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 night time 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 all the things to start out over with their debut single, “Chaise Longue.”

Launched in June 2021, “Chaise Longue” rapidly made its means 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.

For the reason that 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 night time’s occasion, in addition they tried a brand new concept: Moist Leg live-streamed all the occasion on TikTok.

It is out there to succeed in 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 de facto 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 because of the bands reaching out to their fan bases through TikTok.

Moist Leg, made up of Rhian Teasdale and Hester Chambers, repeatedly 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 neighborhood 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.

“Considered one of my favourite issues they do is that they’ll reply to feedback. It is principally selling their music on the similar time, however all of their feedback are a little bit bit cheeky, and so they 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 new artists making waves by social media.

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

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

However blocking all the things on TikTok will not be applicable for all artists.

Earlier this 12 months, 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 an internet presence.

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

It’s as if the artists who criticize TikTok (and the numerous followers who tweet about their displeasure about it too) are seen by the trade as too valuable or old style. However ultimately, the artists who take pleasure in a superb bash on TikTok will win out. Within the hungry infinite machine, a minimum of for now. It is transferring on with out you. Taylor factors out.

There is no such thing as a denying {that a} presence on social media is a precious device in attracting new followers. However any artist pressured onto a platform they do not really feel comfy with will solely create content material that reeks of inauthenticity.

It is best for artists to do what they’re actually comfy doing, my TikTok good friend says.

“The rankings 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 and so they cannot be bothered. I do not suppose it is any completely different now that the content material is on TikTok.”

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

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

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