Due to decreasing CDs sales and economical consumers, the music industry is currently being challenged to keep revenue streams alive. In the advent of digitalization and new technology, the music industry struggles to cope with and benefit from change. In addition, music artists are significantly burdened by the lack of reimbursement for their creative work due to the overall increase in music piracy and illegal downloading. This dissertation explores artist promotions, marketing communication, and relationship management as means of surviving in the volatile music environment and overcoming these times of hardship. It further examines the Danish music market and how marketing communications should be shaped in order to promote artists appropriately and beneficially.