Undoubtably, one of the key ways to grow as an artist, whether it's from the beginning moments to continuously instilling a loyal fanbase and remaining in the media is to abide by pop culture and current trends. Many artists have successfully remained in the public eye, not only through releasing music, performing at massive festivals, and collaborating with current artists, but through intimate interviews, succumbing to the changing entertainment space, and pushing for their viral moments online.
Many musicians are finding themselves at the cross-roads when it comes to promoting their music and name as many prefer to let their music speak for itself, however, in today's media & entertainment world, marketing oneself across platforms deems as one of the most valuable assets to success in the industry.
Outlets such as TikTok, Instagram, Facebook have become heavily relied on when it comes to sky-rocketing ones career in the competitive and over-saturated world of music. Through becoming a viral audio, continuously remaining an active user, and finding snippets of yourself used as memes or overused sounds. Music industry celebrities are fighting for the top spot amidst the quick change in virality.
Is becoming a viral moment online the key to consistent success amidst the masses?
This depends on the audience you're targeting, such that Millenials, Gen Z, and Gen Alpha rely heavily on social media for updates on industry events, music discovery, keeping up to date on pop culture moments, and following their favorite artists. While older generations tend to sway towards a different subset of media for these details. Due to streaming numbers and the strive for overall success, a broad range of artists across multiple genres are feeling the pressure to abide by the younger generations to market their music.
Bands like Sleep Token, an anonymous Metal and Rock group who prefer to remain isolated from the spotlight and aloof on media pages, have begun opening themselves up to more intimate interviews posted on Youtube. The band's drummer, II, headed onto the popular channel, "Drumeo", marking their appearance a first amongst the band to discuss their artistry and provide a solo performance. Their music presence relied heavily on touring across multiple festivals, however, a new and untouched area for them was in person interviews and media to further launch their craft.
Despite continuing to keep their personal lives and identities unknown on the internet, the recent collaboration hit viral online as countless viewers were keen to catch a glimpse of the video snippets. The clips crossed multiple social media pages and each Youtube video garnered over 1 million views in record time and has since become a widely discussed interview amongst their greater fanbase.
Pop musicians like Sabrina Carpenter found massive success during her opening feature on Taylor Swift's Eras Tour where she performed songs from her 2022 album "emails i can't send". She began accumulating more fans not only through her gorgeous vocals, upbeat music, and high energy, but more so through her stage presence during her set. The song "Nonsense" began amassing thousands of streams, all while her fun & flirtatious performance became a viral sensation online. In addition to the pure confidence radiating from the stage, she found her footing amidst her feminine and 60s inspired style, which became a highly recognized and signature look across social media.
In 2024, when the singer released her album "Short n' Sweet" and embarked on the accompanying tour, she solidified her mark on popular entertainment apps, not only through widely viewed clips from her anticipated show but within the addictive lyricism of hits like "Espresso" and "Please Please Please". Her comfortability with her femininity became refreshing & empowering for viewers, which consistently led to viral clips of her performances on the internet. Due to these numerous videos, music lovers were more inclined to grab tickets to her show, which led to multiple sold out venues.
Within her productions, she also highlighted fellow celebrities who attended her tour through including them in her set, such as Jack Antonoff, Margaret Qualley, and Marcello Hernandez who performed his well-known SNL skit as Domingo. This unique addition to her set furthered these viral clips online and posed as massively successful amongst her audience.
In addition to providing a show-stopping performance, artists also attend hundreds of intimate interviews, both unserious and momentous. From the Wired Autocomplete interview to Chicken Shop Date, and Hot Ones, fans are able to connect with their favorite musicians on a more personable level through more humorous interviews. Millions of fans view these popularized channels and have continued to break the internet.
On the other end, conversations with Apple Music, CBS, and Deezer, touch on the minutiae of their discography, artistry, and specifics on their craftsmanship. Music lovers are given the chance to truly see the brilliance of an artist's craftsmanship within some of the most successful releases.
Both types serve as trivial for a musician to connect their personalities to their discography among both the frivolous and intellectual interviews.
These platforms are easy ways for artists and companies to find that moment to take off on the internet.
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