I He started doing music full time at the age of 18. Arctic monkeys You just had a blast and the idea that you could be from Sheffield and become an international superstar just hangs in the air. I believed that if I worked hard enough, I might as well be a star: it was just a matter of time. But this was also the dawn of MySpace. Suddenly, it won’t be the years of playing, writing, and recording that broke you; It can happen overnight if you play a group out of your bedroom and have a song about being punk rock with flowers in your hair. I remember watching a piece on Look North about how Lily Allen was signed after she was spotted on her. I realized I was putting my energy in the wrong place, and the nagging feeling began that I might miss the boat.
Fast forward 17 years and your ability to understand and work with social media is the number one way to grow your reach as an artist. Every record company endorses this idea, and to be fair to them, the numbers speak for themselves. However, it can be argued that numbers mean more than the creativity that creates them in the first place. Lots of artists, mostly women, have been left frustrated when they have been asked to collect content for platforms like TikTok as well as create personalized and thoughtful music: just in the past few weeks, Branches of FKA, Halsey, Charli XCX and Florence They went out to protest their companies’ insistence that they should Create a viral moment.
I have always used social media as an extra arm for my art. I need to be fully seen and understood because it is the gray areas in life that have always caused the most trouble. Being able to Tweet and Instagram the facts about feeling like you only serve as a great companion handbook to my creative agenda. I do it on my own terms, when I want, as a woman in her thirties with a strong sense of self. I’m afraid for artists without it. It can be extremely humiliating – not to mention psychologically dangerous – to associate your only chance of success with your ability to perform the type of character that plays well online, not your business.
I think it’s no coincidence that recent examples of artists who say their posters have forced them to participate in TikTok are all women. My general psychology theory is that the music industry thinks of social media as something inherently feminine – it’s just another thing The patriarchal idea that women and men are gay They care about other women’s details, while men are too busy and too important to care about those things. Just like male artists, they are very important and busy creating it. I’m generalizing – Ed Sheeran has also expressed his ambivalence about TikTok – but there is something much darker and more pervasive in the way women are encouraged to use it. It just reinforces the nagging feeling that your music and your art as an artist aren’t taken seriously.
But what do you do if sharing parts of yourself isn’t right for you? In my twenties, I would blindly believe the authority of tags and management and would do anything to seize what might be a ticket to success, without thinking about the consequences that might follow later on. It’s as if the artists are criticizing tik tok (And many fans tweet their displeasure with it, too) The industry considers them too precious or old-fashioned. But in the end, the artists who have a good bash on TikTok will triumph in the hungry infinite machine, at least for now. It’s moving without you. So you have no choice.
Despite the industry’s overall focus on TikTok, it’s still too early to tell if throwing shit at the wall in hopes of translating something will spread to a permanent and committed fan base; As a result, a space for the artist to create and experiment. (This is the dream we all seek, by the way, not fame.) Arctic Monkeys and Lily Allen They built jobs from early forms of diffusion, although in 2005 their grassroots success was something the nomenclature could not ignore; Now, it seems, no amount of actual success or career longevity gives an artist a free pass to pull out of the viral trenches.
All creative industries must be able to adapt. In my opinion, what really attracts consumers across a wide demographic are the excellent songs, and artists need the space to write them and then share them in a way that matches their art.
Most importantly, a fan must be able to trust an artist. As “The Poster Made Me Do It” TikToks became a gruesome descriptive way to go viral, we ended up farther from the art’s authenticity than ever before.