The Influence of Social Media on Independent Artists : Shaping Audience Perceptions and Music Consumption Behaviors

This study explored the impact of social media on the reputations of independent artists and the music consumption behaviors of listeners. Through semi-structured interviews with eight independent artists and twelve listeners aged 18-25, the research reveals that social media is crucial for artists to balance promotional content with genuine self-representation to maintain a positive reputation. While popularity is often quantified by likes and followers, the quality and authenticity of music are more highly valued. Social media also plays a significant role in music discovery and community engagement. The study concludes that artists need to carefully balance their social media strategies to optimize their reputations and influence listener behavior. Future research should examine the effects of different social media platforms and their algorithms on these dynamics to better inform decisions related to music promotion and consumption.