Fantastic post! And while I do agree with the overall theme - to sell is human, and artists have always had to jump through hoops to promote themselves, the market today is substantially different...
The algorithm-driven nature of these platforms (especially TikTok) can feel impersonal and chaotic. Success can hinge on trends that often have little to do with the music itself. And based on your writing, it seems that I doesn't really matter how big you are, there's always this latent expectation that you have to play by these rules.
It feels more like a survival game rather than an authentic exchange between artist and audience. And with all of these fears around AI and artificial music, I worry we're headed towards manufacturing everything, less soul, less meaning, less art.
Hopefully the reality is less grim than what I'm making it out to be in my head.
I totally agree—which is why I would never "force" someone to participate in social. If anyone wants to avoid social media because it's bad for their mental health or it feels icky to them, I am in support of that. That's why I think of it as a potential lever an artist can pull rather than a necessity.
I think it's exciting to see that Ray Bull has been able to participate in a way that still feels true to them. It's hard to do! Also Charli XCX put out one of those "my label is making me post" videos a few years ago, and you can see now how much she's embraced social media since then. There are certain algorithmic, soulless things that "work" but it's cool to see how artists bend and push those norms to make posts that still feel good to them.
Tessa Violet is also such a great example of this! She has a track record of turning her songs into viral transition trends (which isn't that surprising, given her background as a YouTuber)
Fantastic post! And while I do agree with the overall theme - to sell is human, and artists have always had to jump through hoops to promote themselves, the market today is substantially different...
The algorithm-driven nature of these platforms (especially TikTok) can feel impersonal and chaotic. Success can hinge on trends that often have little to do with the music itself. And based on your writing, it seems that I doesn't really matter how big you are, there's always this latent expectation that you have to play by these rules.
It feels more like a survival game rather than an authentic exchange between artist and audience. And with all of these fears around AI and artificial music, I worry we're headed towards manufacturing everything, less soul, less meaning, less art.
Hopefully the reality is less grim than what I'm making it out to be in my head.
I totally agree—which is why I would never "force" someone to participate in social. If anyone wants to avoid social media because it's bad for their mental health or it feels icky to them, I am in support of that. That's why I think of it as a potential lever an artist can pull rather than a necessity.
I think it's exciting to see that Ray Bull has been able to participate in a way that still feels true to them. It's hard to do! Also Charli XCX put out one of those "my label is making me post" videos a few years ago, and you can see now how much she's embraced social media since then. There are certain algorithmic, soulless things that "work" but it's cool to see how artists bend and push those norms to make posts that still feel good to them.
Tessa Violet is also such a great example of this! She has a track record of turning her songs into viral transition trends (which isn't that surprising, given her background as a YouTuber)
Oooh yes!