Online and offline.
The audience is already online. That is definitely not a problem. They are already spending their time talking to one another and an artist would be crazy not to get online as well. A fan will always be looking for their favourite artist online and if they’re not on then they may lose interest. Being online is almost an extension of being offline, because if a fan wants to know about tours, albums, etc. then they’ll go online and then this information transfers offline. So it’s almost like being online and offline are interwoven together and you can’t have one without the other.
Music is and always has been social. Social media has allowed it to come back to this. When more recording technology came about the rise of the music industry as a stand-alone business came along as well. This created a smaller number of big stars and vast amount of independent, unsigned artists who never got any recognition. But now, even unsigned artists can create a fan base and engage and communicate with their fans, which is something they wouldn’t have been able to do before. This is rewarding, not only for the fans, but also for the musicians themselves.
An increased audience.
The fact that most of the world is online means there is massive potential to engage with fans and new audiences.
The potential audience is just at your finger tips. The sharing of music that takes place through audiences can increase interest in your genre and increase the size of the fan base that’s listening to that kind of music. It can also give musicians more access to a wider international audience that they may not have been able to connect with before. Allowing them to expand their tours, by going to more obscure and smaller countries.
A problem that many people have with the digitalisation of the music industry is the amount of social media sites there are to offer and the constant influx of new sites that seem to be bombarding us everyday. It’s difficult for anyone to keep up to date with the ones that are popular because it seems to be ever changing. Setting up an account on the right site for is not the only problem, its also about creating enough of a following to actually have a meaningful impact.
Always in contact.
One of the main things about how social media helps communication is that fans are always kept up to date. Before the arrival of social media you could listen to an album or a song and forget about the artist for the next few years. But with social media it’s hard to forget about them when you’re constantly inundated with news about them.
– Mark Kelly