The rapid expansion of digital technologies has transformed the contemporary music industry, reshaping how music is discovered, promoted, distributed, and monetized. Central to this transformation is the process of platformization, through which digital platforms increasingly organize cultural production, audience participation, and entrepreneurial activity. Among the most influential of these platforms are TikTok and YouTube, both of which have become pivotal actors in contemporary music ecosystems. Adopting theoretical, conceptual and analytical approach, this research examines how these platforms are redefining artist visibility, audience engagement, and music entrepreneurship within the digital age. Drawing on contemporary scholarship on platformization, digital music industries, social media marketing, and platform economies, the research explores the opportunities and challenges associated with platform-based music media. It argues that while TikTok and YouTube have expanded opportunities for music discovery, audience participation, branding, and entrepreneurial innovation, they have simultaneously introduced new forms of algorithmic gatekeeping, creator dependence, and economic uncertainty. The analysis further demonstrates that visibility and success within contemporary music media are increasingly shaped by platform logics, engagement metrics, and recommendation systems rather than by traditional industry structures alone. It concludes that sustainable participation in platformized music environments requires a combination of creative competence, entrepreneurial adaptability, digital literacy, and strategic audience engagement. By contributing to emerging debates on platformization and cultural production, the research offers a critical understanding of how digital platforms continue to reshape the structures and future trajectories of the global music industry.

Keywords: Music media, platformization,  artist visibility, audience engagement,  digital culture.