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How Social Media Has Impacted the Music Industry

This article is written by a student writer from the Her Campus at U Mass Amherst chapter.

The link between influencers and music is definitely not something new. It has existed for a while, but recently we have seen it grow and change along with the internet and social media. It originally started on YouTube, with people posting parodies online and mocking the artist. As their fans found their content entertaining and they started to gain a following, people got famous for making parodies and other videos. These YouTubers soon became media stars and would post music content here and there, usually satire, which went viral. This was when society realized that having a social media platform could get your content to a massive audience. 

Over the past two years, we have seen TikTokers such as Addison Rae, Dixie D’Amelio, and Bella Poarch release music and have guest appearances on talk shows because of their multi-million fan following. Because they have so many fans, higher-ups in the industry know that they will always have people streaming, buying, and watching their content. Whether it is because they truly want to see what they do or because they want to hate on them, people are still giving them massive attention. Industry leaders see that investing in these content creators is a good deal and will almost always be successful for their company. As much as the internet and social media change drastically all the time, these influencers will continue to adapt to fit the standards. Once your name is out there and you are well-known, you can almost do anything because of how powerful your large following is.

Current artists rely heavily on social media attention for their viral content to make them a star. First, by simply doing something that trends worldwide, they attract thousands of consumers. Second, by having a viral TikTok trend where their song or sound is used by verified accounts, they rack up a ton of views. And lastly, they could already be known musicians, but by catering to social media norms, they remain relevant and gain more followers. Influencers strive to find something that will bring more attention to their content. They purposefully create iconic lyrics or intense beat drops with the intention of their music becoming a trend on TikTok. For example, Tay Money’s The Assignment is huge right now in the TikTok world. Even if you don’t know the artist, you are definitely aware of the song. The artists strive to make their lyrics relatable to as much of their target audience as possible. 

Celebrities’ teams now use their fans who have large followings to prompt them to post something with the artist’s sound so that it can start trending and gain more streams. They are always on the lookout for what is up-and-coming so that the singer can grow. The team is constantly looking for ways to get new listeners and will do anything to do so. Overall, social media has given numerous people the ability to explore a job in something they have always wanted to pursue. Gathering general support from the public through social media will quite literally make their career.

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Avani Dang

U Mass Amherst '23

Avani is a senior at the University of Massachusetts studying Business. Her hobbies include working out, art, and traveling. You can find Avani writing about life as a college student, news in the media, and more!