“So could we finally be reaching a social media tipping point – at least in music marketing? My view is that potentially we may well be. Ever since MySpace arrived with public stats on friend and play counts, metrics have been central to music marketing – especially to those looking to land themselves on Radio 1. I’ve seen a few instances of unsigned bands being told by prospective labels that their social media ‘numbers’ just weren’t high enough yet. Now though, things are shifting once again – and the really telling sources for response may be less easy to spot. Of all the platforms teens still use, only YouTube really provides public data. Even Shazam only provides various charts; no numbers are listed to say how many times anything has been tagged (although the company manages over 15+m tags per day worldwide – so we know a lot of people are using it).
In many respects, this is all A Very Good Thing. For too long now, artists have felt an obligation of sorts to be social online. Accepted wisdom has long-held that it is necessary for a band to have some kind of social media page (originally MySpace, latterly Facebook) through which to engage fans. Not only was this considered a great means to sell more records, it was also playing nicely to the people in radio and other platforms who would see these social media numbers as a large indicator of popularity.
The reality, of course, is that great bands get marketed most by their fans. It isn’t necessary for any band to have a social media page as such; if their music is brilliant, people will be sharing it across their service of choice – be that Facebook, Twitter, WhatsApp etc – without the artist needing to do anything. That’s not to say they shouldn’t have presences; merely that their importance may be diminished and could hopefully no longer be essential.”