Nielsen Results Reveal the Power of Instagram in the Music Industry
A while back, Instagram commissioned Nielsen to conduct a study into the platform's relationship with, and influence on the music world, and on Monday the results were made public. The aim was to prove that artists who regularly updated and well maintained their accounts saw a beneficial yield offline as well as on, and the results seem to suggest that is exactly the case. According to the report, Instagram users spend 42% more money on music related items during the year, and 30% more time listening to music.
Just got home from another successful ESC trip to Germany. Augsburg was so good to us, we were honoured to play at the Brechtfestival, what an amazing event and city. We are so lucky and appreciative of our jobs. Danke schon to everyone involved. Deutschland, we will be back soon #electricswingcircus #brechtfestival #esc #augsburg #electroswing #vintageremix #deutschland #germany #ontour #europe #brecht
In this download-centric modern world, where most music can be found for free on YouTube and piracy is so easy a child could do it (and they frequently do), live music is becoming even more important, especially at a lower level. Take, for example, my cousin's band, Electric Swing Circus. Over the past 4 or 5 years, they have been able to carve out a hugely successful career over the past few years by establishing themselves as a quintessential party/festival band.
They run their own club nights, have a 1 day festival in Birmingham and perform at events which favour themed motifs and dress codes. As such, their Instagram is a huge part of their promotional MO, and they will attest that it's been a huge factor in their ongoing success. People want to post about their events if they go, and that has a distinct knock-on effect, and getting a more personal, travelogue-style insight into what a band gets up to on tour makes the whole thing feel all the more tangible, an effect far easier to achieve when you're not Taylor Swift or Kanye West.
Instagram is growing at a rather alarming rate, and this statistics won't be news to most industry professionals, but we could well be seeing a world where Instagram isn't just a factor in band and artist promotion, but a fundamental front line.
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @Songbird_Callum
Nielsen Results Reveal the Power of Instagram in the Music Industry Reviewed by Callum Davies on Tuesday, March 15, 2016 Rating: