Social media teaches us about brands ruling the world. Popular platforms like MySpace, Facebook and Twitter began revolutionizing brand loyalty, identity and vision from the get-go. Independent artists are learning social media as a tool for promoting, selling music and success. Social media’s popularity is as basic as our need to connect with other (Ramasubbu, 2017). Sharing images, videos and posts is a simple part of the connection process for an artist. But recommending products and services, sharing coupons and shopping habits are part of the complex behemoth process of connecting customers to brands.
The music industry relies on that behemoth process to promote music. Artists use social media as a channel for sharing details about their lifestyle, music and professional experiences. Popular artists aren’t unique when keeping fans engaged to their social media profiles. Their brand identity shines on a leveled ground where signed and unsigned artists work hard for fan engagement. And they use the same tools and strategies to do so.