Influencer marketing is one of the hottest trends in 2019. Recently, influencer marketing has made big waves in the music industry, especially among marketers who are trying to reach millennials and Gen Z consumers. The younger generation’s attraction with celebrities has slowly been replaced by growing support for social media stars, with whom they can relate on a more personal level. It’s no secret that, once an influencer shares a song on social media, his/her audience is highly likely to listen, like and share it, simply because it is endorsed by someone they trust. In this way, influencers can use their clout to set trends.
Influencer trends in the music industry generally happen in one of two ways; industry-sponsored or organically- produced. There are some situations where artists & record labels seek support from their celebrity friends, artists and influencers to help a song go viral like in the case of Justin Bieber’s “What Do You Mean” campaign, while other times trends sprout organically like the influencer-created #DoTheShiggy challenge that exponentially increased the popularity and charting of a rapper’s new song called “In My Feelings.” Furthermore,
At the end of June 2018, singer/rapper Drake dropped his latest song from the album “Scorpion” called “In My Feelings.” The song’s catchy lyrics caught the attention of comedian Shiggy (@theshiggyshow), who posted a video of himself dancing to the song on the street just hours later. The video went viral, receiving upwards of 4.5 million views and 600K likes in just over 2 weeks (6.4 M views to date).
Influencer marketing has been just as powerful, if not more influential than radio to the instant success of a song. More people are glued to their phones when it comes to streaming music or watching music videos, the traditional focus of music marketing dollars.