An Analysis of Effective Social Media Use by Music Artists in the Digital Age

Abstract

The introduction and expansion of digital technology at the onset of the twenty-first century has allowed for nearly anyone to create and release their own music to the public. New technologies promised unique and exciting opportunities to artists who were able to use the new tools to their advantage. When used properly, the new platforms allowed artists an unprecedented opportunity to achieve levels of fame and success that had never been seen before. Low costs of entry, ease of use, and the ability to cultivate relationships with potentially millions of existing and new fans and professional peers generated an influx of traffic to social media sites that would become the central hub of artist promotion and growth in the 21st century. This paper aims to detail a list of effective social media strategies for aspiring music artists and managers seeking to expand and increase engagement and support from existing and potential audiences. An analysis of the use of social media by music artists at different career stages will be used to locate effective strategies for advancing a diverse range of marketing goals.