Lead: Because streaming dominates so much in the Nordics, it is dramatically changing the shape and the narrative of digital music marketing. It is no longer about spikes of activity a few weeks either side of a release or focused on driving purchases. Instead it is now about a consistent and steady campaign to keep fans engaging and re-engaging with artists, albums and singles on streaming services. We speak to those in Sweden and Norway about how streaming has changed things, as well as how markets where streaking is taking off need to prepare for the future.
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