Someone has finally said it. Social Media has not turned out quite like its developers and the social architects who wrote white papers on it dreamed that it would. Of course it is still a great way to communicate with family and friends of all types but it hasn’t quite become what it was hoped that it could be. Just like blogging never really gave every human being “equal” access to the world market and video sharing never made overnight stars out of every and out there.
“In the early days of the social-media revolution — when blogs and Twitter had the sparkle of new toys –- one of its great promises was to exponentially expand the power of media in the hands of everyday citizens. An individual with a blog could be as influential as a New York Times journalist. One person could shake the foundation of a major brand with a video posted on YouTube.”
Don’t get me wrong, I’m not trying to be generally negative on social media or the good things it does and can do in building an audience. But it is not the final solution. Personally I think that Myspace was a much better social platform for musicians than anything that has come after (including facebook).
but what happened to all of that awesome potential anyway? Very simply, we are all just individuals in a crowd on the web and those with the loudest “voices” in terms of reach get the most notice and reap the lion’s share of the potential profits.
“That promise has crumbled under the weight of self-promotion. Today, a lone voice can barely get noticed online, no matter how powerful the message. Somewhere along the way, the established media channels reclaimed their power at the top of the pyramid.”
So what is the solution, do we all just throw in the towel? No, not at all. The goal of what I do is to enable indie artists to know what the challenges facing them are and to give them tools and ideas that will help them overcome these challenges in the best way possible on an assumed indie budget. I have been doing it for artists for several years now and I know it is possible because I have done it.