Social Media in the Music Industry
It’s hard to believe 2007 was ten years ago. When people, especially younger people, think of 2007, it’s this really interesting mix of High School Musical, punk pop icons, and drunken Britney Spears. Something else that really defines this era in both pop culture, and in music, is the use of social media.
MySpace was heavily popular from its humble beginnings in 2004, to its downfall in 2008. Not only did MySpace bring a new communication form for teenagers and adults willing to “get with the times”, but it also brought artists a new tool to reach out to potential fans. Artists would use the “friends” feature to add people and expose them to their music, or even their attractive looks. Some of the mid 2000s most prominent bands and icons stemmed from MySpace. People like Jeffree Star (who has since gone into beauty instead of music.), Katy Perry, Lily Allen; and bands such as Breathe Carolina and The Devil Wears Prada are all products of the MySpace generation.
Twitter, which launched in 2006, got its big break after MySpace started falling apart and losing its audience to Facebook. The thing that made Twitter different than Facebook and Myspace in the music industry wasn’t its 140 character limit, but rather, the fact that music was no longer the main focus of an artist’s page. According to Wolfgang Gartner, the industry suddenly had this idea of humanizing musicians, instead of them being idealized. At this point musicians were beginning to open up, and show more vulnerable parts of themselves. (Things like how their days were, and more personal details of their lives that a lot of fans may not have gotten to know about, let’s just say, 1980s Michael Jackson, or Elvis.)
One of my favorite artists is an amazing example of this vulnerability. Ariel Bloomer of Icon for Hire has always been very real in her Instagram and Twitter posts. There’s an Instagram post she posted during her band’s time on Warped Tour in 2015 that reads: “Kicking my feet up for a stolen moment of rest and #Selfcare. As much as I wish I could go all day- meeting new faces, signing, talking - I totally can’t! I’m a hardcore introvert and I need time alone (or in this case just a quiet spot in catering) to shut up and recharge for a few. This way, I will take the stage with all my power and a lot more love to give. I owe my audience that much:) Take care of yourself baby!”
Credit: @Arielforhire, Instagram
If I’m honest. I’ve thought about this post quite often in the almost two years since Bloomer (who goes by REL by fans and YouTube/Podcast listeners) posted it. Not only did I see this just days after meeting her (and shedding a couple tears, as well as having to hold onto the barricade as she was talking to me because she remembered who I was four and half hours later and my legs were turning to jello.), I also realized that is something really open to post about herself. She trusts her fans enough to understand her limits, so she tells them. Social media has created this ability for fans and artists to have this personal connection, where limits and boundaries can be expressed.
Social media, especially those like Twitter, Instagram, and Tumblr have also brought the ability for artists and fans to get even closer. Take Taylor Swift for example. In 2014, before the release of her fifth studio album, 1989, she basically stalked fans on various social media (specifically Instagram and Twitter… and maybe even Tumblr) to find loyal “Swifties” (the “fandom” name for Taylor Swift fans) to listen to the album before its release at her LA, New York, and Rhode Island estates; as well as at her parents’ Nashville home, and a hotel room in London. She watched these fans for months on social media. She would read about their days, and their life issues (so basically things that make them just as vulnerable and human as these celebrities want to show they are on their social media accounts). After these so called “Secret Sessions”, she would stalk, or according to Swifties,#Taylurk, fans for months. She sent them Christmas presents, and Valentine’s Day cards (and goodies). This does not include the thousands of fans she followed on Tumblr, as well as the 2,799 things she has liked on that account.
The goal of this wasn’t to list how great of a person Taylor Swift is (although that is another thing I could probably write a Profile Paper on), but rather how this has significantly increased her fanbase, and her closeness to her fanbase. A lot of people don’t believe she did all of this for them. However, there is videoed proof (as seen below), of her doing all of this (minus the direct lurking.)
Not only is social media good for fan/artist relationships, it also changes how the entire music industry is ran. I am currently enrolled in Ariel Bloomer’s “Rockstar Crash Course”. This is a program that teaches young people, like myself, tips and tricks to get into the industry and really be able to truly take the first steps in being a true musician. One thing REL talks about in this course (and I haven’t actually gotten to this lesson yet to be honest, I’m looking ahead in the notes.) is how the “gatekeepers” are no longer in charge, and with crowdfunding, anything is possible. Record label A&Rs have always seemed to be in charge of what’s popular in music. It’s even depicted in the opening scenes of the movie version of Chicago that Roxy wants to meet Nick’s manager friend so she could become this big star, and that is set in the 1920s. The music industry has always been in charge by stereotypical men in suits.
The idea of men in suits is now changing into artists in their home studios and exposing new types of music. In the lessons of Rockstar Crash Course I have been able to complete, I’ve learned that there’s the way that everybody goes (the local shows, and then building an online presence, and eventually getting a record label to notice you and your band.) and there’s the new age way of doing things (mostly building an online base and doing live streams in your bedroom.) The newer way of doing this is growing in popularity, however, it kinda makes it harder for an artist to learn stage presence because they’re building a fanbase across the globe, with no one place to be able to sell a group of tickets. This makes it harder for you to book shows because you may or may not be able sell enough tickets to make your quotas (because yes, there are ticket quotas.)
Finally, social media has changed the game in how businesses have ran themselves in conjunction to the music industry. My favorite example of this is Taylor Swift’s letter to Apple back in June of 2015. She didn’t like the fact that this huge company was going to take advantage of smaller musicians who wanted their music to just be heard during their three month trial period. She had read through this contract and decided it wasn’t fair. In her letter she writes that this wasn’t ¨about [her]. [She’s] on her fifth album and can support [herself], [her] band, [her] crew, and entire management team, by playing live shows.”. (Swift) She continues to say that the letter was written for “the new artist or band that has just released their first single and will not be paid for its success.”Apple decided that she was right, after that letter was backed by many of powerful and influential people in the media (including TIME magazine).
Overall, the music industry is always changing. In order to succeed in this business, you have to know how to adapt. I personally love seeing pop culture changes, and how as a society we are going to change time and time again. Social media is just one of those changes that has been heavily exploited. If just ten years ago we were at MySpace’s peak, and Facebook was just starting to lift off the ground, where are we going to be in ten years from today? As a budding musician with nothing but art to create and potential to prove, I can’t wait to see where we go from here.











