Once upon a time, making it in the music industry meant playing gigs at every dive bar, hoping a record exec might be in the audience. Today, while talent and hard work are still essential, there’s a new stage where stars are born — social media. Platforms like Instagram and TikTok have become the modern-day springboards for music careers, providing artists direct access to their audiences and unprecedented control over their look and sound. Daniel Siegel Loanso examines how social media is reshaping the music industry, one post at a time.

The New A&R

Siegel Loanso notes that in the pre-digital era, unknown artists used to rely on A&R (Artists and Repertoire) scouts to discover them. However, today, algorithms are doing much of that leg work. Platforms like TikTok have turned music discovery on its head. The app’s For You Page (FYP) is the new A&R office, where a catchy beat or a witty lyric can go viral and propel an obscure artist into the limelight.

Take Lil Nas X, for example. His breakout hit “Old Town Road” started as a viral TikTok sensation, with users creating videos around the song’s catchy hook. Before long, it was the number one song in the world, and Lil Nas X went from an internet meme to a controversial, Grammy-winning artist. In this digital age, virality is the new word of mouth, and it can make or break a music career in record time.

Building a Brand, One Post at a Time

Social media isn’t just about amplifying content; it’s also about building a brand. Today’s artists are expected to be more than just musicians — they need to be content creators, influencers, and entrepreneurs. Platforms like Instagram and X permit artists to showcase their personalities, interact with fans, and create a brand that transcends their music.

Siegel Loanso considers how artists like Lizzo have used social media to their advantage. Lizzo’s Instagram is a masterclass in branding — she posts everything from body-positive messages to behind-the-scenes glimpses of her life, all while keeping her music front and center. By being authentic and engaging, Lizzo has built a loyal fan base that’s just as invested in her as a person as they are in her music. In today’s music industry, a robust social media presence is often as significant as a strong vocal range.

Cutting Out the Middleman

One of social media’s biggest benefits is that it allows artists to connect directly with their fans. Gone are the days when artists had to rely on record labels or PR teams to manage their public persona. Now, artists can tweet, post, or live stream whenever they want, sharing new music, announcing tours, or simply chatting with fans.

This direct engagement has led to a more personal connection between artists and their audiences. Fans feel like they know their favorite artists on a deeper level, which can translate into increased loyalty and support. For example, Billie Eilish built her career by connecting with fans on platforms like Instagram and X, sharing snippets of her songs and thoughts long before she hit the mainstream. This direct line to her audience helped her cultivate a devoted fan base ready to support her when she released her debut album.

The Power of Community

Social media has also made it easier for artists to collaborate and engage in creative challenges that keep their content fresh. TikTok has become a hotbed for musical collaborations, with artists jumping on trends, remixing each other’s songs, and participating in challenges that showcase their talents.

Take the “Savage Love” remix, for instance. Initially a TikTok hit by New Zealand producer Jawsh 685, the track caught the attention of Jason Derulo, who added his own vocals and turned it into a global smash. This type of cross-pollination was only possible with social media, where artists can quickly discover and work with one another, regardless of genre or location.

The Double-Edged Sword

While social media offers incredible opportunities, it’s not without its challenges. The pressure to constantly create content, maintain an online persona, and engage with fans can be overwhelming, especially for emerging artists still finding their footing. However, for those who can navigate the highs and lows, social media offers an unprecedented platform to shape their careers on their own terms.

Daniel Siegel Loanso concludes that social media is no longer just a marketing tool; it’s an integral part of the music industry. Whether you’re an aspiring musician or an established artist, mastering social media can be the key to success in today’s fast-paced digital world.