August 8, 2018
Photo Credit: Noiseporn
By William Glanz
Music and social media are linked more than ever, according to new research from industry analyst MusicWatch.
Ninety percent of social media users engage with music or musicians – by viewing videos or posts featuring musicians, liking or sharing a musician’s post, discovering music or sharing music.
“In an era when politicians are renowned for their use of Twitter, music is a primary driver of our interactions with social media,” MusicWatch Managing Partner Russ Crupnick wrote in a post about the new report, released Monday. “Together, social media and the music industry create a unique harmony.”
So what’s the most popular platform?
MusicWatch found that:
- 68 percent of Snapchat users view or post videos from a live event
- 56 percent of Instagram users follow, share posts or tag artists
- 51 percent of Twitter users follow or get updates from an artist or influencer
- 44 percent of Facebook users like an artist or band
Social media users also are more likely to follow a musician than any other celebrity or public figure:
- 57 percent of social media users follow at least one artist or band
- 50 percent of users follow at least one actor or actress
- 35 percent follow at least one professional athlete
- 30 percent follow a reality television star
- 25 percent follow a politician
Why is that?
“The reason is simple; while today’s tweet or fashion comment is evanescent, users have a sustained interest in the careers of their favorite artists and want updates on their music projects, live tours and lifestyles,” Crupnick wrote.
MusicWatch conducted the study, “Music & Social Media: A Consumer Perspective,” in April 2018.