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

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This article investigates how music-specific communities on Facebook self-organize in and respond to the digital music ecosystem dominated by streaming platforms such as Spotify and their algorithmic restructuring of music. By building on earlier work on digital platforms as archives, we differentiate between the “old” and “new” orders of music cultures. We also utilize Juri Lotman’s cultural semiotics and his concepts of semiosphere and auto-communication to make sense of communicative self-ordering and memory work by music-related communities on Facebook in Estonia. Based on ethnographic observations and in-depth interviews with local music experts, we demonstrate how communities focused on record collecting, specific music genres or music quizzing work auto-communicatively, build shared memories, identities, and self-organize in order to resist the “new musical order” that has resulted from the datafication and platformization of music markets.