10 Jan | Written By Kirsten Moreton

In the fast-paced social media filled 21st century, apps such as TikTok, Twitter and Instagram have become essential in the music industry. Having an online presence is now one of the easiest ways for new bands to gain a following and to bring light to their music. TikTok is a great app for this with their algorithm promoting sounds and videos based on interaction, meaning a few likes and comments for a small artist can launch their careers, becoming life changing. In 2022 social media brought light to some amazing alternative artists some old and some new. 

This list would be missing something without a mention of Alex G who has been the voice of many trends on TikTok with his songs providing the perfect audios for others videos. Alex G has been around for a long time with some of his best known music being released in the early 2010’s. However, TikTok has introduced his music to a new generation with his song Tree House trending during 2020 and his songs Mary and Sarah from the 2012 album Trick trending throughout 2021 and 2022, being used as background audio and as a part of various trends. Mary, in particular was involved in a trend where users share a story of realisation with the realisation happening in time with a change in the music. Alex G is a notable example of how social media can have an influence on what listeners are into, as his ten year old tracks have made a sudden resurface and become popular with an entirely new generation, a generation that may of never discovered such great songs songs without social media.

Although Piri and Tommy are not entirely indie, they did begin as an independent duo and their sound is rather unique meaning they could fall into the subgenre. The drum and bass duo formed in 2021 and almost immediately started creating their music. Their debut single Hot Spot went viral on TikTok and gained both artists thousands of followers after releasing just one track. However, it was in 2022 when Piri and Tommy made the most of their new following and began releasing more singles and eventually their debut mixtape, Froge.mp3. Their single On & On even charted in the UK top 100 in October 2022, showing just how impactful social media can be for small artists.  The large following the young artists gained from day one created the perfect foundation for building a career within the music industry upon.

Wet Leg are another band that were inescapable on TikTok for a while with their track Chaise Long playing everywhere, promoting the group's music to an audience of millions. The group became huge on TikTok, whether the users were creating videos hating on or celebrating the band, they were getting talked about. Unfortunately the group almost become a controversial subject on TikTok gaining an almost ‘love hate reputation’ with thousands of videos on the app either defending, or hating on the new band. Of course, hating on new musicians is not a good thing and not something music fans should be part of, however, for this band that slight disagreement got their name all over an app with millions of users, the perfect example of ‘all publicity is good publicity.’ From their beginning in 2021, in 2022, Wet Leg worked and elevated their status, playing several large UK festivals including Glastonbury and getting played all over UK radio.

Crawlers are one of the best examples of how social media can be life changing for aspiring musicians and artists. In just a short amount of time they went from creating a TikTok to promote their band to supporting My Chemical Romance on tour, what was described as a ‘dream’ for the young musicians. The group formed in 2018 and gained a following on TikTok by documenting what it is like being in an up and coming band, dreaming of making it big. The groups content was incredibly down to earth and inspiring to watch as they grew and documented the journey. Through the content the group posted they gained a large fandom meaning their music had support before it was even released. The bands story really shows how TikTok and social media can interestingly be used for marketing not only marketing, but how content creation can be life changing for small artists.

The effect social media can have on the music industry and musicians is incredible. In an ever changing and developing world we can only wonder in excitement what more music is to come in 2023. 

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