni valjak in the last thirty years? The conclusion is that over the past thirty years, digitalization has accelerated all processes in the music industry, changed business relationship models within the industry, dramatically increased the number of intermediaries and stakeholders, and enabled combining promotion methods through both traditional and digital channels simultaneously in order to enhance the effectiveness of promotion. This research represents just a small case study and a fragment of the puzzle that indicates what is happening in the broader context of the Croatian music industry, whose issues and opportunities are yet to be explored. The understanding of specific processes in the music industry and promotion provided by this research is only a minor contribution to the realm of science dealing with similar questions.