Social media is one of the world’s greatest creations — it’s a platform for people of any variety to network and fellowship amongst one another. One of the oft-overlooked benefits of using social media is that it helps you build your brand. This impact can also be felt in the music industry. The successful artists understand the importance establishing a solid social media presence, as it serves as an avenue to increase the revenue they bring in. There are several instances in recent memory where social media has proven big dividends for hip-hop artists. Let’s explore the phenomenon’s profound impact on the genre.
Drake released his fifth studio album, Scorpion, last month and it has already taken the charts by storm. In an unprecedented feat, all 25 tracks on the project made their way onto the Billboard Hot 100. “Nice For What,” one of the albums lead singles, was sitting pretty at the No. 1 slot on the chart. That was, until a social media personality took matters into his own hands. Instagram comedian Shiggy took one of the under-appreciated bangers off Scorpion and issued a dance challenge to his followers. “In My Feelings” was already a good song, but no one could have imagined that it would take off like this.
Countless amounts of people took to social media to try their hand at the latest dance craze, including celebrities like Odell Beckham Jr., Will Smith and Ciara. Millions of views later, Drake has his sixth No. 1 single, surpassing Eminem, Ludacris and Diddy for the most among rappers in history. None of this would be possible without the efforts of Shiggy, who currently has 1.5 million followers on Instagram. Drake showed his gratitude to Shiggy when they met up at a party in Los Angeles. “Oh my goodness. Man got me a No. 1 record today,” Drake exclaimed. That’s the power of social media.
Even before Shiggy, there have been other instances of social media doing wonders for an artist or single. The moment most similar to the “In My Feelings” challenge is the Mannequin Challenge. Yes, how could we forget? The challenge featured groups of people elaborately posing like mannequins to the tune of Rae Sremmurd’s smash hit “Black Beatles.” The viral nature of the challenge propelled the track to new heights, with it peaking at No. 1 on the Hot 100, the first of its kind for both Rae Sremmurd and Gucci Mane. The song also was certified 5x platinum. The success of “Black Beatles” was a crowning moment for the young duo and created momentum for their SremmLife 2 album, which also went platinum.
Memes are another form of media that go crazy on social networks. One song that benefited tremendously from memes is Migos’ “Bad & Boujee.” The song also reached No. 1 on the Hot 100. It reached a certain level of popularity thanks, in part, to the endless memes beginning with “rain drop, drop top.” Once again, the power of social media.
rain drops
drop top
these tweets really need to stop stop
— The Truth (@MikeeKhoury) December 26, 2016
Social media has also proven to be a breeding ground for artists trying to maximize their potential. Three artists instantly come to mind — DJ Khaled, Cardi B and Tekashi69. DJ Khaled’s resume spoke for itself, as he was already producing banger after banger. But you couldn’t tell that man anything once Snapchat became a thing. Khaled literally became a professional snap chatter. While it seemed corny at the time, that was him building his brand. DJ Khaled is no longer just a hip-hop staple, but he is now a national superstar.
Cardi B first came into the public light through her appearance on the VH1 reality series, Love & Hip Hop. She built a strong following on social media because of the charisma that exuded from the videos she posted. That turned into a loyal fanbase, which translated into a No. 1 album and a 6x platinum single in “Bodak Yellow.”
When it comes to Tekashi69, social media can be considered both a gift and a curse. But, it has done more good for his career than it has bad. Before he blew up, the only way you’d recognize him was by his cotton candy-colored hair. He broke onto the scene with “Gummo,” a captivating track that the youth turned into a platinum single. When compared to other artists, Tekashi69’s music doesn’t exhibit the same level of quality, but his trolling has created a following for himself, one that has allowed him to stay relevant.
This isn’t the old days — any artist that wants to make the most of their career must maximize social media. It presents so many marketing opportunities and the above mentioned artists have all taken full advantage of said opportunities, reaping the rewards as a result.
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