The news recently broke that Luis Fonsi and Daddy Yankee’s “Despacito” had become the most watched music video of all time on YouTube.
The track, which was previously named the most streamed song of all time, has recorded just under three billion views on YouTube.
To pay homage to what is easily the song of 2017, we’ve updated our guide to the five ways social media is changing music.
1. Artist awareness
From Stormzy (874,000 Twitter followers) to Ed Sheeran (20.2 million Twitter followers), social media has helped non-manufactured musicians to build up global followings of engaged fans, with little to no promotional budget.
Take artists like Shawn Mendes for instance, whose earlier Vine (RIP) clips turned the young singer-songwriter into an overnight global sensation. Such platforms have given artists a platform to launch a dream music career.
Record labels have also had to re-think their approach to generate interest around an upcoming release or artist, particularly among millennials and Gen Z. With print in decline, many have taken to social media to reach a wider target audience.
Did you know? 60% of millennial and Gen Z media consumption takes place online. What we now have is a generation of second screeners who access content on three to five devices respectively; the task of grabbing their attention is no mean feat.
Earlier this year, Social Chain partnered with Warner Bros. Records to launch several new releases. We have influencers, our communities and even memes to promote tracks releases Snoop Dogg, Jason Derulo and more – check out the full case study.
It makes sense to talk about how social media is also changing festival and events sponsorship opportunities. The focus in 2017 has been on how brands can combine social media with sponsorship to reach a wider audience.
Our work within this sphere has concerned amplifying the experience of being at a music festival to an online audience; the result has helped brands to make a bigger impact by having their message seen by more people, more often.
4. Fan interaction
It’s a known fact that social media has brought us closer together. In the music world, the use of Twitter, Facebook Live, Snapchat, Instagram and more have bridged the gap between artists and their fans.
The result is often a vast increase in awareness and greater levels of conversation, which can obviously play a huge role in boosting music sales and streams.
Streaming services are often looked upon as the antidote to the music industry’s digital age woes. This year, we saw record digital revenue growth in this sector from streaming, downloads and advertising on YouTube.
But music marketers aren’t immune to the challenges that face all industries; as the sheer wealth of content on the web increases, so too does the need to stand out with social-first campaigns that go deeper to inspire purchases.
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