In today’s world it seems that everyone wants to be a singer, rapper, producer etc, the list goes on and on, but it has not always been something that has been achievable to the masses due to restriction such as finding a label that will sign you, and once finding a label, getting a contract that allows the artist to have the creative control they desire. However for a while now the music industry has started to evolve, making the once impossible very possible and its down to two key things, the uprising of the independent record label and the birth of web 2.0, it is now possible for everyone to musician or record label owner.
Now it is no longer necessary for aspiring musicians to even be signed to a label, be it and indie or a major. With the birth of web 2.0 it is possible for artist to be visible within their market with the use of online tools to map out some form of PR strategy. We are no longer restricted to hearing new artists via radio play and the record store’s new artist sections. In today’s society everybody is online with their own individual online presence enabling them to interact with the masses through the use of social media, which includes social networks, websites and Apps. This now means that as an artist you have an audience of maximum reach as there are no limits to your distribution.
A couple of UK artist we can see that heavily use online PR within the urban scene includes the likes of, Wiley, Skepta, JME, Lethal Bizzle and the list continues. These artists use social media including Twitter, Facebook and official websites to interact with fans and keep them up to date on new releases, tours, competitions, merchandise availability and also to show the world that they are human through normal interaction and conversation with their fan base.
New Zealand Music Festival Survey
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May 5, 2025 at 2:12 pm
It’s fascinating how the music industry has transformed with the rise of independent labels and Web 2.0. Artists now have unprecedented control over their careers and can reach global audiences without relying on traditional gatekeepers. Social media platforms like Twitter and Facebook have become essential tools for musicians to connect with fans and promote their work. The success of UK artists like Wiley and Skepta highlights the power of online PR in building a loyal fanbase. How do you think this shift will impact the future of music distribution and artist independence?
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May 9, 2025 at 5:05 pm
The music industry has truly evolved, allowing artists to take control of their careers like never before. Independent labels and Web 2.0 have opened doors for musicians to connect directly with their audience. Social media platforms like Twitter and Facebook have become essential tools for artists to engage with fans and promote their work. It’s inspiring to see how artists like Wiley and Skepta have leveraged these tools to build their careers. How do you think this shift will continue to shape the future of music?