Artists and bands usually use social media to market themselves today. Brands are typically built through these pages, with artists making their posts and profiles in a way that markets their unique qualities to an audience. The power of social media comes in its reach, as posts can be shared, screenshotted and retweeted by millions of people all at no cost. It acts as a way to build a closer bond to existing fans whilst also attracting new ones. Twitter is often used by artists to say what's really on their minds with many acts speaking out on the stress of the industry or their own personal struggles, this makes an artists twitter page seem like a way to directly see the real personality of the artist.
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| 21 Savage giving his personal thoughts on success within the music industry |
This perceived authenticity, however, makes Twitter the perfect place for fans to be manipulated by companies. Artists can promote things on Twitter and people will genuinely believe the artist themselves actually uses/likes said product when they're only doing so for monetary gain or to please the label.
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| A more harmless example of artist promotion as Stormzy promotes the BT Beyond Limits program to help kids in the UK |
Instagram however, is also extremely popular with artists, using it as a way to show photos they've taken with other artists, events they've been to and photos of them on stage. This acts similar to Twitter as it allows the artist to promote themselves and other brands, however, Instagram posts are generally perceived as less personal than tweets as artists can't just post their thoughts straight to the app. This is where Instagram stories come into play, acting as a more personal version of Instagram posts, where artists usually post whatever they want to at that moment, usually things on these stories are just recorded with the artists phone or are screenshots of things on the artists phone removing that extra processing that is common with normal Instagram posts.
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| Artists 6lack's Instagram story of him filming his daughter, like a typical home video |
One of the main things about these social media sites is that artists often have pages on all of them, keeping a consistent brand across all of them. Artists will promote the same thing across different social media and may use the same profile picture and bio to solidify their image to audiences.
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| Tyga promoting the same song/video across both Instagram and Twitter |
Another major way artists promote themselves through the internet is via their own artist website, which acts as the ultimate hub connecting all different facets of their brand, linking to social media pages, songs, interviews etc. The website itself will also be designed in a way which reflects the artist through its use of certain colours, photos and language.
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| Khalid's website ties in his social media pages, his world tour and his short film all combined with images and colours that match his brand |
In this way, I planned to create a website and various social media pages that all link; with various social media feeds on the website, the social pages being shown in the music video and a variety of content on both Instagram and Twitter which will be very similar; ie promoting the same song on both platforms.
I will also promote streaming of the song on streaming services such as Spotify and Apple Music on my website and social media pages as the internet has made this the primary way music is legally consumed.
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