What to Know About the Music Scene and How it's Being Impacted by Influencers and Social Media
Social media has revolutionized how we socialize, communicate, and consume culture, especially in the music industry. Twenty years ago, new music releases were announced on the nightly news or seen in grocery store tabloids. Word of mouth and physical record stores played significant roles in spreading news about new singles. Today, however, the consumption of music, and therefore the music scene, has transformed dramatically.
YouTube revolutionized the music industry, and now platforms like TikTok, Instagram, Twitter (now "X"), and Snapchat have further transformed it. The music industry's relationship with the internet and social media has grown increasingly intertwined.
Social media has become a highly effective advertising tool, with TikTok emerging as an essential platform for promoting music artists and record labels. Before the advent of social media, artists depended on word of mouth and the hope of securing a record label deal. Today, platforms like Instagram, TikTok, and websites such as LabelRadar allow artists to share their music and connect with over 70 labels directly, leveling the playing field and increasing their chances of being discovered. However, the influence of social media comes with its own set of challenges, particularly regarding the role of influencers.
How Influencers Have Changed the Live Music Experience
TikTok and other social media platforms provide artists with opportunities for self-branding and organic marketing, moving beyond traditional celebrity news coverage. TikTok's success is closely tied to the music industry, fueled by viral videos that promote both new and old songs. The platform cultivates a symbiotic relationship with artists, studios, and marketers, becoming essential for artists seeking to go viral or maintain relevance. TikTok does also help artists build their personal brands while industry marketing teams use influencers to feature songs affordably, creating organic advertisements. While social media can benefit artists by providing new promotional opportunities, it also has drawbacks for the music community, particularly for fans who just want to attend shows and enjoy the music.
The heightened emphasis on promotion has significantly impacted the experience of attending electronic music events, especially in major cities like New York. These shows have become widely publicized, attracting influencers who often purchase tickets solely to make brief appearances, capture promotional content, and leave shortly after. This trend diminishes the availability of tickets for genuine fans who are eager to fully immerse themselves in the performance and appreciate the music as dedicated listeners.
As influencers prioritize content creation over the concert experience, their presence can shift the atmosphere of these events. The focus on capturing the perfect shot or video clip often distracts from the music itself, changing the dynamic for both performers and the audience. Moreover, the commercialization of these events can lead to inflated ticket prices, making it harder for true fans to attend.
This phenomenon also reflects broader trends in the entertainment industry, where the lines between promotion and genuine enjoyment are increasingly blurred. While influencers help raise the profile of events and artists, their fleeting engagement often contrasts sharply with the passionate, enduring support of real fans. This shift challenges event organizers and the music community to find a balance that honors the authentic concert experience while leveraging the promotional power of social media.
