Music discovery through social media – what you need to know

Yes, social media does help in music discovery.Unfortunately, it is not as easy as it sounds.. Here’s the bigger story:

Back in the day, before everything went digital, music lovers had to rely on things like radio shows, live gigs, record stores, and plain old word-of-mouth recommendations. It was a slow process, and you were pretty much stuck with whatever your local radio stations were playing.

But now, things are different. No more scanning through radio stations or rifling through CDs at the store. Thanks to social media platforms like Facebook, Instagram, Twitter, and TikTok, discovering fresh music is a breeze. You can find any music you want from anywhere in the world with just a few clicks. It’s like having a massive record store right there in your pocket.

Impact of social media on music discovery

Social media has completely changed the game when it comes to discovering new music. One of the biggest impacts is how it’s made music discovery more democratic. In the past, music discovery was largely confined to what local radio stations played. Now, independent artists can reach global audiences without the support of major record labels. Approximately 56% of Generation Z and younger millennials use social media as their primary tool for discovering new artists and songs.

• Algorithmic Recommendations: certain platforms analyze your preferences to suggest music that aligns with your taste, streamlining the process of discovering new tunes.
• User-Generated Content: social media platforms thrive on user-generated content, including music. Fans regularly share their favorite songs, covers, and remixes, introducing others to new music they might not have encountered otherwise.When a user creates a video with a catchy song as the background music, and it resonates with the audience, it can start a chain reaction. Soon, everyone is jumping on the trend, creating their own videos with the same song. This creates a massive amount of user-generated content that exposes the song to millions of people. As more and more people join in, the song gains momentum, eventually reaching a point where it’s impossible to ignore. This phenomenon has led to several songs, such as “Old Town Road” by Lil Nas X and “Blinding Lights” by The Weeknd, going viral and topping charts worldwide, all thanks to the power of social media trends.
• Facebook and Instagram Music Sharing: these platforms allow users to share songs, music videos, and live performances, enabling artists to showcase their work and connect with fans on a more personal level. Adding songs to stories and posts further enhances discoverability.
• X’s Music Scene: X is a hub for real-time updates, making it a hotspot for music news and trends. Artists often release updates about new music, and trending hashtags can lead you to discover amazing tracks and artists.

Now TikTok has emerged as a major platform for discovering new music, thanks to its short video format and seamless music integration. Viral challenges and trends on TikTok have the power to propel a song and its artist to overnight fame. However, despite its popularity, TikTok has encountered challenges, particularly with Universal Music Group which revolves around licensing agreements and revenue sharing. 

Challenges

• Limited Payouts from Streaming Platforms: While certain platforms allow global sharing of music, the earnings based on stream counts may not always be substantial nor sustainable. But we have the solution to make money from your music. 
• Navigating Social Media for Promotion: Social media offers vast promotional opportunities, but artists need a strategic approach to avoid getting lost in the sea of content. Balancing promotional posts with genuine engagement is crucial.
• Pressure to Maintain a Strong Online Presence: Artists are expected to constantly create, stay active online, and engage with fans, which can be overwhelming, especially for newcomers to the industry. Not to mention it takes away focus from what really matters which is the music. 
• Privacy and Copyright Concerns: With the ease of sharing content, artists face challenges in protecting their privacy and ensuring their music is valued and not misused.

Social media to grow your music discovery

To overcome these challenges, artists must find ways to leverage social media to grow their audience and revenue without compromising their artistic integrity. Collaborating with brands, using crowdfunding platforms, and hosting virtual events are some strategies artists can use to monetize their music effectively.