The 21st century artists stand before unprecedented technological changes, which they have to integrate into their activity, with a view to promoting and communicating it to their audience. This paper wishes to discuss the IT abilities that contemporary musicians should possess in order to stand out, to maintain their image and to promote their professional success by means of online channels and other virtual instruments. We wish to show that music marketing is closely related to a series of transversal competences which resort to software and platforms that on the one hand facilitate the dissemination of artistic activities and on the other offer important support for the establishment of a highquality, high-impact image. Living in a world that follows visual stimuli, we believe that present-day musicians should make an effort to acquire new information in order to understand and use IT technology in favour of their own visibility and professional progress. We wish to point out that these interests can also be noticed in the tendencies found in the contents of art universities curricula at world level.