Role of social media influencers

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The role of social media influencers in music discovery

In today’s digital age, social media has become an integral part of the music industry. With the proliferation of platforms such as Instagram, Tik Tok, and YouTube, artists and bands can now promote their music directly to their fans and reach a wider audience. But as the music landscape continues to evolve, a new type of player has emerged: the social media influencer.

Who are social media influencers?

Social media influencers are individuals who have built a large following on social media through their content and engagement with their audience. They are often seen as trendsetters and tastemakers, with the ability to shape the opinions and habits of their followers. This has made them a valuable asset to the music industry, as they can help promote new music and drive its discovery. Getting discovered can get people to your gigs and streaming your music online.

Role of social media influencers.

When fans are choosing where to go 92% said they need to love the artist before they buy the ticket. Social media influencers could help you get the fan love you need. If you’re an artist looking for help getting discovered could social media influencers be your answer? Here are the top ways social media influencers can help you get discovered.

  • One of the biggest advantages of using social media influencers to promote music is their ability to reach a specific target audience. Many influencers have a niche focus, such as fashion, beauty or fitness which allows them to attract a specific type of follower. This can be especially useful for music artists who are looking to target a specific demographic or genre.

If you are a rapper who is trying to reach a younger, hip-hop audience you may want to work with an influencer who has a large following in that particular genre. The influencer can share the artist’s music with their followers, providing the artist with a platform to reach a highly targeted and engaged audience. Influencer Brent Rivera featured Tones and I in this viral video bringing millions to her song.

  • Social media influencers can help discover new music by collaborating with artists and sharing their work with their followers. This can be a win-win situation for both parties, as the artist gets exposure to the influencer’s audience and the influencer get to showcase their own creativity and talent.

If you are a pop singer trying to reach a new audience who could listen to your music in the gym you may want to work with a fitness influencer to make a remix that fits with an edit they can post on Tik Tok. That way you are making something exclusive and buzzworthy. They benefit from the special edit and you benefit from the added exposure on their social media.

  • Many influencers also have their own podcasts or vlogs, which can be a great way for artists to get their music in front of a new audience. By appearing on an influencer’s podcast or vlog, artists can share their stories and music with a captive and engaged audience, increasing the chances of their music being discovered and shared.
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If you are a singer songwriter who has a strong writing process you may want to work with an influencer who has a podcast to talk about how you write. Fans love getting to know more about an artist’s process so you could share your tools, funny stories about people you have worked with or the drama behind the idea for one of your biggest songs.

  • In addition to promoting new music, social media influencers can also help discover up-and-coming artists by sharing their work with their followers. This can be especially useful for artists who are just starting out and are looking to build their fan base. By sharing an artist’s music with their followers, influencers can help introduce them to a new audience and give them a platform to build their career.

If you are just starting out, find some playlist curators on tik tok who share your genre of music. Reach out and see if they would be interested in sharing your music in one of their playlists and videos. Some of the best curators are @assortedtapes and  @annabelleklinee

However, there are drawbacks to social media influencers.

Some influencers may promote music for the wrong reasons, such as for personal gain or to cash in on a trend. This can lead to oversaturation and dilution of the market, making it harder for truly talented artists to break through. It’s important which influencers you choose to work with. Working with a well-known influencer may seem like a no-brainer, but it’s important to ensure that the influencer’s value and audience align with your brand and message. Ultimately, the role of social media influencers in music discovery is still evolving, and it will be interesting to see how their impact continues to shape the industry in the coming years. But for now, it’s clear that influencers are a valuable tool for musicians looking to reach new audiences and build their brands. Whether you’re a country singer, hip hop artist, or anything in between, there’s never been a better time to be discovered and enjoy the sounds of a musical world.

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