Society has always placed a high value on music. 

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As technology starts to become more part of our lives, social media and music platforms have become more and more prominent in the music business. Compared to the times before these platforms existed, they have made it possible for music creators to gain recognition that was difficult to achieve. The unlimited access we have to these platforms allow audiences to easily discover new talents. 

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Platforms like SoundCloud, Spotify, and Tiktok have played a huge role in the growth of new artists. For SoundCloud, it was originally intended as a platform for sharing tracks between friends, but it quickly became a destination for up-and-coming artists looking to showcase their work. What’s great about SoundCloud is that the platform lets artists upload their own music and share it with a wider audience, without the need for a record label or music distributor. A variety of major artists known today were able to launch their music career such as Chance the Rapper, Post Malone, Lil Uzi Vert and Keshi.

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Much like SoundCloud, Spotify has also changed the way people consume and discover music. Its popularity among people has grown immensely with the vast library of songs and personalized playlists that it has become a go-to place for music lovers. More so that it’s gaining more attention than Apple Music with the concept of “Spotify Wrapped” at the end of each year that contains the summary of listeners music taste. Spotify has created new opportunities for aspiring artists, allowing them to reach global audiences through a variety of features such as its editorial playlists and artist tools. 

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Another popular platform we can’t forget to mention is TikTok. Now we all know how much of an influence TikTok has on the music industry. Even songs that are super old-school are gaining popularity among gen-z’s and its short-form video format has made it easier and addictive to listen to songs on repeat. It has become a breeding ground for viral music trends and dances, bringing back old songs like “Sure Thing” by Miguel and “Dreams” by Fleetwood Mac. The platform's algorithm and user-generated content has become a powerful tool for music promotion and discovery, especially among younger audiences. Most people can’t deny the fact that they rely on TikTok for new music suggestions. Artists like Jack Harlow have also become a hit celebrity when a snippet of his song “First Class,” became a viral trend and even Drake recognized Jack Harlow’s talent that he featured in his song called “Churchill Downs.” 

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Other social media platforms like Instagram and Twitter have also played a role in showcasing new and talented artists. These platforms allow artists to connect directly with fans, share behind-the-scenes content, and promote their music. It has also helped artists collaborate with other musicians and industry professionals, creating a sense of community and support.

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Of course, with the rise of these platforms, the music industry has also undergone significant changes. The traditional model of signing with a record label and relying on radio play for success is no longer the only path to success. Independent artists can now build their own following through social media and streaming platforms, and many are able to sustain successful careers without ever signing with a major label.

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It's clear that music and social media platforms have had a significant impact on the music industry. As the industry continues to evolve, it will be important to consider how these platforms can be used to promote diverse music genres and support artists at all stages of their careers.

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