Witness Live Streaming on TikTok: The Age of Indie Social Media

Witness Live Streaming on TikTok: The Age of Indie Social Media

Moist League performed to a packed crowd final evening on the O2 Kentish City Discussion board in London. It was a celebration gig for the indie band that took the UK by storm in 2022.

Two years in the past, nobody had ever heard of Moist Leg. There have been a handful of recordings on Spotify earlier than the Isle of Wight band deleted every thing to start out over with their debut single, “Chaise Longue.”

Launched in June 2021, “Chaise Longue” shortly made its approach throughout radio stations, social media platforms, and Spotify playlists. By the point their self-titled debut album was dropped, Moist Leg had gone from obscurity to one of many nation’s hottest acts.

Because the first album, Moist Leg has toured with Harry Types, and been nominated for an award Mercury Prize I collected a bunch of Grammy nominations.

Eventually evening’s occasion, in addition they tried a brand new concept: Moist Leg live-streamed your entire occasion on TikTok.

It is out there to achieve over 500,000 followers, which is a part of a intelligent social media technique that has put the band within the highlight.

Indie music is actually again in vogue within the UK due to acts like Moist Leg, Sam Fender, Nova Twins, Cassyette and Jordan Adetunji. A part of this success is as a result of bands reaching out to their fan bases by way of TikTok.

Moist Leg, made up of Rhian Teasdale and Hester Chambers, often posts live performance snippets and behind-the-scenes content material on their channel.

“I feel TikTok has helped them get their music out to a wider viewers,” says Shima Siddiqui, artist group supervisor at TikTok UK.

The band joined TikTok after they launched Chaise Longue and instantly started utilizing it to speak their music, in addition to for his or her humorousness.

“One among my favourite issues they do is that they’ll reply to feedback. It is principally selling their music on the identical time, however all of their feedback are a bit of bit cheeky, they usually do a extremely nice job of exhibiting their character,” says Siddiqui.

Unbiased music has by no means been extra common after falling out of favor within the 2000s. A part of that’s by way of new artists making waves by way of social media.

Sam Fender’s line: “I used to be so afraid to hit him / However I might hit him in a heartbeat proper now / That is the factor that will get offended / Begs to remain” from his anthem “Seventeen Going Underneath” has turn out to be the again observe of 1000’s of TikTok movies detailing private anecdotes of abuse.

The lyrics resonate with individuals and a brand new period of stars is able to be nearer to the followers.

However blocking every thing on TikTok is just not applicable for all artists.

Earlier this yr, Rebecca Lucy Taylor, aka Self-Esteem, wrote an op-ed for guardian On why she worries that artists, particularly ladies artists, are more and more having a web based presence.

“However what do you do if sharing components of your self is not best for you? In my twenties, I’d blindly imagine the authority of labels and administration and do something to seize what could possibly be a ticket to success, with out excited about the implications which may comply with later.” you write.

It’s as if the artists who criticize TikTok (and the various followers who tweet about their displeasure about it too) are seen by the business as too treasured or old style. However in the long run, the artists who get pleasure from bash on TikTok will win out. Within the hungry infinite machine, a minimum of for now. It is shifting on with out you. Taylor factors out.

There isn’t a denying {that a} presence on social media is a beneficial instrument in attracting new followers. However any artist pressured onto a platform they do not really feel snug with will solely create content material that reeks of inauthenticity.

It is best for artists to do what they’re actually snug doing, my TikTok pal says.

“The scores managers have all the time been forcing artists to do issues they do not essentially need to do. TikTok is simply the brand new factor,” she says.

“I feel we are able to all the time inform if somebody like Oasis is doing an interview on MTV they usually cannot be bothered. I do not assume it is any totally different now that the content material is on TikTok.”

“We are saying you should not make something you do not really feel snug placing on the market. In case you do not feel snug doing issues proper in digicam, do not do it. You do not need to be lip-syncing or dancing, which is what everybody thinks TikTok is, Do not try this,” says my pal.

As an alternative, she says, the most effective content material typically comes from bands and musicians who let followers into an express a part of their day by day lives. Whether or not it is actuality touring or recording a music.

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