Despite the enormous success and impact that social media has on our society (which includes the music industry), there are still some nay-sayers out there. One of the more common arguments against it can be paraphrased by the following:
“Musicians should focus on creating music, not on Twitter and Facebook.”
The implication is that social media is a time-sucker. Every minute wasted on social media is a minute they could (or should) be practicing their instruments, writing new songs, and refining lyrics.
It’s true. If an artist were to ignore social media entirely, they would have more time to write music. It’s a simple equation.
Unfortunately, it misses the point entirely.
If one were to take this simple statement further, it would also be true that if an artist decided to ignore emails, they’d have even MORE time to write music and practice. Same goes for talking with their fans after gigs, attending music conferences, or learning about publishing.
Or what about the time artists have to spend preparing meals and sleeping? Imagine how much someone could get done if they didn’t have to focus on these pesky tasks.
The point is, no business owner spends 100% of their time working on their product or service. Partly because they understand that there are other things that need to be taken care of (like sleeping and eating), but also because they understand that their business is more than just creating their product. It’s using everything in their arsenal – social media, traditional advertising, customer service, business development – to add value TO their product, and being completely immersed in their chosen business path.
Those who tell you that social media is a waste of time are the ones who haven’t figured out how it can add value to their careers.
It would seem, too, that they are quickly becoming the minority.
i definitely agree with you. i think the biggest issue is that musicians need to see their career, music, etc. as a project or a business. and it means exactly what you pointed out using all the tools available to you. social media is just one of those important tools. it allows you to talk to your fans, connect with other musicians and gives you a platform for sharing your work.
Absolutely, Liz!
Everyone needs a platform. Social media helps expand it.
Scott
Scott
I love the simple point you’re making here.
Although I work in music marketing and write about it a lot, I am a firm believer that the music comes first. With that sorted, promotion and marketing, via all outlets, becomes a self-defining extension of people wanting to pass on the word about your (great) material.
However, that means that a presence on all viable Social Media is the gateway to those first evangelist fans and that presence should exist from the earliest days of your efforts in promoting your music, as you develop as an artist and head towards the level where people will want to engage with your songs.
So, yes, I agree that making time to build up a profile and following (at any stage of your artist development) is time well spent. Although dedication to the art is phenomenally important, taking fans with you on your journey is part of the modern artist/fan interaction.
Am I making sense?
Ian
Thanks for taking the time to comment, Ian. Absolutely, makes sense.
I think an important word that you use is “spent.”
Spending time on social media adds value. Wasting time, on the other hand, doesn’t. Subtle but vital difference.
Scott
Exactly!
Excellent and super concise article! It has seemed to me that people were of one school or the other… but there is a healthy balance to be had. Who do I contact to get permission to re-post this article with a backlink on my Music Business blog? Cheers! Natalie
Thanks Natalie!
Scott@yourbandsbestfriend.com
Sent from my iPhone
As a fan, there is nothing that makes my heart swell more than when an artist that i like addresses something I’ve tweeted or FBd them. x100 devotion to artists unafraid to connect directly to the folks who love them.
Absolutely. What a great comment! Thanks Dani!