The network traffic monitoring and marketing strategy of online music products in the multimedia environment refers to the use of existing multimedia technologies to analyze the environment of the online music industry, accurately locate the needs of product users, and formulate more practical and effective network traffic monitoring and marketing strategies. This paper firstly gives a comprehensive overview of the concept and characteristics of online music and then analyzes the development status of the online music industry. Then, according to the current situation and marketing direction of the industry, three network traffic monitoring and marketing strategies for online music products are proposed. They are marketing strategy based on big data mining, marketing strategy based on new media platform, and marketing strategy based on O2O model. These three network traffic monitoring and marketing strategies all need to rely on the existing multimedia technology. Finally, the effectiveness and practicability of the proposed network traffic monitoring and marketing strategies are analyzed by comparing the network traffic monitoring and marketing strategies of online music products with the traditional marketing strategies in the multimedia environment. The experimental results show that the number of visits to music products under the multimedia environment marketing strategy is 1.2 times that of the traditional marketing strategy, and the download volume is 1.5 times that of the traditional marketing strategy. This has a very good effect on the marketing of online music products.