There’s a special kind of agony in performing in an empty room. Every musician knows it — that hollow space where your voice echoes back at you and the bartender’s polite applause feels like a sad spotlight on your obscurity. It’s hell and one that most artists know all too well. But this quiet suffering is part of the grind, an unspoken rite of passage in live music.
Building a career as a musician requires more than writing songs or delivering a killer set. It’s a never-ending hustle that extends far beyond the stage. It involves attending other artists’ gigs, networking with promoters, (ugh, small talk) club owners, bartenders — anyone who might offer a lifeline or remember your name. It requires booking your own shows, persuading friends to attend (the worst), and posting fliers in coffee shops and bar bathrooms. It’s the constant churn of social media posts, DIY merch designs, and the push to sell a few t-shirts just to cover gas money. And all the while, you’re still writing, recording, and clinging to the dream that eventually, it all adds up to something more.
For some musicians, social media is not a priority; it’s simply “a thing they have,” which is not a smart move. We’re not in the 90s anymore — the days of “discovery” happening purely in smoky clubs or through A&R reps at major labels are history. Social media isn’t just a tool; it’s a lifeline. A megaphone. A 24/7 stage that has the power to transform obscurity into opportunity.
Here’s why musicians who truly aim for success can’t afford to ignore it.
Direct Access to Fans — No Middlemen, No BS
MTV is gone, and it’s not coming back. Breaking new music is no longer its focus, instead, it just has Ridiculousness on repeat. In today’s culture, a band maintains a direct connection with its fans, both new ones and those who have been around since day one. There are no barriers.
No label execs. No radio programmers. Just you, your art, and your audience. Social media provides musicians with unfiltered access to fans, creating real connections. People want to know when you’re designing a new shirt or what it’s like to pause at a local truck stop for coffee and snacks. It might seem mundane to the road life, but people crave it.
It’s more than “liking” and “commenting.” Instagram and TikTok let your fans feel like they’re on this rollercoaster with you, from late-night songwriting sessions to soundcheck struggles. People crave authenticity. Platforms like Instagram let musicians reveal the grind, the chaos, and the real moments behind the scenes.
The World as Your Stage (Literally)
One of the coolest aspects of social media is its ability to eliminate the concept of strictly local – your music reaches a global audience. Bands like Speed, based in Sydney, Australia, have achieved fame in North America thanks to social media.
Whether you’re in New York, Nashville, or the tiniest town in Iowa (hello, Slipknot), you can reach fans worldwide with a single post. Platforms like Instagram, TikTok, and YouTube eliminate geographic limitations, enabling musicians to build a global fan base from a bedroom.
There’s something fascinating about a song written at 2 a.m. in sweatpants reaching listeners in Japan by lunchtime.
Testing New Material
Instagram functions as your personal focus group. Unsure if that new chorus delivers the impact you want? Post a Reel. Evaluating a new hook? Share a cryptic Story.
Social media provides musicians with real-time feedback, allowing them to assess audience reactions before entering the studio. If a song fails, it fails quietly. But if it gains traction, you can prepare people for when the new song or album becomes available.
Algorithm = Free Marketing
When the algorithm supports you, it functions as your personal PR machine. The right post at the right time can snowball into something massive, exposing you to thousands (if not millions) of potential fans you’d never reach otherwise. (Case in point, it’s how I discovered the bands Like Roses and Yosemite in Black.)
Sometimes, the right combination of elements hits, and that clever Instagram Reel changes your life. Embracing social media requires understanding the algorithm, and when executed correctly, the reach is limitless.
Building a Brand Beyond Music
Musicians are not just songwriters or performers; they represent a brand. And social media is the platform where that brand comes to life. What brand norms define you?
- What do you stand for?
- What is your vibe?
- Are you edgy?
- Soulful?
- Down-to-earth or larger-than-life?
- Are you constantly joking?
Your Instagram presence allows fans to understand you beyond the music. Social platforms enable musicians to display their personality, aesthetics, humor, values, and core beliefs — people appreciate authenticity. That’s the essence of social media. Without social media would we have Sabrina Carpenter or Chappell Roan? Likely not.
Opportunities to Generate Income
Record labels rarely offer deals these days. Many people consume music through streaming, and because record contracts signed before the streaming boom do not reflect this shift, many artists are left out in terms of revenue. That big six-figure check from years past is no longer a reality. So, outside of merch and touring, generating income as a band remains challenging.
According to the Atlanta Institute of Music, streaming accounts for over 70% of how people listen to music. So, unless you’re an obsessed music head with a vinyl collection, chances are you find most of your new tunes on Apple Music or Spotify.
But social media can support your livelihood. Platforms like Instagram and TikTok allow creators to monetize content. Then there’s Patreon, where fans pay for exclusive content. Or YouTube ad revenue.
Don’t forget the traditional approach — using social media to sell merch, promote shows, or raise funds for new projects. Embracing social media provides more than exposure; it establishes multiple income streams so you can keep making music without relying on ramen. (Creamy chicken remains undefeated, though. Don’t @ me.)
Remaining Relevant in a Fast-Paced Industry
The music industry operates at a rapid pace. If you’re playing pop, that genre relies heavily on public taste at any given moment. And if you’re late to the party, you’re out. Social media keeps you updated, helping you stay aware of trends, new sounds, and evolving tastes — in real time. Instagram and TikTok serve as pulse-checks on current happenings within your genre.
Curious about how to make Instagram work harder for you? Manychat is here to connect you with new fans, keep that engagement strong, and grow your reach. Whether you’re sharing new merch, dropping that fire new single, or just staying in touch, Manychat makes it easy to build real connections. Seriously.
Let us know if you’re interested.
