In the world of social media, anything is possible. Platforms like TikTok, Instagram, and YouTube have transformed the music industry, helping new talent go viral and attract industry professionals. Artists like Billie Eilish, The Weeknd, Justin Bieber, and Doja Cat were discovered this way. Social media allows artists to connect directly with fans, build a personal brand, and establish a loyal fanbase. So quickly, likes are transformed into streams. Traditional media channels can still complement these efforts - but the magic of social media hits different.

Music Streaming Services: The Yin to Social Media's Yang

Streaming services like Spotify and Apple Music pair well with social media by enabling easy sharing and promotion of music. User-generated content and algorithm-based recommendations help new music reach broader audiences. When artists participate in social media marketing, they open up an avenue for themselves to release music independently. Platforms like Bandcamp enable powerful global distribution.

The Capitalization and Monetization of Social Media

Collaborations with influencers can expand an artist's audience, as behind-the-scenes content, live sessions, and interactive posts maintain engagement. Social media offers monetization options such as ad revenue, fan funding, and sponsored content deals. Artists can also sell merchandise directly through their profiles.

Artists receive immediate feedback from fans on new releases and performances when they have a social media presence. This way, they can adjust and improve accordingly. One artist who exemplifies productive use of this is Dua Lipa. The pop sensation had a rocky start to her career, as online critics mocked her 2017/2018 performances. The phrase, "Go Girl, give us nothing" began trending after an infamous performance of "One Kiss." In spite of this emotional setback, Dua Lipa drastically improved her stage presence by 2020. In interviews, she said the online criticism was emotionally damaging but that it also motivated her to improve.

The Power of Trends

In addition to providing instant feedback, fans can create and spread trends. One example of this is Taylor Swift's "Bejeweled" dance. The routine began as a trend on TikTok, created by fan Mikael Arellano. Within weeks, the routine was performed by Swift herself at the Eras Tour. User-generated content like dance challenges and covers can boost song popularity.

Social media provides valuable data and analytics, helping artists and labels understand audience demographics and preferences. This data allows for targeted advertising and personalized marketing strategies. Further, social media has facilitated an unprecedented, global presence for genres like K-Pop and non-English songs. Artists from different countries can connect, collaborate, and reach new markets.

Pictured: BLACKPINK, K-Pop Group

At Likey, we believe in prioritizing a special bond between businesses and individuals. Social media has become a powerful tool in making that connection, notably in the music industry. Platforms like TikTok, Instagram, and YouTube offer unprecedented opportunities for independent artists, reshaping marketing strategies and fostering interactive relationships between musicians and their fans. In the world of social media, nothing is unachievable.