Why artists should select their platforms with care
The medium is the message
If you are not a subscriber of The Fanbase Builder, join the hundreds of artists, creators, and music industry executives who receive it for free.
Let’s dive into today’s topic:
Why artists should select their platforms with care
The channels artists choose convey a covert message that often speaks louder than the music itself.
Why it matters
In 1964, communication theorist Marshall McLuhan coined the phrase "the medium is the message," arguing that the communication platform affects how the message is perceived.
Understanding this concept helps artists make strategic decisions about platform selection that align with their artistic identity and marketing goals. It may be more relevant than ever as audiences explore emerging platforms like BlueSky, RedNote, and Substack alongside established channels.
How it works
McLuhan's theory suggests that media platforms, regardless of their content, are forces that reshape how people communicate and perceive messages.
For McLuhan, what artists post on TikTok is less important than the fact that they are on TikTok. Or, the music they publish on vinyl is less important than the fact that they do this on vinyl. And so on.
When artists choose a platform, they communicate two distinct messages:
The overt message: The explicit content (music, videos, writing).
The covert message: The implicit values, associations, and cultural context embedded in the platform itself.
This covert messaging manifests across all artist touchpoints, fundamentally altering how art is experienced and interpreted.
Social media choices: Instagram, TikTok, BlueSky, Substack, YouTube, etc.
Music distribution: Spotify, Tidal, Bandcamp, SoundCloud, Disco, Beatport, Vinyl, Cassette, etc.
PR: Rolling Stone, Resident Advisor, Tiny Desk Concerts, Boiler Room, etc.
Venues: Berghain, Drumsheds, Madison Square Garden, Tomorrowland, Ibiza, etc.
Yes, but..
Obsessing over platform politics can paralyse artists from creating content at all, as almost all modern distribution channels carry some contradictory covert messages. Artists should publish on the platforms they like consuming themselves first.
Take action now
In choosing whether artists should be on new emerging platforms, they could first consider what covert messages the platform communicates and whether this aligns with their artist brand and marketing goals.
Your thoughts
Further reading
McLuhan, M. (1964). Understanding media: The Extensions of Man. New York : McGraw-Hill. (pdf chapter 1: The Medium is the Message)
Understanding Marshall McLuhan (The Vim Blog)
How to decide whether to be on an emerging platform (Pretty Little Marketer)
Marshall McLuhan: The Playboy Interview (Next Nature)
The algorithm will be the message (Nieman Lab. Predictions for Journalism, 2024)
Social media is a thing of the past (The Fanbase Builder)
People discover music through social media (The Fanbase Builder)