In the context of the increasingly rapid digitalization that is prevalent in both the media and communications sectors, the music industry is undergoing significant changes that have a considerable impact on both the process of music creation and the methods and tools for its promotion. This article examines how Russian music artists are adapting their content strategies in the context of digital transformation, using social media to promote their creativity. The study focuses on the changes in music perception caused by the development of streaming platforms and algorithms, as well as on the research of artists' content strategies.