Trading Authenticity for Virality: Numbers do lie
In the realm of music, especially for passionate enthusiasts who eagerly anticipate new releases and emerging talents, the current landscape is undeniably shaped by social media platforms like TikTok and Instagram. It’s astonishing how a single viral reel or trending challenge can catapult an undiscovered artist to stardom. However, this rapid rise to fame comes at a price — the price of an artist’s authenticity and their distinctive sound.
It’s perplexing that a mere 8–15 second snippet of a song, set to videos, can seemingly define an artist’s identity. Yet, it does, and this phenomenon raises concerns. The over commercialization of pop music, coupled with the proliferation of techno artists and DJs remixing tracks, has muddled our ability to assess the genuine quality of music and, consequently, the industry itself. But on a positive note, these platforms have created a valuable space for artists who were previously too scared to pursue their passions due to the lack of tangible rewards and predictable outcomes.
The allure of instant gratification for viral artists clashes with the patient pursuit of those playing the long game. Unfortunately, the industry often elevates commercial hits over impactful music. It has become all too easy to develop a liking for a “trashy” hit, as it gets relentlessly pushed through ads, social media trends, and repetitive plays at live venues and nightclubs, until we become desensitized to it. The herd mentality, driven by the desire to be part of the cultural movement, significantly impacts the creative output of artists which then impacts the creativity and input put in by artists. Its heavily discouraging to rap about real life problems and have no audience whilst seeing some rapper talk about leading a superficial life over a commercialized beat, hit the Billboard charts or better yet, be nominated for the Grammy’s.
The surge in hip-hop music which is being accompanied by excessively provocative videos and a promotion of a promiscuous lifestyle with the artists rapping over heavy auto-tune, has further crowded the space for meaningful music to break through. Streaming numbers can be manipulated, and artificial hype can be manufactured. It’s a revelation that many of your favorite new-age rappers and pop artists don’t even craft their own lyrics — a surprising truth.
As a devoted listener deeply embedded in the music culture, while this music revolution has undoubtedly provided a platform for emerging talents to showcase their skills more readily than ever, it has also blurred the lines of discernment. As Drake wisely stated, “Just give it time, we’ll see who’s still around a decade from now.”, true artists are easier to weed out just by measuring how long they’re going to be around for or seeing them disappear after being a one-hit wonder.
