In this next post, i really want to delve deeper into the impact that social media is having on the digital age of music that we now live in. It’s clear to see that social media is impacting it in various ways. This depends on the what site and so this post will look at how different platforms are changing music. The first social media platform that i want to look into is Facebook. The most popular social media network in the world currently and that isn’t going to be changing any time soon. Of course having direct links on Facebook to fans using likes and posts on the page will give artists a presence in the music scene however recently Facebook has been looking to change the game further. According to the Financial Times, ” the social media group has signed a spate of licensing deals in the past three months, including agreements with Universal Music Group, the world’s largest label”. This therefore means that Facebook will be able to post pictures and videos legally without worrying about facing legal action. As well as this there will be an ability for music labels and artists to make millions with their music being played.

The next platform that i want to investigate is Twitter, which is becoming more and more popular with people as a social media network. Reasons for this is because of the utter simplicity of using it. Compared to Facebook which has so many apps connected to it, whereas Twitter is practically one page where you literally just ‘tweet’, ‘retweet’, ‘like’ and ‘comment’. Twitter is also known as one of the main social media pages used by celebrities and in particular musicians. Twitter is a way for musicians to post updates on upcoming albums, tour dates and latest music and therefore the audience can get closer to their favourite artist and bands wherever they are! Which years and years ago we didn’t have which shows how the digital age is changing music. Adweek reported back in 2011 that, “Hip hop icon Snoop Dogg is urging all aspiring musicians to embrace Twitter if they want to succeed because the platform has become the “number one” tool for any artist.” The fact that artists such as Snoop Dogg are telling musicians to use Twitter shows how influential it as been in reaching out to their audience. There are a lot more artists getting popular because of Twitter’s influence.

Instagram is an emerging favourite social media network for music fans as well. With the ability to post pictures and videos to followers, it’s an easy way for musicians to communicate with their followers. Posting pictures of themselves in their past performances gives the audience a sense of nostalgia if they were there and could mean that consumers go back and stream old albums that they love which will generate revenue for the artist. Furthermore Instagram has introduced a ‘stories’ feature and ‘live’ feature which allows users to post pictures and videos of their day and also record live streams. This is used by artists to announce new albums and tours and is a different way to promote music. According to Fast Company, Artists “don’t need to rely on all the old-school forms of communication like radio advertisements. When they want to announce that they’re going on a world tour and tickets are available, a lot of them announce it first on Instagram”. This shows once again how social media is dominating the digital age that we live in when it comes to music being produced and how artists prefer this way of advertising their music.

Instagram Live Feature. Image by Max Pixel

The last social media platform and the newest one that has influenced the music industry in recent times is Snapchat. When it started, the idea was to be able to send pictures and videos of a ten second time frame which would be visible to friends and followers for just that time and once it had been opened, it was gone forever. As well as this, you could post to your story. In fact this was the first social media site to introduce a story and because its success, sites such as Facebook and Instagram have used this idea. According to The Start Up,  “Snaps recent partnership with Seatgeet allows users to buy tickets to events right in the application”. Therefore allowing artists to not only post updates to their followers on tours and albums, but to also buy tickets directly from the app without leaving means that it speeds up the process and the artists are getting more and more exposure through the ticketing process on Snapchat. The first time this has been available within social media directly. Ultimately, it’s clear to see that all of these social media sites, and the many more that exist are helping artists to grow and therefore change the way music is being perceived in the digital age through the constant exposure and ease of access.