People discover music through social media
No gatekeepers are involved on TikTok and Instagram; the artist is in control.
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Let’s dive into today’s topic:
People discover music through social media
No gatekeepers are involved on TikTok and Instagram; the artist is in control.
Why it matters
Music discovery is often the first interaction potential fans have with artists, marking the start of their fan journey. It’s when someone hears a song for the first time and starts digging for more information about the artist.
Most emerging artists focus their marketing strategies on this initial discovery phase. However, since music is discovered on many platforms and artists are limited in time, energy, and money, they must strategically choose where to invest.
Understanding where people discover music is crucial for artists running creative marketing campaigns.
How it works
Social media is a primary resource for music discovery. Other resources include streaming, synch, algorithms, playlists, radio, music blogs, and festivals.
Research shows that younger demographics especially discover music through social media. Almost half of 18-—to 24-year-olds use TikTok as their primary music discovery platform.
The great thing about people discovering music through social media:
There is an immediate opportunity to share their latest discoveries with friends.
The music has an instant visual context (which can be unwanted, but it's safe to assume it’s mostly good).
It can lead to actions higher in the funnel, such as an account follow.
What I like about music discovery through social media is that the artist is in control. There aren’t any gatekeepers involved. Artists can create social media videos to generate attention, whereas other music discovery platforms often require an email or pitch to a gatekeeper.
Yes, but..
Social media is not the place where people consume music in the traditional way. While it helps build the brand, artists must still convert their acquired audience to listeners on platforms like Spotify.
For a more music-focused approach, it makes sense to prioritise streaming strategies to influence music discovery.
Take action now
Instead of asking themselves how to land a playlist, artists should put more time and effort into answering questions such as:
How can my music be discovered on TikTok and Instagram?
What content can I create around my music?
What content can others create using my music?
Which people might like my music? What accounts do they follow, what brands do they wear, and what other cultural identifiers might be of influence?
Who do I know who can amplify my music on social media? Can I collaborate with or feature other artists or creators?
Is my music correctly distributed to Instagram’s and TikTok’s music libraries?
Your thoughts
We’re eager to hear your experiences and insights on today’s topic. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
Music Impact Report confirms: TikTok Fuels Music Discovery (TikTok Newsroom)
Study Finds Social Media Crucial for Music Discovery Among Gen Z: Wasserman Report (Wasserman Press Room)
For Gen Z, music is its own social media (Fast Company)
Music discovery in 2023 is about the journey, not the moment (MiDIA)
Converting TikTok users to Spotify listeners (The Fanbase Builder)
Why music content should engage with the sound off (The Fanbase Builder)
Building The Perfect Artist Brand in 2024 (The Fanbase Builder)
Why artists should stop mentioning their genre (The Fanbase Builder)
How to use pirate metrics to set up a fan journey (The Fanbase Builder)