Sunkara 1

The Music Industry: How Social

Media Plays a Role
Rhea Sunkara

Ms. Leila Chawkat

Independent Research I Period 3

21 March 2022
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Abstract

Social media is a very important part of our society, everything happens there. People can

find out about literally anything that’s currently happening on social media, especially music.

Many musicians and artists use social media to help them promote their content and gain

exposure for it as well. The most used platforms are TikTok, Instagram, and YouTube. TikTok is

growing immensely. A large percentage of teenagers tend to use TikTok, as it is so popular

because one can never know what they can find on the app. But this app allows musicians and

other content creators to use specific strategies to get their content in front of the right eyes, and

one of these methods is the use of hashtags. Hashtags can separate content into different

categories, allowing people to easily search for the type of content they want. So if someone

wants to look for original songwriting, they look up a hashtag related to that. Instagram has been

used for quite some time now, and the reason people love it is because people can post any type

of content. Pictures, videos, stories, live interactions, and much more. It is why musicians love it

so much, it is a very broad app, therefore allowing them to be open with the type of content they

create. Instagram also gives direct support and help to musicians who use their app, therefore

already giving an advantage to them. Last but not least, YouTube. YouTube has been used longer

than all of these apps, and it is also the biggest platform. That is the reason why it should be the

final step of the process a musician should take to build their content pages. The majority of the

most popular videos on YouTube are music videos, and almost half of music streaming occurs on

YouTube as well.
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Table of Contents

Abstract……………………………………………………………………………………………2

Introduction………………………………………………………………………………………..4

Literature Review………………………………………………………………………………….5

Data Collection……………………………………………………………………………………9

Conclusion……………………………………………………………………………………….15

References………………………………………………………………………………………..16
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The Music Industry: How Social Media Plays a Role

Music has been in our world for thousands of years, and it is changing every single day. It

is everywhere: on the streets, in cultures, and some people study music for a living as well. But

how is music developing in today’s world? The answer to this question is social media. Social

media is the key to, not just music, but everything that happens in the world. One click on a post

and millions of people can see it. In terms of music, social media is what all artists are using.

Especially with COVID-19, it was the only way for musicians to expand their pages and promote

their content. In order for a burgeoning artist to develop an audience for their music,

singers/songwriters must employ diverse strategies, the key one being the ability to manipulate

the advantages of TikTok, Instagram, and YouTube, ultimately adjusting the approach

specifically for each platform.

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Literature Review

There is a huge variety of social media platforms in the world, almost endless. It plays a

big role in our society, many people use it as it makes it easier to reach out to others, it allows

them to connect with outside sources not within reach. Social media is also known to be the first

step people take when trying to start a business or platform. The reason behind this is because it

makes it easier for people to find information and create exposure for a new and upcoming

thought. In terms of music, many musicians and artists have different methods they use,

including the type of social media platforms they use. Some platforms are more popular than

others, giving musicians the opportunity to grow bigger. But it doesn’t just depend on the

platform itself, it depends on the musician as well. Each platform has a different algorithm,

therefore the artist must follow along with it and use strategies relating to that specific one.

Adjusting to the circumstances is necessary, especially taking into account that social media is

immaculately broad.

How the Growth of TikTok is Changing how Musical Content is Used

TikTok is one of the newest social media platforms, and it is constantly growing and

growing. Not only is it popular, it’s also addictive. On an app like this, you never know what you

can find. There are so many people that come from different places who can offer almost any

type of content. First off, TikTok is the center of music marketing. Influencers and other top

creators get paid to promote a song, and these individuals are able to earn a lot of money from

this. “TikTok has become a go-to platform for discovering new music.” (Whateley, 2022). Along

with this, TikTok is developing, using factors from other social media platforms to expand itself.

For example, the use of 24-hour stories and longer videos. Longer videos might change the way

music is used on TikTok. (Amos, 2021).

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Like mentioned before, TikTok is an app where all the content can be unexpected, but the

TikTok algorithm also allows individuals to look for content related to their personal interests,

therefore creating the use of hashtags. The use of hashtags is the key to get videos in front of

everyone’s eyes. For example, “#FYP (For You Page)” or using other hashtags that relate to the

content that is in the video. (McLachlan, 2021). People look for specific hashtags that relate to

what they are looking for, so this way an artist can get their content in front of the right audience.

Along with this, TikTok is a great tool to help individuals to reach a large audience, and the

TikTok algorithm helps with this. “...the TikTok algorithm serves content to users based on their

interests. It is therefore not necessary to have a large following for people to see your content.”

(Oxford College of Marketing). Using trending hashtags increases the likelihood of being

noticed by TikTok’s algorithm. (Patel). But this is the next big thing, trends. Every single day,

new trends are being discovered on TikTok, and people catch on to them very quickly. The more

people catch onto these trends, the more popular the trend is, which also includes the content

made using it. One of the most common types of trends include singing challenges. So, if an

artist finds one of these, they can create content about it, keeping the fact in mind that it will

definitely gain some attention.

Making Connections Using Instagram

Instagram is one of the most used social media apps by teenagers, and it has always been

very popular since it first came out. “People turn to Instagram because of the huge amount of

exposure that users get by using hashtags, following others, and staying active. There have been

several success stories of people finding fame and even making money or getting hired just by

running an Instagram account!” (James Smythe, 2019). The factor that makes Instagram so

different from other platforms is that people can post pretty much any type of content they want.
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They can make videos, post pictures, 24-hour stories, and more. Along with this, it is very easy

to connect and talk with people on this platform. People can share videos and ask friends or other

people to help advertise their content, such as sharing posts on their feed or stories.

There are many different features on this app that allows musicians and artists to connect

and engage with their fans. Instagram stories are a great way for musicians to share quick

updates and behind the scenes of their musical journey, allowing them to promote themselves.

(Leighton, 2021). Instagram Live Videos are also a very effective way for a musician to engage

with their fans as well. (New Artist Model, 2021). This platform helps an individual outline the

path they wish to follow with already given advantages. However, not only does the app’s

features provide help, help also comes from Instagram itself. “Instagram wants to help artists

make the most of its music-obsessed users.” (Titlow, 2017). And with this comes musicians. Not

only does Instagram offer promotion to help artists, but also allows them to build their own

brand and craft.

The Final Step

YouTube, one of the biggest social media platforms in existence. The possibilities here

are endless, there is so much one can find just from one singular source. People from all over the

world that come from different backgrounds use this platform, because of how vast the content

is. “YouTube is the world's third most popular online destination because viewers, especially

those of a younger demographic, can relate to the authenticity of user-generated content.”

(Holland, 2016). Youtube has also been around for a very long time, showing developments and

improvements within it. Everyone using this platform is always coming up with new content and

ideas, allowing many people to be inspired with the type of videos they would like to post. The

key to this is broadness. Just like TikTok, you never know what you can expect to see. But the
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one thing that makes YouTube different from all social media is the dominance it contains.

YouTube has shown an incredible amount of growth in terms of usage, compared to any other

platform. (Suciu, 2021).

Youtube should be considered as the “final step”, or the biggest step of the process for a

musician when building their platform for their career. Artists can start selling their music here,

or just continue to make music for the enjoyment of their fans and audience. Almost 93% percent

of the most popular videos on YouTube are music videos. (Zhu, 2020). Along with this, 46% of

music streaming is happening on YouTube. This percentage is extraordinary, it’s almost half.

There are so many other very popular music streaming apps, but YouTube has the majority. (The

Rotor Blog, 2018). Along with Instagram, YouTube also provides direct help and support from

their algorithm. “YouTube not only provides an excellent toolset for promotions and discovery.

They even have The Creator Academy, which teaches the best practices to creators wanting to

use their platform.” (Rachel, 2021). This allows musicians to know that they can always get

some sort of assistance and promotion with their content, which also brings them to being

discovered by a producer to take their career to the next level.

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Data Collection

As part of the research, four aspiring musicians and artists on TikTok were observed,

looking at how they utilize all their social media platforms and what strategies they use.

Name of Artist Social Media Used Notes/Observations Conclusions/

Summary

Logan Alexandra 1) Biggest platform 1) Doesn’t stick to just one area, Trends and
on TikTok (270k tries multiple strategies to gain hashtags!!
followers) exposure Follow along
2) Uses YouTube for 2) Started with original content, with what
music videos such as mashups of songs other people
3) Uses Instagram as 3) Soon moved to making music as are doing, and
a casualty her platform grew try to make
4) Starts singing trends with her others follow
mashups, she made karaoke what you are
versions to some of them so her doing. Having
fans could sing a long creative
5) Follows along with the other content and a
trends, such as singing challenges variety of
that are popular at the time content is
6) Uses TikTok to advertise her what appeals
music to people.
7) She makes multiple TikToks
using her music as the sound
(background music). This is used
whenever she releases new music,
which also contributes to
advertising.
8) ALWAYS and I mean ALWAYS
confident about what she’s aiming
for. She has a specific set goal for
what she’s creating.
9) Personality!! Always fun and
energetic in her videos which makes
people love her. Includes humor in
some of her videos too.
10) Really shows that she’s
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passionate about what she does. She

also encourages others to learn
music with methods she used
before.
11) Along with trends, Logan uses
hashtags that relate to her videos,
therefore getting her content in
front of the right people.

@sri (last name 1) TikTok (1.8 mil 1) Always takes requests from her Interacting
anonymous) followers). fans, she finds out what her with fans is so
audience wants and gives it to them. important.
2) Focuses a lot on the singing Taking their
trends, always up to date with them requests
and she sometimes brings them shows them
back after they have died down. (ex. that you care
1 breath challenge) about their
3) She does some collabs with other support.
singers on TikTok or some of her Always make
friends. Her fans seem to love it. sure to satisfy
4) Honesty! If she can’t hit a note and wow
on the first try or does the challenge them.
wrong, she doesn’t hesitate to post
it! It shows that she tries to work on Getting an
things as best as she can. early start can
5) Expanding her content. Not only always be
does she upload singing content, beneficial to
she also uploads witty stories, fun achieve what
times with friends, and makeup you want.
transitions.
6) Organization and presentation.
Her videos are always made to
please her audience. It is clear what
her main focus of her platform is,
but she sometimes likes to surprise
people with random comedy videos.
7) Working for what she wants. It is
her dream to collaborate with the
one and only Ariana Grande. She
already has so much support for this
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dream, which automatically puts

her in a great position.
8) Verified artist
9) Makes series of some trends,
such as building harmonies using
improvisation
10) When she first started TikTok,
she automatically started posting
singing content, therefore gaining
followers quickly.

Jeven Reliford 1) TikTok (3.5 mil 1) Verified Artist Connecting

followers) 2) Did not upload anything on with the
2) Uses Instagram TikTok for 2 years, stopped in 2020 audience is
pretty often now and just came back this year. what helped
3) Youtube to upload 3) He wasn’t using Instagram either, Reliford make
music videos he cut out all social media from his music and
life grow his
4) He made interesting music platform. He
content, he would do covers of wouldn’t have
songs along with improvising a been able to
drum beat on a table along with it reach this
5) Many people were surprised to position if he
see him come back, but he took hadn’t taken
some time to focus on himself and feedback from
his career people who
6) Advertised on his song followed him
“Butterfly” quite a lot on TikTok before he
7) Ever since he came back fans started
have been going crazy, excited to creating
see him giving a comeback music
8) Started off with comedy videos content,
9) He asked his followers if he
should upload singing videos, they
all encouraged him after hearing his
voice
10) Inspiration! A lot of his videos
mention motivational thoughts in
the caption, therefore making
people’s day.
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Madilyn Bailey 1) Uses all social 1) Always staying positive about Once again,
media very often her content! original
(TikTok, Instagram, 2) PROVING THE HATERS content and
and Youtube.) WRONG. She always makes great using
comebacks. Ex: She wrote a song feedback from
only using hate comments made on followers. She
her posts. was able to
Some lyrics from the song: gain more
“She’s so overrated, popularity by
Am I the only one who really hates turning
her? comments she
I don’t understand the hype… gets on her
Sorry, I just unsubscribed.” content into
3) Has a variety of content, videos songs.
of her performances, seeing how
well people can point out auto tune
(as all her haters think she uses it),
and creating songs based on what
her followers ask her to, and also
has some music videos for her
songs as well.
4) Doesn’t let anyone stop her from
achieving her dreams. She always
wanted to sing on AGT in front of
Simon Cowell, and she did, and
Simon absolutely loved it.
5) Her videos always have a great
presentation! She always looks neat
and organized, and her editing is
great as well.
6) Does collabs with other singers
and influencers, makes comedy
videos with them to help expand her
or their platforms.
7) Personality too. She is never rude
to any of her fans, even to people
that give hate to her. Instead she
responds with a song!
8) Has a huge following on all
platforms! A verified artist on
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TikTok as well.
9) Started using TikTok very early!
(2016). Her first video went viral
with 300,000 views, which is
considered a lot for the first time.
10) Not only does she give her fans
singing content, she educates them
on music editing too. Her haters
constantly accuse her of using
autotune, so she asks her viewers if
they can identify which clip of the
same song uses autotune and which
doesn’t.

Observations were the best option of data collection for this research. The purpose of

using this method was to evaluate how different artists utilized their social media platforms. All

these artists are very unique from each other, they come from different places and they make

their content under different circumstances. Four different artists were observed, looking

specifically at how they utilized each platform from where they began to now. All of these artists

have different styles of content, so they each used different strategies but there are certainly some

similarities.

The data shows how each musician allowed themselves to get to the position they are all

in now. For example, how they followed along with trends and how they overcame obstacles

they faced throughout their process. Each musician had some strategies in common, trends

(hashtags and other factors) and connecting with the audience. Logan Alexandra followed up

constantly on new trends and created original content. Sri also followed along with trends and

took requests from her audience, showing that she cares about their support. Jeven Reliford

asked his followers what content he should post, therefore creating a music platform and even
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making original music and songs Madilyn Bailey makes all original content, interacting with

people, making appearances on TV, and more. She is kind of everything all in one.

All tactics and techniques used by each of the artists have their similarities and

differences. But the main similarity is that they were all useful and helpful. Each of the artists

observed was able to successfully create and grow a platform. The two main strategies that stand

out as a shared idea from all of them is the use of hashtags and trends, and also connecting and

interacting with people on the app. This data is important because it shows and sets an example

for how other aspiring artists can gain exposure and grow their platform and popularity, and they

are so extremely useful for them as well. Just following along with the main steps to building the

platform can bring a huge jumpstart to their career.

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Conclusion

Especially in today’s world, breaking into the music industry is so incredibly difficult.

COVID-19 is a factor that makes it even harder, as it restricts musicians from going out into the

real world to build their career. Therefore stating the fact that social media helps with this. It

doesn’t necessarily make the process easy, but it does provide support and help. Many people

across the globe have access to social media, which is why it is so great for someone who wishes

to reach a large, widespread audience. In conclusion, artists should take advantage of the features

and help TikTok, Instagram, and YouTube provide to gain exposure, build their platform, and

jumpstart their career.

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