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The entertainment industry of music is dynamic continually declining and rising based on the market trends or target audience consumption. In the digital age, apps and streaming platforms have become the sources for accessing the artist and their music. In the eye of the artist and target audience do the apps and streaming platforms provide more interpersonal connections versus conventional approaches?
When reviewing the methods of interpersonal connections in the digital age today versus conventional approaches of audience and artist relationships in the past, I chose to focus on the newest emerging app and streaming platform of Instagram Live and Musical.ly.
As social media has become the foundation for brand promotion so has the need for participant’s accessibility; therefore, Instagram Direct has now launched Live allowing followers to be present real-time globally with essentially, anyone (Instagram, 2016). Musical.ly on the other hand is also a social media platform; however, it is only for lip syncing, creating and sharing short videos (Musical.ly, 2017). From my perspective, Instagram Live and Musical.ly allow users to have creative expression and open communication with those that are influential or make an impact. Purposefully, Instagram Live and Musical.ly allow the millions of user’s connectivity with trendsetters of all entertainment industries as well as their own self-expression based on those trendsetters.
From the entertainment industry perspective of music, Instagram Live and Musical.ly are the two dominant leaders for audience and artist interaction. Artist have taken to Instagram Live as an informal yet formal way to interact with their audience, engage in Q&A’s, provide exclusives to their life and music as well as promote their music (Chafkin, 2016). Musical.ly also promotes artist based on the deal with Apple Music, which allows users subscribed to access the artist content at any capacity (Roettgers, 2017). The benefit of Instagram Live and Musical.ly’s promotion of the artist brand, in my opinion, can largely impact the relevance of an artist and their artistry, which is crucial to success in such a dynamic industry.
Also, dynamic within the music industry, that of apps and streaming platforms are the demographics and psychographics of users. Where Instagram Live is more versatile in the demographics and psychographics it reaches, Musical.ly is more static in demographics and psychographics (Robehmed, 2017). Because of the paramount success of Musical.ly’s launch in 2014 and Instagram Live in 2016, other apps and platforms such as Facebook and Twitter have declined (Robehmed, 2017). I, from a music industry standpoint, believe this is because Facebook and Twitter although personal does not give the users the feeling of being truly connected.
References
Chafkin, M. (2016, November 30). Confessions of an Instagram Influencer. In Bloomberg. Retrieved June 18, 2017, from https://www.bloomberg.com/news/features/2016-11-30/confessions-of-an-instagram-influencer
Instagram. (2016, November 21). New Ways to Share in the Moment. In Instagram. Retrieved June 18, 2017, from http://blog.instagram.com/post/153474421572/161121-launches
Musical.ly. (2017). Musical.ly. In Musical.ly. Retrieved June 17, 2017, from https://musical.ly/en-US/about
Robehmed, N. (2017, May 11). From Musers To Money: Inside Video App Musical.ly’s Coming of Age. In Forbes. Retrieved June 17, 2017, from https://www.forbes.com/sites/natalierobehmed/2017/05/11/from-musers-to-money-inside-video-app-musical-lys-coming-of-age/#1d32592b6cff
Roettgers, J. (2017, April 28). Music Video Creation App Musical.ly Adds Apple MusicIntegration. In Variety. Retrieved June 17, 2017, from http://variety.com/2017/digital/news/musically-apple-music-1202402731/
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As an aspiring businesswoman in the entertainment industry of music I felt it is now reflective to share my relationship with Instagram Live and Musical.ly personally and not just professionally. Instagram Live is a feature that I have partaken in as well connecting my followers to what is going on in my life at that moment allowing me to incorporate them as if they were there with me. However, it also is a way that I interact and stay current on those that I follow; which are primarily, artist, local to Nashville, Tennessee where I reside. Musical.ly on the other hand I am not personally a part of yet after researching its place in the industry I may look into incorporating it to the day to day use of social media accounts.
Louie Bello, Murphy Elmore, Blaire Hanks, and John Rhey are artist that I always watch on Instagram Live because of their genuine and wholesome nature and pure love for the art of music. This group of artists have taken the implications of interactive apps and streaming platforms making it a daily use to engage and interact with their followers and give followers the rapport of feeling as if they share a true, valuable relationship with them.
For me personally and professionally, I feel apps and streaming platforms of social media such as Instagram Live and Musical.ly is the prospective way to brand and promote yourself as the artist or the artist management firm. In the future, I see more expansions and diversifications of like apps and platforms to continue emerging.
Bethany Hunt
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