B03 - Online Civility, Trust, and Social Capital
Social Capital
What is Social Capital?
Social capital refers to the relationships and networks built, and the trust cultivated within a community. Individuals and groups (or businesses) alike gain social capital by investing in positive connections. Strong social capital enhances communication and creates opportunities for collaboration.
Benefits for Businesses
Social capital benefits businesses in multiple ways. It fosters trust and collaboration among employees, while also building trust and loyalty with clients and partners. Businesses with strong social capital can adapt more easily to change, gain industry insights, and maintain a competitive edge in the market.
What is social capital for individuals?
Not just businesses can gain and use social capital, individuals have the ability to do so as well. Businesses rely on brand trust and corporate responsibility, but individuals cultivate more personal relationships to gain social capital. Social networks and direct engagement are especially important. Individuals with social capital may have a substantial amount of pull in one area, or some pull in multiple areas. For example, a fashion influencer works to solidify themselves as a trustworthy voice for all things fashion. Though, they may also have some influence on beauty products/trends. When individuals gain enough social capital, they may have the ability to drive cultural or social changes.
Social Capital in the Music Industry
Musicians with Social Capital
A prime example of a musician with immense social capital is Beyonce. Her ability to set the agenda in pop culture gives her credibility and authority. But having moved past being solely a musical artist, Beyonce has influence in many worlds, including fashion, business, performance/visual art, and activism. Beyonce has a large platform through which she can vocalize opinions and mobilize resources for change. She also has economic capital through her business ventures. Founded by Beyonce, Parkwood Entertainment was started in 2008 as a film and video production unit, and today functions as a management group, production company, and record label. Owned by Parkwood Entertainment, Ivy Park is an athleisure line that combines fashion and technical innovation to create performance wear.
Beyonce has made sure to keep control of her narrative in the media. Communicating mainly through social media and rarely giving interviews, Beyonce has cultivated a specific, illusive image. This allows her to maintain her power and use it when, where, and for what reasons she seems fit. The public figure has aligned herself with numerous social justice causes, including feminism, LQBGQ+ rights, and most notably Black Lives Matter.
Social Capital for Independent Artists
For independent music artists, gaining social capital means building an audience, meeting industry connections, and creating opportunities. Online social capital is extremely valuable in the age of social media. Platforms like Instagram and TikTok allow artists to engage with fans, collaborate with other musicians, and gain exposure through explore feeds and live streams. Independent artists have to find a support system outside of the traditional teams hired for signed artists. Cultivating strong relationships with fans and other creators (in or around your field) is extremely important. Artists can develop a loyal following that actively supports their work through streams, shares, and purchases. For a small musician, gaining social capital includes connecting to an audience through comments, live streams, exclusive content, etc.
How does social capital evolve over time?
As I previously wrote, individuals that gain enough social capital may have the ability to drive cultural or social changes. Obviously, small artists can’t expect this power right away. I think there are stages of social capital, from gaining it to exercising it. Early in a musician's career, the goal is to develop personal relationships and build and community of fans. Networking within the industry is also essential in this stage. Being genuine and accessible helps build credibility and loyalty. When experiencing a rise in influence, an artist's network and audience grows. Maintaining close relationships is important, as well as developing a brand. This stage is when an artist solidifies their voice and what they stand for.
When social capital is gained, it’s important to know how to use it, and how to maintain it. Social pressure may be higher — artists may find they’re pushed to speak on issues they haven't thought much about, or don’t feel they should comment on — but luckily by now, the networking has paid off. At this point in an artist's career, signed or not, they should have a team of people who can help them to navigate this level of social capital. Properly maintaining this capital can help provide an artist with longevity.
Continuously providing social responsibility and dedication to the issues they’re publicly passionate for decades, all while creating beautiful and meaningful art, can land an artist legend status. These figures are seen as leaders in the industry. They may mentor younger artists, or shape cultural conversations. Many engage in philanthropy and business development and/or ownership. Legends influence a generation of musicians to continue to use their social capital to enact positive change.
Once you’re here, you’re an Elton John, a Nina Simone, a Bob Dylan.
You’re a Beyonce.
