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Social Media and getting ahead online: a guide for artists, labels and events

In a sea of similarity, we take a deeper look at what it takes to break the mould – as an artist or brand.

It’s no secret that being a DJ or Producer in today’s industry means you have to do a lot more than making or playing music. The undeniable importance of social media’s contribution to your presence across the globe has revolutionised how artists promote themselves, meaning that you often have to be your booking agent, manager, graphic designer, publicist and much more.

While this piece’s focus is placed primarily on individual artists, it is essential to remember that you can apply the same principles to labels and event brands – with great success. 

But how are artists crushing it online? This article will look at how big-name artists are remaining at the forefront of digital and social presence. Hopefully, this will leave you with some new tools to boost your online profile and help you grow your Instagram, Facebook, Twitter and more. 

DO NOT UNDERESTIMATE THE VALUE OF SYNCHRONICITY!

The first (and often most overlooked) point to consider is synchronicity. When anybody searches for anything online, you only expect to have to enter one search term. This aspect is vital for several reasons, but the main one is bunching you up nicely in search engines – like google, bing, yahoo, and many more – as they make the internet go round. For example, suppose somebody searches online for @username. In that case, if all platforms have the same handle, they are all likely to appear together in the search results – bringing all of your social media platforms together in one place up to thousands of individual times a day. Having an identical username/handle across all platforms you use – Facebook, Instagram, Twitter, Soundcloud, YouTube and more – is an alarmingly underused tactic for artists, labels and brands in the music business.

WHO DO YOU WANT TO BE?

For the most part, when people are receiving you online, they make a judgment or build an idea about you or your brand. That may not necessarily be an accurate perception, but it will mostly only be a reflection of the content you choose to share online.

For that reason, it is essential to consider a theme or story that you are consistently trying to tell the outside world about yourself or your brand. A great example is Hot Since 82; if you look at his social media channels – especially Instagram – you can see that he isn’t just a DJ/Producer. He is interested in high fashion, arts and culture, and there is a prominent ‘creative’ aspect to the majority of the content he posts. It could easily just be a stream of fantastic music and nothing else, but that is why Soundcloud, Spotify, Beatport and other services exist. Plus, it would be almost impossible for new or existing fans of his music to relate to him on a personal level if he just posted previews of his music. Intrinsic, intimate or interest-related posts are vital to connecting with people on a human level.

CONTENT IS KING!

Social media is often a constantly progressive learning environment. As these platforms continue to evolve, so too does their content. It can often be hard for people to keep up, mainly if you are limited on time to capture, curate or create content for your social media channels.

For that reason, it is a great idea to familiarise yourself with the different types of media/content you can post on the social media channels you are going to use. Also, try and remain present and up to date in keeping with new or phased out content types.

For example, Instagram has a wealth of different types of content available to users – based on their number of followers and account type. You may think to yourself, “but how on earth can I make all those different types of content with the limited time I have?”

That is why using your initiative is often one of the quickest and most effective ways to get ahead online. With the right apps and software (some even free), you can repurpose the same piece of content into different types of content – like IGTV, Reels, Stories, Carousels etc. Apps like Canva and InShot are incredibly effective tools if used correctly and creatively. They often offer template ideas or at least the correct aspect ratios for different content types, making it easy for you to repurpose or edit content as many times as you want. 

Social media platforms – Instagram especially – love it when you use all types of content available as frequently as possible. They tend to work on ‘trust’ or ‘reliability’ scores, which affect the reach and engagement of your posts – these change based on your adoption of the many types of content they make available to you.

Golden Nugget: Social media platforms favour ‘original’ content. Recycled content that is unedited tends to have its reach and impressions limited. Putting it through a third-party app and editing it or saving it with no changes will technically make it a new file and ‘original’.

CONSISTENCY KEEPS YOU AFLOAT

Like most things in life, consistency is one of the most crucial parts of anything you do. When it comes to social media, being consistent helps you to stimulate algorithms and connect with new and existing fans as frequently as possible. Quite like fitness or wellbeing, when you let yourself go, it can be challenging to get back to a previous point. If you take long and erratic breaks from posting content on social media, it will make it harder for you to reach people when you post essential things like new releases, gigs, or other announcements. 

Consistency is like salt in a recipe: too much in the wrong direction, and it can completely ruin the whole dish. For that reason, it’s always best to try and post at least once a week – preferably on roughly the same day or time, if possible. Maintaining a minimum posting schedule will keep you afloat and stop you from becoming a hosting page for disengaged followers or silent posts.

Thankfully, due to facebook’s acquisition of Instagram, you can now schedule posts with relative ease via the Creator Studio function.

RE-INVENT THE WHEEL…

Don’t be afraid to do the same thing better than others. There is absolutely nothing wrong with observing and adapting concepts or trends. At times you may find yourself with a stinker of a creative block, which is a common scenario for any creative process. To counter creative block, look at some of the biggest and best artists or brands in your field and see what they are doing. Look through their posts and see what ones are getting the most engagement – especially comments and genuine interactions – and try to apply some of the features or concepts of these posts to your content. 

A lot of the digital world is just the same thing or concept repeatedly, but better each time. If you want to get ahead, use the free access you have to the work of others and don’t be shy to try and do the same thing better. Education is free if you understand where and how to educate yourself – to your relative benefit. 

PUTTING THE ‘SOCIAL’ IN SOCIAL MEDIA

A lot of people or brands fall over when it comes to this stage online. It can be easy to create captivating and engaging content with excellent captions with great calls to action. But what’s the point in doing that if you aren’t going to interact with people that want to interact with you online?

Speed and genuine responses are vital. When someone leaves a comment on a piece of content you post online, try and do your best to reply to it as soon as possible – within the hour, if possible. 

This aspect is another driver for your trust/reliability scores online and will impact the likelihood of engagement with your content. People want to connect with you on a social level; that’s why it’s called social media.


These are just a few of the tips and tricks to help you or your label/brand get ahead online. Being a social media master is like owning a giant garden – you have to water it everywhere, as evenly as possible constantly. If you want to crush social media, The best approach is to dedicate time to each platform. For example, block out a specific amount of time each day for Facebook, Instagram, Twitter etc. Using a visual tool like Google Calendar can be highly effective for maintaining a consistent schedule without becoming overwhelming and eliminating the possibility of forgetting.

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