Social media platforms like TikTok and Instagram have transformed the way musicians are discovered and how they build their careers. Gone are the days when aspiring artists needed the backing of major record labels to gain recognition. Today, social media has democratized the music industry, offering artists—both established and emerging— opening the door to a global audience.
The Evolution Of Music Discovery
Musical discovery heavily depended on radio, live performances, and the influence of record labels. But social media has shifted this model, as apps like TikTok and Instagram have emerged as powerful tools for music discovery, each offering unique features that cater to different aspects of the music industry.
TikTok, especially has become a game-changer. Its format encourages users to create short videos set to music, has led to viral trends that can propel unknown artists to global fame virtually overnight. For instance, songs like Lil Nas X’s “Old Town Road” and Doja Cat’s “Say So” owe much of their success to the viral challenges and trends that emerged on TikTok.
Instagram has also taken advantage of this. The Stories and Reels features on Instagram are also used to promote music now. This has music discovery more interactive and allowed artists to build a personal brand that resonates with their fans.
Independent Artists
Social media platforms have also levelled the playing field for independent artists. Before the rise of platforms like TikTok and Instagram, independent musicians often struggled to reach a wide audience without the support of a major label. Now, these platforms offer a direct line to listeners worldwide, allowing artists to grow a fanbase and promote their music on their terms.
TikTok’s algorithm prioritizes content engagement over follower count, which means that even lesser-known artists have the potential to go viral. This has led to a surge in independent artists gaining recognition and streaming success without traditional industry backing.
Social media platforms have also helped in collaborations between artists across different regions, leading to diverse music and audience. These platforms have become a place for new music trends, with artists and fans both contributing to the ever-evolving soundscape of global music.
Challenges
The pressure to maintain a constant online presence can lead to burnout, a phenomenon increasingly reported by artists. Established musicians like Halsey and Post Malone have expressed frustration with the demands of social media marketing, which requires them to prioritize content creation over their artistic process.
The interdependent relationship between social media platforms and the music industry is very complex. Platforms like TikTok have recognized their influence on the music industry and are beginning to explore vertical integration, potentially disrupting traditional industry models. TikTok’s parent company launched SoundOn in 2022, a platform designed to identify, sign, and develop new artists. This move could challenge the dominance of established record labels, leading to a major shift in the industry.
As social media continues to evolve, so too will its impact on the music industry. Whether this will lead to a more equitable and innovative industry or further complications remains to be seen. What is clear, however, is that social media will continue to play a role in shaping the future of music discovery and artist development.
