Success in the music industry is heavily dependent upon the communities built. For labels, especially Indie labels, their success comes in the form of creating communities of musicians. These musicians, when consistent, can produce multiple records that can create exposure for the label. Further, these musicians can reach out to their own personal communities to help build up the community for a label or an artist they are working with.
For artists, their success comes in the form of creating communities of fans. It is important for these artists to generate a following on social media and/or streaming platforms, but it is even more crucial to turn that following into a fanbase. The fanbase will help generate income by buying merchandise, paying for live performances, etc. which is the music industry idea of 360, to be discussed more in depth later in the website. The fanbase also instills confidence in artists, which helps them continue to create their best product.
Social media and streaming platforms have proven to be two of the most useful tools for building community, and creating exposure for artists. Social media allows fans to see into the lives of artists beyond what they put on stage; and because of it, both the musicianship and the personality of the artist are essential aspects of an artist’s popularity.
Shawn Mendes Playing Guitar. Image Credit: Josiah Van Dien
Shawn Mendes rose to fame through continually posting content on his social media pages, giving the fans something to constantly engage with. In doing so, he maintained his connection with his fans; building a community that continues to sustain his popularity and success to this day (“Shawn Mendes: The Superstar Next Door”).
Tori Kelly and her Husband. Image Credit: Michael Kovac/Getty Images for The Recording Academy
Tori Kelly also used social media to her advantage. Her cover of Frank Ocean’s “Thinkin Bout You” went viral on YouTube and created a community of fans, jump-starting her career in the music industry. She then posted vlog and video diary-type content on her social media account, which continued to build and strengthen her fanbase. This created more interaction with her fans, and allowed them to see a more personal Tori Kelly. While her albums and music videos displayed her musicianship, this displayed her personality, combining to create an artist that is still well respected today. (“Tori Kelly on Connecting with Fans through Social Media”).
Outside of social media, streaming platforms have also benefited artists tremendously. Their play-listing services provide artists’ access to wider audiences, and allow for better exposure. In fact, the streaming platforms have a mutualistic relationship since having a following on social media and fan engagement makes it more likely for the artist’s music to be put on playlists, and vice versa (“What Does the Streaming Age Mean for Independent Labels?”). Indie labels have to maneuver through streaming services to promote their artists. Some use the platforms like YouTube to first establish a following, then move all their music to platforms like Spotify or Apple Music once they’ve established a fanbase (“What Does the Streaming Age Mean for Independent Labels?”). This website will discuss the indie studio/label BNDWTH, along with one of its artists Josh Waters, to evaluate their place in the music industry, examine their successes and shortcomings with social media and streaming platforms, and how they’ve ultimately used these tools to build community and generate success.