Social media is currently revolutionising The music Industry

Connectivity between friends, family and even strangers has been continuously gotten better over the past few years. Driving changes in the status quo, one such change is visible in entertainment. I spoke Naveena Patel a freelance PR, A&R personal to get an education on the role social media has had to play on the industry and whether this is for the better. 


“Social media platforms have changed my industry in a definitive manner, gone are the days were I have to physically find artist and build a rapport with publishers. Obviously, to be very successful you still have employ some of these principles in your arsenal. Regardless of the fact social media has made it so much easier to find talent and promote it” 


I enquired on changes for the better that she had experienced in the A&R sector of her job. “Working in England, especially when it comes to grime and hip hop. You tend to realise there is a lot of support from fans when it comes to new artist. Platforms such as Twitter and Sound cloud especially have been incredibly helpful as we can see the fan engagements. The bigger the person’s buzz the easier it is for me to promote them”


Social media is guilty of creating momentary trends that get quickly forgotten about Naveen had also experienced this side of online A&R “I think having a lot of like minded people being able to share something in seconds creates short-term trends, the same individuals find something else within weeks and just like that they have moved on. I will not name anyone but I’m sure we all know someone who’s popped up over night ruled the chats or retweets for a few weeks then disappeared” however she did not think that was a big enough change as she believed over night sensations have always been part of the music industry. If anything, social media has helped artists by humanising them. The fact that fans can see artists on their respective social media pages, follow their activities and peak into their lives has made fandom more intense. Which Miss Patel said was for the best. 


I wanted to hear an artist’s opinion and how they felt about giving people access into their lives. Toch-UQ one half of the Cold-Callers, an alternative hip hop duo based in the West Midlands agreed to speak on the matter. “For me this is all new, our music has just recently started getting recognised and you start to see the follower numbers go up and the comments increasing with each post. It’s exhilarating because every followers feels like a visual representation of your success, however at the end of the day it’s important to recognise that social media is your business not you.” 

The statement peaked my interest I encouraged the cold Caller to expand on it and clarify what he meant. “Well, when it comes to your page on social media, you consider it as you putting yourself out there. For artists it shouldn’t be the same because you have followers you’ve never met in your life. They know the character you portray but they do not know you. A lot of artist blurs that line and they end up getting affected when it comes to bullying or people just saying negative comments about them. I have to say that’s one of the worst things about social media. As an artist you feel personally attacked on a daily basis” 


After hearing some of the negatives I inquired if Toch had received any positives from social media in his daily life. “Of course, in this day and age. I feel like social media validates you as an artist. It’s like your live portfolio for record labels and potential fans to quickly see who you are and what you are about. Another incredible thing is although you get negative comments. You tend to get a lot more positive ones those are the ones that drive you and keep you going. And also when it comes to networking, you cannot go wrong with social media. I can connect with anyone in the uk and plan collaborations and shows. That’s the beauty of the internet there” 


Social media for all its negatives seems to be changing the music industry for the best. Bringing fans and the artists closer together than ever before. It has also managed to cut down a few middlemen when it comes to finding and promoting talent. Before I finished the interview, I just wanted to know how Toch felt about becoming a trend and fading into obscurity.


“I have been developing myself as an artist for nearly a decade now, some artist will never actually break to the mainstream level. All I know is that music is my life and that’s what I want to do. So if I was to become a trend I would be grateful I even got that much recognition for something that I have accomplished. And I’ll have something to tell my kids so it can’t be that bad” 



Oeirnstein Napwanya

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