Musicians can use social media in many different ways.
Many use social media to form a connection with their fans, to make them seem more like just an average person that people can relate to. They use Twitter and Instagram to build the connection and it gives them a chance to talk to the fans.
I won’t lie. Everybody loves a good Twitter feud. In most cases they’re stupid and pointless but they’re still a great source of amusement. Some artists steer clear of them but some just cannot seem to help themselves. You could say that all publicity is good publicity because it gets people talking about you but I think in some cases, they’ve ruined their careers. Take Azealia Banks for instance, she came into the spotlight in 2012 with her critically acclaimed, debut single, 212. But ever since then, the only headlines she’s been making are controversial ones. She has had countless feuds with other artists, for instance, Iggy Azalea, Angel Haze, Nicki Minaj, Rita Ora and Pharrell, to name but a few. Always the instigator, the comments she makes about people are far too personal, a lot of them aren’t about the music but their personal lives. Her feuds are almost childish in a way, “She’s mad she’s Rihanna’s understudy,” was what she tweeted about Rita Ora, it makes you think the effect social media has on celebrities. It’s quite possible that since the decline of career she craves attention and clawing at the last remaining parts of her career she has. Maybe she thinks that if she makes enough noise she won’t be forgotten.
Sometimes, a musician can become unpopular and ‘washed up’. Before social media, this more than likely would be the end of their career. If people just stopped talking about you were gone. However, these days are gone, we now live in an age where it’s almost difficult to become ‘unfamous’. As long as they have a Twitter account they can climb back up the social ladder once again.
Changing public opinion.
Also, artists find that social media can benefit them in rebuilding themselves. If a musician commits a faux pas, it’s easy for them to take to their social media accounts and apologise and explain their actions. It takes a big man to admit to a mistake, so when they do fans can easily forgive.
Promoting themselves as a brand and making more money.
Musicians aren’t just musicians anymore. They’re brands now. Artists like Beyoncé and Jay Z have so many ventures now that you can’t consider them a musician anymore. They’re more than that. They have ventures outside the music industry, like, clothing and perfuming. So, promoting their brand on Twitter allows them to gain even more revenue. Musicians can even earn money from simply promoting a company on Twitter. In 2013, it was found that for every tweet that Jared Leto sent out promoting a certain company, he earned $13,000. $13,000, for a 140 character tweet.
Yes, social media is a great tool in advancing a musicians career and it’s definitely here to stay. However, it can also be a danger because it allows them to say what they want when they want and many a career has been lost because of this.
– Azealia Banks