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Connected not neglected: An artist's online presence is as important as their music

If you're not online, you're not trying hard enough

  • Words: Funster | Illustration: Patch Keyes
  • 14 March 2017
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For users who have abandoned SoundCloud in favour of say, Spotify, Lehult's music just won't be heard, they won't be added to a playlist and there's up to 100 million active users who will simply miss out. Of course it's not the end of the world but in an era when a generation of 18-20 year olds are glued to their computers and social media platforms, it seems like an opportunity missed not to be everywhere possible.

Giegling is another example. To the majority of people, the German label won't register as a crew they know but to the trained ear, its one of the most hyped imprints operating on the underground circuit. They have no digital music available, their releases are vinyl-only (although of course you can hear rips of the incredible output on YouTube).

While the label probably doesn't care about this (they've got steady traction without official hubs), it's not particularly forward thinking not to have profiles that their fans can engage with. The DJs that are active on social media across the board have the biggest reaches and largest fan bases. People like Seth Troxler, Skream, Jackmaster and Nina Kraviz keep every platform topped up with photos from their tours, memes that create conversation and in turn, their personalities are portrayed exactly the way they want.

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