By Laura Chase, Global Chief Growth Officer, WeAre8
Social media was supposed to be the great equaliser. A place where any musician, from an independent artist to a major label-signed headliner, could reach audiences directly, promote their work, and build a lasting fanbase. And for a while, it felt like that promise might be realised. But somewhere along the line, the platforms changed—and not for the better.
Social media remains a critical part of an artist’s marketing strategy, and can provide direct access to their audiences and allow them to grow organically. But in practice, it’s become a frustrating and often disheartening space for artists — one that’s too often flooded with trolling, hate, and toxic engagement that drowns out creativity and connection. The problem isn’t that musicians don’t know how to use these platforms—it’s that the platforms themselves are no longer fit for purpose.
Algorithms that should be used as a tool for discoverability are now increasingly skewed towards sensationalism, scrolling, and clickbait. Artists are left in the dark — they don’t know who their followers are or if they’re even real. And platforms make it hard to connect the dots, offering no easy way to drive fans to stream music, purchase tickets or show their support and buy merchandise. When artists share their music, they’re often met with unprovoked negativity and abuse.
This isn’t just a cultural problem—it’s a business one. Unless an artist engages with toxic discourse or spends disproportionately on ad placements, their reach to promote new material or live performances is throttled.
All of this comes at a time when digital strategy is more important than ever. Traditional media outlets continue to struggle, and live music promotion is increasingly dependent on online reach. However, the current social media landscape values controversy over craft, virality over vision.
What we need now is a complete paradigm shift — one that embraces innovation, champions freedom across the web, and builds in meaningful safety regulation. The algorithms that shape our digital spaces must be reimagined with transparency, inclusion, and creative equity at their core. People should be empowered to explore beyond every scroll, with seamless pathways to discover more. When properly governed, AI-powered recommendations could become a force for good — helping elevate independent artists above the same recycled viral trends. And with smart moderation, AI can play a vital role in cutting out hateful and harmful content before it spreads.
At the same time, we need regulations in order to create a safe, uplifting space where people can reconnect with what matters on their feed. The algorithms that decide what gets seen and what gets buried must be designed with ethical oversight. If platforms continue to reward divisive or toxic content over artistry, then no amount of technical improvement will matter. Creators deserve a fair digital playing field—one where their success isn’t determined by controversy, but by connection and wellbeing.
With the right innovation, informed by industry expertise and governed by robust ethical standards, social media can and will evolve into a truly empowering environment for musicians and the wider industry to connect and build a supportive community, both digitally and in-person. WeAre8 is leading that evolution — a platform built to serve artists, celebrate creativity, and turn followers into real-world support.