A study conducted by MusicWatch shows that 90% of social media users take part in some form of music- or artist-related activity on social platforms.
Two-thirds of social media users agree that they discover new artists on social media, and nearly 60%are visiting online streaming services/platforms to listen to music after they see an update, tweet or post.
In short, technology has a huge impact on musicians, from music making, editing, streaming, advertising and branding there is no longer a need for record labels, conventional advertisements or music studios. Songs can be created from the comfort of a home and shared to millions across the globe, with listening habits being tracked and moulded by algorithms. Though physical sales have suffered, there are large opportunities for success now laying before the less conventional and lesser-known musicians, bringing a more diverse wealth of sounds for the public to enjoy.
