In 2008, Spotify’s launch left everyone in awe. The music streaming service was offering unlimited access to songs for a minimal fee. But, despite the uniqueness of the idea, the platform took two years to hit the 1-million user milestone.
Many critics evaluated its performance, labelling them slow and unprofitable. However, what happened after 2010 was shocking.
Spotify doubled the numbers in 2011 and reached 2 million paid users. By 2012, it had 15 million active users and 4 million paid!
Looking at this massive Spotify growth, many artists experience, a question is bound to pop up in everyone’s mind – how did Spotify manage to do this?
The answer lies in social media. Spotify changed its strategy by joining hands with Facebook. People could now link their Facebook accounts and use Spotify as a social media platform!
This particular case shows that social media does play a very big role in the music industry. But to what extent? Is it only affecting music streaming services or individual artists too?
In this article, we’ll take a deeper look into the topic; of social media and its critical role in the music industry. We’ll discuss:
● Social media’s effect on the music industry
● Integration of social media and music
● Importance of social media for independent artists
So, without further ado, let’s get started!
Has Social Media Affected the Music Industry?
Social media has not affected the music industry but shifted the paradigms. From creation to consumption, the industry we know today is very different from the past.
Traditional Industry
Back in time, the music industry was heavily reliant on traditional record labels. They determined whether an artist was to become a superstar or not. And so, in hopes of catching their attention, musicians had to put in a lot of effort.
They would record professional-like demos and create CDs/music files. Some newly-formed bands even had to bargain for a time in rental studios. Once done, they would distribute CDs amongst people to spread the word.
Since record labels hired A&R representatives to find new talent, the music artists also had to keep an eye on any upcoming events. They rehearsed and auditioned for weeks only so that they could play on stage and get noticed by the representative. Life was really tough back then!
The 2000s and the Internet
Then, entered the Internet and revolutionized the way music bands establish themselves. Many online streaming services opened up, like Pandora in 2005 and Spotify in 2008. All this meant consumers now had access to the music through their mobile phones.
As a result, the demand for physical records reduced greatly. The increased accessibility to music also changed the standards. Record labels were no longer in power, as consumers took charge by deciding which songs were and were not the best.
However, despite the changes, the musicians did not have enough say. The consumers had replaced the record label position. It meant their personal music styles were still under the influence of the market.
Plus, the only interactions happening between the artist and the fans were at the tour venues or meet-and-greet events.
The 2010s and Boom of Social Media
The 2010s saw a major boom in social media platforms. Facebook gained over 166,699 new users, whereas Twitter grew by 44%. In the music industry, this increase in social media usage finally gave artists complete control over their work.
They could now directly interact with the fans through their accounts and post updates. Even record labels shifted their policy from forcing talented artists to create marketable content to finding musicians whose style has already received love and support. This way, they could market the style and help get the artist more exposure.
Moreover, music streaming services evolved into digital studios. Musicians were now able to create and upload songs right from their homes.
So, there was no need for renting studios or even finding band members. Independent artists could produce high-quality songs on their own!
Present Day
Thanks to the rise of social media, musicians do not need the support of labels or massive fans to succeed. All you need now is a small tribe of fans on social media and consistency. Success will soon find its way to you!
Artists do not even need to hire public relations managers, marketers, etc. Social media serves as the marketplace. While you are the music seller, the people following you are the audience/fans.
So, the direct connection means you can publicize your work without external help. Different streaming services and distribution channels also allow you to monetize the uploads. For example, on YouTube, you receive ad revenue every time someone watches a video.
All that said, some traditional methods are still present, like playing live and seeking label attention. However, their importance and need are no longer prominent.
Integration of Social Media & Music
With all these changes, traditional entertainment agencies have found a new opportunity for growth; streaming on-demand. It means people could listen to the music of their choice in exchange for nominal monthly fees. Some popular examples of this include Pandora and Spotify.
The introduction of these services has played a major role in changing consumer expectations. People can now access unlimited songs at their fingertips. So, there’s no wonder that physical record sales have seen a rapid decline.
However, the thing that has enabled these streaming services to capture the consumer market is the integration of social media. Today, music streaming services are not only a place where people can access songs. But it is also a form of social media.
Here’s how the music industry has integrated social media within the past few years:
● Spotify
Spotify introduced the Connect with Facebook or Twitter option in 2011. So, users could share their favorite tracks and playlists with their friends. It later expanded this feature to Telegram, Instagram, Skype, and Tumblr.
You can also collaborate with friends on playlists. Another social interactive feature is Listen Alike, which lets you compare your music preferences to celebrities.
● Pandora
Pandora sticks to basic social sharing options. You can share music tracks on Facebook, Instagram, and Twitter.
● Apple Music
Following the tradition, Apple Music remains specific to Apple users. The music streaming service is available on iPhones, iPads, and MacBooks. And so, you can connect with people owning these devices only.
Other than these, existing social media platforms have taken initiatives to promote the music industry. For example, Instagram has released a music sticker, using which you can add songs to your Stories. You can also add music to your reels and videos.
Why Is Social Media Important for Music Artists?
We’ve already analyzed social media and its critical role in the music industry. But how exactly is it contributing to the growth of independent music artists? Let’s find out!
Content Creation
Songs are a form of content that musicians and bands create. However, using social media, they can make various types of promotional content. These include music/lyric videos, shoots, and skits.
All this additional content helps lure in new listeners and viewers. And, the best part is that artists can create this content without the help of record labels or teams. They just need a device, social media app, internet, and themselves!
Audience Building
Almost 3.96-billion people over the world use social media actively. It means there’s a huge crowd of potential fans available on social media. So, artists can build their audience quite easily.
What’s more, social media has reduced the connection between a massive fanbase and success. Only a small group of dedicated listeners is sufficient to increase the artist’s demand today.
These people will purchase merchandise, stream new albums, and attend live shows. Hence, allowing the artist to pursue a career and continue creating music.
Fans Interaction
The best part about social media is that it lets you open up and be yourself. Music artists can use these platforms to express their emotions and thoughts more freely. They can also post updates about their daily life.
This is something that fans love to see. They can connect with their favorite musicians on a much deeper and personal level. As a result, fans are likely to become more active in the community.
They would like and share the content in an attempt to connect. Many fans even get the opportunity to chat with their favorite musicians. For creators, this means a better insight into what the audience prefers!
A Few Success Stories
If you’re an aspiring musician, here are some success stories that originated from social media. Hopefully, this will prove to be motivational!
Olivia Rodrigo
Olivia Rodrigo, the now-famous singer, released her very first single in January 2021. The song was soon trending on TikTok and Twitter.
Within a week, her song reached No.1 on the Billboard charts and broke countless records on streaming services. This phenomenal accomplishment went way ahead of music icons like Weeknd and Taylor Swift. All thanks to social media!
Megan Thee Stallion
Megan’s fame journey took some time, but it also resulted from social media. She started by posting videos on Instagram, TikTok, and YouTube. In 2016, her song Cypher caught everyone’s attention and went viral.
Since then, the popular artist has never looked back. Almost all of her songs have become a trend. In 2020, her song Savage ruled over TikTok as many influencers made content using it. She even ended up creating a collaborative remix with Beyonce!
Summary
All in all, social media has dramatically transformed the creation, distribution, and consumption of music. Of course, traditional methods like live gigs and label records still exist. However, the artists are now more empowered in the industry.