New Research Reveals Social Media’s Impact on Creative Success
In a groundbreaking new study by Mastercard, conducted to celebrate its 25-year headline sponsorship of The BRIT Awards, it has been revealed that 65% of creative young people would prefer to go viral on social media than sell out Wembley Stadium. This shift highlights the growing influence of social media and the metaverse in shaping how we discover, share, and listen to music.
Social Media: The New Route to Success
The research indicates a significant generational divide in perceptions of success. Among young people aged 16-24, a staggering 30% believe that achieving viral status on social media equates to success, overshadowing traditional avenues like performing at live gigs (11%) or winning talent shows (15%). Among professionals in the creative industry, this sentiment is even stronger, with 83% listing going viral as a personal career goal.
“It’s clear that platforms like TikTok, Snapchat, and Instagram have become integral to the careers of aspiring artists,” said Agnes Woolrich, Vice President of Marketing & Communications, UK&I at Mastercard. “Our findings reflect a cultural shift where the metrics of success are no longer confined to traditional milestones.”
The Generational Divide in Music Discovery
Gen Z is leading the charge in how new music is discovered. Nearly half (45%) of young listeners feel it is important to see their favourite artists actively engaging on social media. In contrast, just 17% of the general population prefer attending live music gigs to discover new artists. The research shows that 37% of Brits, especially Gen Z (40%), are finding new music through social media channels, while over half (56%) of 16-24-year-olds would prefer social media recommendations compared to only 16% of those aged 55 and older.
The Metaverse: The Next Frontier for Music
The study also hints at the future of music consumption, indicating a growing awareness of the metaverse. Nearly half (43%) of Brits recognise that the metaverse can host gigs, and 23% of individuals aged 16-24 have already attended a virtual concert. This emerging trend signifies a shift towards digital experiences that transcend traditional concert settings.
Social Media Education: A Call to Action
With the rise of social media’s influence, nearly half (47%) of Brits surveyed believe that social media education should be integrated into the school curriculum. This finding reflects the need for young people to understand how to utilise these platforms to enhance their careers.
Students from The BRIT School, a leading creative institution, echoed these sentiments. Nearly half (47%) of the students indicated they had showcased their work on social media to kick-start their careers, while 29% used these platforms to learn how to promote their work.
Supporting the Next Generation
Mastercard is committed to fostering talent in the creative industry. Woolrich stated, “As we celebrate our 25th year with The BRIT Awards, it is essential to recognise how social media continues to evolve and shape the future of music and creative careers. We remain dedicated to supporting the talent of tomorrow and finding innovative ways to connect people with their passion for music.”
