Elevating Emerging Artists: A Call toCollective Action
by Leigh Greaney Bush of big hassle
Digital music streaming platforms — with over 100,000 new tracks uploaded daily — create a fiercely competitive environment. This constant over saturation makes it exceptionally difficult for the voices of new artists to break through the noise and garner meaningful attention. A deeply entrenched hierarchy often dictates who receives the lion's share of recognition, leaving many talented individuals struggling for visibility and credibility.
It’s crucial to recognize that we, as listeners and supporters of the arts, have power. If we want a cultural ecosystem that champions genuine artistic expression — rather than being dominated by industry-engineered narratives or, alarmingly, by AI-generated imitations — we must actively nurture emerging talent. We must help cultivate the artists whose growth we wish to witness. The prevailing mindset within giant tech corporations often reduces musicians and their art to mere data points within algorithms. However, there are tangible ways that engaged fans can help new artists transcend that kind of reductive thinking.
Uniquely, music can forge profound connections, both within our inner selves and our communities. It provides solace, fosters belonging, and enriches the fabric of our shared human experience. We need to actively participate in shaping the musical landscape of our society —influencing who graces the stages of major tours, or whose voices resonate through radio waves and television screens. Otherwise, it’s not our music — it’s a commodity. So, how can we effectively translate this desire for a vibrant and diverse artistic culture into tangible action?
1. Immerse yourself in live music and share the experience: The energy and intimacy of live performances can offer a crucial platform for musicians to connect with their audience and build a dedicated following. Actively seek out shows by emerging artists whose work resonates with you. Extend this support by inviting friends to these events. Your presence and enthusiasm contribute directly to the artist's morale and financial viability.
2. Invest in tangible support through merchandise: In an era where streaming revenue often provides minimal compensation, merchandise sales represent a vital income stream for most independent artists. By purchasing t-shirts, vinyl records, posters, etc, you are directly contributing to their financial sustainability and helping them to continue creating. Wearing their merch also serves as a form of mobile promotion.
3. Amplify anticipation through pre-saves: In the lead-up to a new release, pre-saving singles and albums on platforms like Spotify and Apple Music plays a significant role in signaling its potential success. These pre-saves act as indicators of anticipated demand, influencing the platform's algorithms and increasing the likelihood of the music being featured on influential playlists, thereby reaching a broader audience.
4. Cultivate online connection and engagement: In today's digitally interconnected world, a strong social media presence is essential for artists to connect with fans and build their brand. Following them across all their social media platforms and subscribing to their YouTube channels ensures that you stay informed about their latest news, releases, and activities. Engaging with their content through likes, comments, and shares further amplifies their reach within these digital spaces.
5. Become an insider through mailing lists: Joining an artist's mailing list provides a direct line of communication, offering exclusive updates on upcoming shows, new music, behind-the-scenes glimpses, and potentially even early access to content or merchandise. This fosters a stronger sense of connection and ensures you don't miss out on important announcements, allowing you to be among their most informed and engaged supporters.
6. Be an advocate on social media: Sharing music you love on your own social media platforms is a powerful and cost-effective way to introduce new listeners to an artist's work. Be sure to include direct links to their music on various streaming services and tag the artist in your posts, making it easy for others to discover and connect with them. Personal recommendations from trusted sources often carry significant weight.
7. Fuel their momentum through repeated listening: On platforms like Spotify, tracks that receive fewer than 1000 streams often do not generate any meaningful revenue for the artist. By playing their music repeatedly, you can directly contribute to their stream counts, helping them reach monetization. Consistent engagement can make a real financial difference.
8. Curate and share your musical discoveries: Creating playlists on streaming platforms and making them public is a fantastic way to share your musical taste with your network and friends. Including emerging artists in your playlists can significantly expand their potential audience.
9. Engage with music media and advocate publicly: Reach out to music blogs, magazines, radio stations, and podcasts to suggest artists you believe deserve greater recognition. Leave comments on their social media posts, recommending the musicians you are passionate about. Publicly championing their work within relevant media spaces can help them gain exposure to a wider industry audience and potential new fans.
10. Embrace creative and personalized support: Go beyond passive engagement and find unique and imaginative ways to show your appreciation. Host a listening party for a new album release, creating a shared experience for your friends. Display their stickers in prominent locations. Write their name in sidewalk chalk outside venues you love to see them play. Create fan art or send thoughtful messages expressing your appreciation. Let your support manifest in a way that feels authentically you. Ultimately, any action you take to direct attention or financial support towards emerging artists will malke a meaningful difference. The crucial element is consistency: Remain engaged, continue to share their work, and keep showing your support. Every seemingly small gesture can contribute to the growth annd sustainability of the artists you love.