B10 - Social Media & The Digital Divide
How could a lack of access to social media tools impact small artists?
In the music industry, especially for small or independent artists, access to social media is critical to success. Today, digital platforms like Spotify, TikTok, Instagram, and Bandcamp are important channels for artists to share their work, connect with fans, and grow their careers. Without reliable internet access, small artists are at a significant disadvantage because they can't easily upload new content, engage with audiences, or market themselves globally.
Equity issues arise because artists in rural areas, low-income communities, or underserved regions may not have the same access to high-speed internet or the latest technology. Disparities in broadband availability, affordability, and digital literacy create significant barriers for participation in the digital economy. For small artists, these barriers often mean missing out on crucial tools for music production, promotion, and distribution (all of which are increasingly internet-dependent). Artists without robust internet access face a two-fold disadvantage: they struggle to participate in digital culture and miss the democratizing potential of the internet that can bypass traditional gatekeepers.
Wealthier and/or better-connected artists can take advantage of trends faster, livestream, collaborate remotely, and generally connect with audiences better. This creates an industry where talent alone is not enough, and access/connection becomes just as crucial as ability, if not more so. It could be argued that the industry over-values "going viral" and online presence, and without closing these digital gaps, it risks becoming even less diverse.
Social Media’s Importance in Musician & Community Connection
A lack of access to social media tools can severely limit small artists' ability to build a career. Social media is not just for promotion; it’s a space for networking, community building, and even creative inspiration. Without Instagram, TikTok, YouTube, or X (Twitter), small artists lose the chance to go viral, crowdfund projects, announce shows, or even be discovered by labels, managers, or fans.
Growth may become limited to local performances or word-of-mouth. However, social media presence is important for communication and advertising within smaller, local communities as well. Instagram is a hub of connection for the music scene here in chico. Many local bands and artists advertise their shows on Instagram, communicate about set times through direct message (DM) group chats, and add links to stream their music on listening platforms like Spotify or Apple Music. There are even pages dedicated to posting shows within local communities, for example, local530shows. Social media plays a crucial role not only connecting musicians to fans, but connecting musicians with fellow industry creatives/professionals.
