Social Media in Music Today
Differing Perspectives
In this article, my correspondent and I will be analyzing the benefits and drawbacks of social media to artists’ careers. One of us believes that social media is ultimately for the benefit of artists, while one of us believes that social media can almost eliminate the possibility of smaller artists being discovered or having the same opportunities.
Social Media Serves Artists Best Interest
The practice of using social media to gain traction in an ever-changing world is something that many people are aware of. A recent article by Wolfgang Gartner titled “Hashtag Blessed: Music’s Unfortunate Social Media Side Hustle”, he acknowledges the prevalence of social media in success. Wolfgang, a successful owner of a lucrative record label as well as a DJ and artist, states that, “the practice of using social media to gain popularity or generate notoriety has become one of the most successful paths I’ve observed people use to build a career.”
In order to ensure a uniform understanding of the term, Social Media, the different avenues include but are not limited to: Facebook; Twitter; SoundCloud; Instagram; Spotify, and many others that can’t all be listed at once. For instance, Fetty Wap has gained traction in the Hip-Hop industry by simply uploading a song to SoundCloud in April of 2014 and now has spent 34 weeks in the Hot 100, according to a Rolling Stones article . SoundCloud works in a way that anyone can upload their own music, and if you are talented, then you have a good possibility at hitting big and Fetty Wap is one good example of that. YouTube is also a very good example of a Social Media avenue that artists use to get big. You don’t need a pre-existing record label to upload videos onto YouTube and get your name out there, but many record labels search YouTube to try and find the next Justin Bieber. Social Media Advertising seems like it is “guerilla marketing” in a way, and it resembles exactly that, but it can almost ensure the success of anyone who deserves such.
Time has certainly changed the effectiveness and methods use to advertise over social media. MySpace (ancient technology, I know) was more or less the first way to really communicate and share opinions on artists, or to release individual work as an artist. This was one of the first opportunities that independents had to make something from nothing. Additionally, this gave artists who already had made it big an opportunity to interact with their fans and generate more of a personal fan-base. The creation and implementation of Facebook started to revolutionize the music industry. Algorithms started to change the game and people began to become more and more bombarded with more impersonal advertisements. Twitter has completely changed the game though, becoming the most real definition of “guerilla marketing” in the global economy. Good attention, bad attention, neutral attention, can all be measured and evaluated to see what kind of impacts it has on the artists. These abilities are certainly more important for up and coming artists, but can still be utilized by those who have made it big. Twitter is also the most useful avenue for artists to communicate with each other, and that can sometimes result in followers of one artist also becoming fans of artist within a similar genre.
The last important part about social media and music in today’s culture is the artist’s “brand”. An artist sells their personality, their persona, just as much as they sell their music in modern days. The reason for this is consumers want to know what they are buying into. With politics and other controversial issues gaining attention amongst millennia’s, artists have to be more and more intentional in identifying the personalities of their target markets. If artists are popular amongst the younger generation, then Social Media Marketing will be their most effective tool.
Overall, the music industry has revolutionized over the past 15 years in many different ways. Advertising has changed, the paths to success have been made much more accessible, and the importance of music versus personalities has increased significantly. Social Media Marketing is one of the most important tools that can be utilized in today’s ever-changing and very demanding music industry.
Increase the Media, Decrease the Odds
It is no secret that we live in what can be considered a “digital era.” Social media has taken the world by storm, connecting millions from any part of the world with just the click of a button (or tap of an iPhone screen). Hopeful singers and songwriters in particular have attempted to take advantage of the recent trend of “social media fame.” Sites and applications such as YouTube, Twitter, Instagram, and Vine have made it easier than ever for artists to showcase their talents. Who needs to book gigs or perform on the side of the road when you can just promote yourself in the comfort of your own home? However, the simplicity of this process is precisely why an artist is less likely to be discovered on social media. Luck or absolute talent is the only way an artist will stand out of the millions of fellow hopefuls from across the globe. Social media has undoubtably established an accessible outlet for hopefuls to “get their name out there.” Nevertheless, the exponential amount of hopefuls utilizing social media for this specific purpose significantly decreases their odds of being discovered.
According to an article by Elite Daily, there are three primary reasons in which social media has actually made it harder to become famous. First, a flooded market of hopeful artists. Undiscovered artists` use of social media to promote themselves has flooded the music industry market. Musicians, regardless of age or level of skill, can easily exhibit whatever talent they may or may not possess. Being discovered or “looked at as a unique individual” with musical talent is highly unlikely with the amount of fellow musicians pursuing the same dream. Second, number of followers has become associated with “success.” Clearly artists such as Taylor Swift or Kanye West have millions of loyal followers, better yet fans, on their social media accounts. It is not uncommon for Twitter users to assume an artist can`t be that talented if they have so little followers. And third, social media has caused us to focus less upon the music, and more upon the “look” of the artist. Think about Kim Kardashian, a Hollywood icon possessing no talent whatsoever, yet she is considered one of the most famous people on the planet. Yes, Kim Kardashian is not a musician. Nonetheless, she is still an ideal example of how society gawks at and admires beauty before even recognizing if any talent is present. Social media has not only diminished the chances of hopeful artists being discovered, but has begun to recognize particular individuals for all the wrong reasons as well.
I pity those undiscovered artists with true talent. Those who have everything to offer the music industry, but are buried beneath the millions of other hopefuls with access to a computer. Unfortunately, even the most talented undiscovered artist in the world is at a lost unless he or she crosses paths with the right people. Certainly, social media makes it easier to “put yourself out there” without the hassle of booking performances or even leaving your own home for that matter. However, the vast amount of hopefuls that take advantage of this basic method of exposure lessen the chances of each artist with every post. Fame was never something that was easily attained, but social media has only made it even more difficult for those eager artists to rise to the top. No longer do we live in a world where only the best of the best are making an effort towards stardom. The social media world is open to anyone and everyone, all whom consider themselves the “next big thing” in the music industry. Social media has not only extended the odds of success, but the supply of competition as well.
