For many musicians, the rise of social media has created a way to directly grow a fan base, without the need for a record label. However, independent artists say they're under increasing pressure to put their creative energy into keeping their accounts constantly updated making it harder than ever to succeed in the industry.
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00:00Rocking out in front of a room full of fans is a regular night for this band, but it's
00:11not the only platform they have to perform on.
00:13It's a beautiful tool to expand your fan base and even people you collaborate with,
00:20there's so many people you can reach, but it can be very, I think it can take away from
00:26a lot of that creative processes.
00:28Emmett Prime says his band Maisie has to create social media content if they want to make
00:33it in the music industry.
00:34It's a pressure they say most independent artists are feeling.
00:38Where once record labels could make or break careers, now the focus is on followers.
00:42A lot of that star making power has disappeared and now we're sort of competing creatively
00:49and competing strategically to win audience attention on the internet.
00:54Whilst it can be a good tool to reach fans directly, artists and labels alike admit the
00:59pressure to perform on social media can take time away from actually making music.
01:04They say it's felt most by independent and emerging musicians who are trying to get discovered
01:08in a global sea of artists.
01:10I absolutely do believe that the pressure that we're putting on young upcoming artists
01:16is in the first stage of their career absolutely greater than it ever has been.
01:21And it's really, really hard to break through.
01:24It's not just about growing a fan base.
01:26A strong online presence is now a requirement to qualify for things like industry grants
01:31and other opportunities.
01:32We've been knocked back from Music SA for certain things, just based on our social media presence.
01:40The artist has to be able to show that they're ready to maximise any opportunities that might
01:45come out of that, which includes a really strong media and social media presence.
01:50But industry experts say at the end of the day, making great music is still the best
01:55way for an artist to cut through the noise.
01:57They need to think first about the music and then find a way to transmit that story and
02:01transmit that music through their social media.
02:05Even if they have to post about it.