Three digital trends that have the most impact in my industry(music) are digital distribution, social media and digital illiteracy. These trends have caused havoc amongst the four major record labels due to there slow adaptation to the rise of technology that brought along piracy, convenience and inexpensive ways to get music that rarely resulted in the labels getting a profit. Digital distribution and social media have caused artists to use the web to market themselves, get there music heard and sold. Here is a article that touches on some relevant trends: http://mashable.com/2009/05/30/digital-music-trends/
These changes will provide smart marketers with a way to get themselves out there without having to depend on a major distribution deal. Artists like Soulja Boy and Justin Beiber are examples of how powerful the web can be through mediums like Youtube whether it is your intention to turn your talent into something viral or not. If you are not familiar with these two artists (if you lived under a rock of course) here are a couple videos that made them viral video icons:
http://www.youtube.com/watch?v=8UFIYGkROII (Soulja Boy)
http://www.youtube.com/watch?v=zXBAGCPvrqc (Justin Beiber)
