My last post was about the “real” story behind Kolaveri becoming a rage-u on social media and while writing that, I realized that only two things help in making new music a big hit these days: Good Content and Social Media Users.
In the pre-Social Media past, misunderstood new-age junkies with questionable personal hygiene gathered in cramped independent record stores to share excitement about new music, enthuse about rare singles and network with others who shared a passion for the Beatles or Indian Ocean.
But with the number of independent record stores in terminal decline in India and the boundaries of the internet limitless, social networks sprung up to meet the demands of gregarious music lovers who wanted to share ideas and loves.
In the past, there were just a few gatekeepers to music, and you had a powerful network of labels, radio and TV executives and magazines who decided what you should be listening to. Now, it’s much easier to find out what your friends are listening to or what other people who like the same music on the other side of the world are recommending, via YouTube, Twitter and Facebook.
Interestingly, the old school bearded man behind the counter of record stores, ready with dozens of new music recommendations, hasn’t vanished. He has just moved online now,acting as an arbiter of musical tastes, reaching a much wider audience than ever before.
Also, artists are now increasingly using social networking sites to bypass the traditional media and everyone from the likes of Lata Mangeshkar to Vishwesh Krishnamoorthy are actively reached out to their fan base through the various social media.
Traditional media and ‘image managers’ sought to build and maintain barriers between the artist and the audience. These barriers have been destroyed by the advent of social media. Through Twitter and other channels, a celebrated artist or star can reach his audience directly, without the interference of traditional media. The stars have realized that the immediacy of direct interaction is incredibly valuable in building and boosting their public images, clearing up controversies and becoming their own ‘image managers’
Different networks play different roles. For example, Twitter is great for artists interacting directly with fans on multiple levels. Sonu Nigam, a singer has over a 170 thousand followers on Twitter. He uses Twitter to promote many of his activities, like free music workshops etc., marketing himself much more effectively than with traditional media. Facebook is another powerful method of direct marketing for bands. It’s less personal, but fans don’t seem to mind that. And YouTube could just make you the next loved musical sensation like Shankar Tucker.
Music listeners world over, need a place where they can discover, share and experience music for the love of it, and not with a sole focus on the profit factor.Music is too important to be left only in the hands of the music ‘executives’, therefore, respect to Music Monday, #musicforsoul, #embee and #trancefamily who’ve used their Social Media powers to revolutionize the music business :)
Image Courtesy: Lifehacker.com