INSTAGRAM… THE MUSIC INDUSTRY’S FRIEND OR FOE?

Updated: 26th July 2018         Written by: Natalya Davies

“It is justifiable to suggest that Instagram is Facebook’s second chance at reaching out to social media users effectively; and music is the answer”

 

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With explosive, new releases from Ariana Grande and Twenty One Pilots, Drake dominating the charts and Cardi B’s baby making an appearance, it must be said that July has already been a busy month for music news. It comes without surprise, then, that other stories have seemingly slipped through the cracks, somewhat unnoticed.

On July 9th, self-proclaimed life guru, Jaden Smith played a role in creating what could be a new potential route for the modern artist; an Instagram exclusive album release. The young artist revealed “SYRE: THE ELECTRIC ALBUM” via his social media page accompanied by six alluring visuals, forming a larger picture, with Instagram being the sole platform of access, at the time. Despite this being a music industry first, so far very little has come from Smith’s creative attempt, therefore, has it simply fallen short by recent music news or is it really just an ineffective method?

 

 

In an attempt to compete with YouTube and its staggering 1.57bn monthly active users, Instagram has recently launched IGTV, an attempt to reach out to content creators of all kinds that are naturally gravitating to the visual worlds of these popular social platforms. However, this is not Instagram’s first effort to bridge the gap between the creation and its audience; in late June, a music sticker was added to its features, allowing their 400 million users to add a 7 second clip of fully licensed music to their posts via Instagram Stories.

With the awareness of the important interaction between Instagram users and music, music has become a key strategy for the enhancement of the social media experience, reinforcing the company’s relevance in the marketplace. Alongside this, as users begin to adopt the music sticker as a soundtrack to their featured moments, a new, potentially effective way for artists to gain compensation and exposure has been created.

“This heavy adoption of music could potentially lead to yet more power in the hands of the IT sector – and with this power, you can never assume that the music industry’s best interests will be taken into account.”

 

It has been argued previously that Facebook’s audience has become increasingly disengaged, particularly with music artists and content creators as the medium lacks the personal touch that Instagram, Snapchat and YouTube encapsulates. In light of this, it is justifiable to suggest that Instagram is Facebook’s second chance at reaching out to social media users effectively; and music is the answer.

The issue that has been identified, however, is that this heavy adoption of music could potentially lead to yet more power in the hands of the IT sector – and with this power, you can never assume that the music industry’s best interests will be taken into account. This move does suggest to be something potentially disruptive, especially considering that the industry has only recently regained stability with streaming services growing in popularity.

While it is easy to predict that users will embrace the fusion of social media and music, it is unlikely to predict whether the Instagram exclusive release will be as successful. It has recently been argued that the opportunity for music windowing (whereby artists release music exclusively to one platform for a limited time) has long gone – it seems that consumers no longer mind the wait for the new music to arrive on their favoured platform. Therefore, this is likely to be an explanation for the lack of success in Jaden Smith’s Instagram “window-like” release.

On the other hand, however, in the past, Instagram has been used as a beneficial tool, particularly for artists seeking high engagement, with little marketing. The method of the “surprise” album release through social media has been a concept adopted by the likes of Drake and Beyonce, and has seen to create large amounts of traction through the audience’s excitement. While Drake and Beyonce are two of the world’s most successful artists of the modern day, this is a great example of how Instagram and similar social media platforms can once again bring the audience closer to music.

However, as the saying goes, everything must be in moderation!

 

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