No Label Required: Indie Artists Gain Social Media Momentum - Intercept Music Fulfills Artist Needs

Social media can be a killer. Just ask Roseanne Barr.

But according to a new study on social media engagement, death is far from the outcome for the person who raps, sings or slings the guitar; in fact, musicians are king among social media participants, as 9 out of 10 regular social media users partake in some music or artist related activity on the most popular social applications.

This might be a sour note to the POTUS who, while sitting on a different throne at 3am, attempts his own interjections on social platforms but not with the outcome he'd have hoped for.

According to the MusicWatch study titled, "Music & Social Media: A Consumer Perspective," regular social media users are twice as likely to follow their favorite band or artist on Twitter than their favorite politician. Oh, wait, that's just it, nobody has a favorite politician, well except for Abe Lincoln and you'd be more likely to contact him through an Ouiji board than through Twitter, although I wouldn't suggest that because I've seen The Exorcist and it doesn't end well. Just ask Roseanne.

It won't take an Ouiji board or a crystal ball to see where this study, which was released on August 6th, quickly goes, and if not for the August 9th announcement of Intercept Music, while not connected to this study, I couldn't help but, in my mind, merge the two.

Like PB&J

Here's why. The MusicWatch study reveals unmistakable harmonies between social media and the business of making music and highlights the importance of music to the social platforms.

• Two out of three users (63%) agree that they are discovering new artists on social media.
• Almost 60% are visiting streaming services to listen to music after they see an update, tweet or post.
• On Facebook, the 'most valued music activity' is being able to share links to music from streaming services, including playlists.
• 51% of Twitter users follow or get updates from music artists and bands.
• Half of Instagram users are viewing posts from artists and bands or viewing their updates.
• Two-thirds of Snapchat users are sending or viewing photos and videos from live events including music shows, concerts or music festivals.

It's clear that music dominates the social experience. So, when we process that each hour another 1,000 new songs are uploaded to the streaming services; 24,000 new songs every day, never has there been a moment as ripe as this for the explosion of exposure for new, undiscovered and unsigned artists who stand to gain the dream of achievement on par with, and greater than, artists who sit on rosters of major labels.

By Chance or By Choice

When there is discussion of independent artists who have made it without a major label, often Chance the Rapper's name is thrown in as some sort of poster child that it is possible, and it is, and it always has been. But in formats like Country, Pop, Christian and Alternative where it's been an almost impossible act, the day has arrived when the ingredients that will propel artist and song to the level of parity have become available and easily accessible as a part of the tools recently announced by Intercept Music.

It all starts with a song, but many artists have the song and don't have the rest, and therefore too many great songs go forever unexposed. Obviously, you can't get exposed if you don't have a way for your songs to be distributed to the Spotifys and the Apple Musics and all the streaming services and then also to radio. Today, while there are numerous online outlets that claim to get you distribution, for Intercept Music, it's what they do in tandem with distribution that makes their entire suite of tools so strategically sound and endearing.

A song gaining traction doesn't automatically grab the attention of more consumers or playlist curators around the world, but with tools that strategically market that success with savvy promotion and a focused multi-level, multi-layered social media campaign, artists will have in the palm of their hand one of the necessary ingredients on the road to cutting through.

As a proponent of people and having a 30+ year career of aiding many artists from their early days to the promised land flowing with milk and honey, I was struck by a quote from Intercept Music Chairman Ralph Tashjian.

Abe Lincoln Couldn't Have Said It Better

"We're a tech company with the soul of an artist," Tashjian stated. "We haven't left out the need for people-to-people communication, as we are in the process of staffing brand ambassadors and music pros to advise artists in every format."

I personally congratulated Tashjian on the launch of Intercept Music. I pleaded my case to be brand ambassador for the formats I have succeeded in from Christian to Pop, to Hip Hop and Alternative, to which I got another intriguing Ralph Tashjian quote.

"Get in line!" he succinctly replied. I wasn't the first to ask.

Lastly from the MusicWatch study, "Social media reaps great benefit from the makers of music. The music itself is a vital ingredient to the social conversation. The content stays fresh with constant new releases and tour announcements. The sustained desire for news about favorite artists engenders engagement on the platforms. Musicians bring a credibility that is sometimes lacking in today's social spheres."

And Intercept Music brings the tools to maximize all the above.

Mr. Tashjian, I'm sincere in my plea to climb aboard your bus. I am as sure of this as I was when my wife and I discovered an unknown comedian, Pete Davidson, and bumped several name acts, including Roseanne, to give him exposure at Gotham and other New York and New Jersey clubs, because we just knew. True Story, you can read it right here.

For full MusicWatch Study and blog click here