Social media can feel like a double-edged sword to the up-and-coming artists of today. A well-tailored Twitter feed full of viral posts can catapult an otherwise small-time musician into fast fame, and imitating the antics of influencers is a sure way to gain attention. But for many artists, especially those with only a few releases under their belt, it can feel unnatural to try and wedge into the game of making memes and lusting after internet followers. And in an overly saturated market, in which so many thousands of artists climb over each other to get noticed, only a lucky few will see results. Even the artists who resign to hiring marketing experts or paying for influencer campaigns can fail in their efforts, as plenty find themselves unable to sell tickets or merch despite their blue checkmarks.

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