It is obvious by now that social media has taken over the way that people and companies advertise and communicate, but how? The changes are significant and have their benefits. In this three-part blog series, I will be explaining the benefits of social media’s influence on three major subjects: visual media, music artists, and businesses. These posts will hopefully be informative to those who don’t know about the benefits in relation to these topics, as well as entertain those who do know the benefits, and hopefully teach them something they don’t know.
In the last post I talked about the benefits of social media on visual media. This time, I will explain how social media benefits aspiring musicians and musician’s fanbases.
Musicians of the past few decades found fame through touring extensively and getting their music on the radio. Their goal was also to get signed to a record label and create music videos that would hopefully be featured on T.V. With the advancement of technology and social media presence in the daily lives of people, appealing to a wider audience is now easier than ever. Musicians are now able to spread the word of a band or single artists through platforms such as Facebook, Instagram, Spotify, Bandcamp, Soundcloud, and more. Most of these platforms allow you to upload your own content without the help of anyone else and allow anyone to consume your content (either for free or for a fee). This was not always true seeing as how, in the past, an artist would have to have to work through someone (typically a label) to promote their music and make it available for the masses. This makes it easier for independent artists to really make a name for themselves and for more people to even create and promote their own record labels.
Another marketing benefit of social media for musicians is more personally oriented. From a relational standpoint, musicians can now show much more of their personality and share their experiences with their fans than before. This can lead to more involvement, higher outreach, and better sales for their music. Brandon Seymour of indieonthemove.com makes a good point about this, saying “As a band, you have the unique opportunity to be the “tastemaker” for your audience. Step outside the box and incorporate some non-band-related content that you find interesting and chances are your followers will find it interesting too” (Seymour 2013). Being able to appeal to people even when it isn’t about music, can make the community support stronger. This improved involvement of fans can also lead to higher satisfaction as a result of feedback.
Social media can also lead to the spreading of knowledge as well as the expansion of networks. The tradition of spreading fliers for an upcoming show is not dead, but it is seriously overshadowed by the implementation of social media posts and event pages. Facebook specifically, has an event page system that engages people who are planning on attending and provides all the information they need about said event. These event pages can be shared between friends and grow in attendance. When a band posts that they are having an event, friends can ‘tag’ each other in the comments to get their attention. As said simply by David Meerman Scott in The New Rules of Marketing and PR, “When you tag people, they get notifications that point them to the tagged content. Isn’t that great? When you create something interesting, your friends can spread it for you!” (Scott 2017). These tags can allow for people to see new bands they have never heard about including aspiring new bands.
There are so many positive uses of social media for musical artists including, product/music promotion, personal artist-fan interaction, spreading of knowledge and networks, and more. I did not touch on everything but hopefully this will get you thinking about how much social media can help aspiring artists.
Next blog, I will talk about the impact of social media on businesses.
The New Rules of Marketing and PR by David Meerman Scott (2017)