Decentralized discourse: analyzing Web3’s impact and business implications in the German music press

This study examines the representation and evaluation of Web3 technology in the German music media from 2016 to 2022, focusing on its prevalence, framing, and acceptance in the context of the music sector. Utilizing framing theory and the Technology Acceptance Model, a quantitative content analysis was conducted on articles from various music magazines. The findings indicate a generally positive portrayal of Web3, with significant discussion peaks in 2019, 2021, and 2022. Notably, no coverage was found in music education magazines, suggesting a gap in Web3 engagement in pedagogy. Much of the coverage was in Musikwoche, highlighting Web3’s impact on business aspects like ticketing, copyright, and licensing. The overall positive depiction, juxtaposed with limited critical evaluation, points to the need for a more nuanced discourse. The study underscores implications for balanced media coverage, informed musician engagement with Web3, and the potential for incorporating this technology in music education. It highlights the importance for the music industry of capitalizing on Web3’s positive aspects while practising critical awareness, and it calls for further research to explore the depth of Web3’s influence in music.