Social Media’s Impact on Musicians
Social media is one of the most powerful tools in the world. The music industry is constantly evolving due to the huge influence of social media and technology. It has the potential to open important doors within the music industry, but only if leveraged properly and appropriately.
A conducted by MusicWatch shows that 90% of social media users take part in some form of music or artist-related activity on social platforms. Two-thirds of social media users agree that they discover new artists on social media, and nearly 60% are visiting online streaming services/platforms to listen to music after they see an update, tweet, or post.
By utilizing social media, musicians have the ability to reach out directly to their fans, which creates a closer community between the two sides. Jazmine Valencia, CEO of music marketing firm, JV Agency has worked very closely with 14-year-old singer-songwriter Cloe Wilder on the importance of social media. In 2020 Wilder has managed to attract nearly 14,000 followers on Instagram alone. How? By treating her audience not just as fans, but as friends.
“Social media allows Cloe to connect with her fans firsthand, and speak on what matters to her most,” Valencia says. “With the release of each upcoming single, fans are able to get a glimpse into what the project will look like first. Not only that, Cloe is an advocate for mental health awareness so she uses her social media to openly speak about mental health issues and encourages her fans to reach out to her.”
The biggest transformation in the music industry is contributed through social networks improving the level of engagement between musicians and their fans. Livestreams in the age of COVID-19 have drastically impacted the connection between artists and fans. With almost no live music, artists are looking for innovative ways to bring their music to the ears of new listeners. Social media platforms like Instagram and TikTok have paved a new way for music consumption in 2020.
How many of your favorite artists have you discovered on social media?