
Since the rise of social media, it has been fairly obvious like most technology, that it can be either used as a tool or be wasted on us. How we got about using it is on us and through the years we have seen its capability. The whole world has basically incorporated social media into their daily routines and even into their careers. We find that everyone is basically on several platforms and it’s definitely allowed them to reach a wider audience to the point that people have become always famous by this tool, social media. Social media has become huge for people trying to get publicity and gain a huge following around the world.

Marketing yourself is very important if you want to make it as a musician or gain a following in whatever you may choose to do. A couple years ago, marketing could have been posters, flyers, word of mouth and the list goes on. Social media has allowed for the opportunities to be a bit easier to obtain. By using social media as a tool, you can market your skills and ability. For example, YouTuber, producer/composer, audio engineer, and music theorist Rick Beato is a man who has a huge following and online presence with 1.96 million subscribers on his channel. In one of his videos he briefly mentions that some of his following might have come after one of his videos went viral of him in his son doing music related things in his studio. For many other people trying to earn use social media as a tool, viral videos have been one of those things that can really get things started. In Rick Beatos case, he just produced videos of things he liked to do and wanted to put some of his knowledge out there. His videos offer information to the public that it’s viewed as worthy that he has been able to put more out there and in essence has become in my opinion successful on using social media. Social Media has allowed for people to find others with similar interests.
I believe Lilian Chifley makes an excellent point and connection when she said “Usually, social media marketing is a great way for companies to build their brand, get new customers and promote their products and services. In a similar way, musicians need social media marketing to grow their audience and get spaces filled at gigs they’ll be playing at.” I find this to be valid in many cases. As a person who loves music, my genres go all across the board, but as of the last couple years I’ve been following bands on social media and it’s interesting how they use this platform to promote themselves. Based on personal experience it seems like older bands don’t do much promotion on social media rather than sticking to their usual way of promotion. A couple years ago, as I walked the street of New York’s East Village, I had seen posters on display for an upcoming GunsNRoses tour. It was interesting because I didn’t ever really see promotions on posters for bands either promoting an album or tour on the street fow a while although I was aware that this was a marketing technique used before. I compared them to indie bands that I listen to who are just starting and although I did find a lack of poster/display promotions for them, I did notice that a lot of their promotions were happening online. Could this possible be a shift in how promotions and advertising is being done nowadays? Will social media just be much simpler to use as a way of promotion and dropping in information?

One of the key platforms of social media that has been instrumental to people achieving a following and using it to promote themselves is Instagram. Instagram was created by Kevin Systrom and launched in 2010. At the time the primary focus of the app was “to feature photographs, specifically those taken on mobile devices.”. Currently it is part of Facebook which was acquired in 2012. Since then Instagram has shifted their focus and have included several new features. These features have been beneficial to the ability to try and start putting your name out there. Mike Khorev posted a blog titled “Music Marketing:7 Perfect Tips for Promoting Your Music On Instagram”. In this blog he mentions a lot of several ways you can market yourself as a musician on Instagram using all of the features to your advantage. I think this blog is great especially since it was published on February 18th, 2020 so it is very contemporary to when this is being written. With that being said, it’s up to date with the features that Instagram has added since the beginning when it was just for posting pictures. Khorev says “It’s no secret that the primary target market for any music regardless of the genre, tends to be younger people below 35. 31% of the internet users aged 18-34 and 32% of users between the ages of 25 and 34 are active on Instagram… Another key reason why Instagram is a great platform to promote your music is the fact that it’s really versatile: you can choose between ‘traditional’ posts, IGTV, and Stories, and various advertising options. I think it is interesting he mentions these features because several of the indie bands that are coming up or I have seen coming up, have used these tools to promote their music through posts, merchandise drops with links or you can even buy it directly on the Instagram app. I think another interesting thing mentioned by Khorev is when he says “Before the digital age in the early 2000s, musicians are tied in what we can call the label infrastructure that typically goes like this: a musician gets noticed by a label (can be a major or indie label), the musician gets signed, and the label would handle everything from recording the single/album to publishing the music to promoting it.” I like that he mentions this point because it supports the idea that social media as a tool has definitely changed the process and it seems it puts more control on the artists although they have to put in the work themselves. There is no guarantee that you can become famous because that would depend on skill. However, it does make it a little easier to actually build a following and recognition. In essence social media can be used as a tool and this has caused change through the industry which isn’t necessarily a negative thing.





















