SOCIAL MEDIA ANALYSIS
1. Conventions for Social Media of music artists - INSTAGRAM.
As niche as an artist's social media page can be, showcasing their individualism and personality, there are still quite a few similiarities between singers or bands' account in terms of the type of content that is published or promotion campaigns. The more influential the figure, the higher the chances of their social channels to be managed by a marketing team; therefore, they may be a lot more curated and meticulous.
To begin, the avatar of an artist's page is usually their face to ensure the recognition from the viewers, or sometimes (more marketing purposes) they would replace it by the cover of the performer's newest album. Next, in the biographical section, 2 things are most likely to appear: "[Name of recent album] out now" - advertising for new product (in this case a full album); A link to a different web page - what the link guides to isn't fixed but varies, for example: a page that allows for purchase of artist's merch, tour/concert tickets, exclusive versions of products (deluxe, limited albums), new music videos, etc.
Regarding posts, these are the conventional content that would frequently appear:
- Photoshoots with Magazines or brands - Usually enhance fashion and status of the artist (especially when it is a luxurious brand).
- Promotion to artist's personal events - Schedule for international tour, concert arenas, official setlist for performances, other creative projects (movies, interviews, behind-the-scene or rehearsals).
- Use of Cross Media Convergence - E.g. links to the Youtube video with other entertainment corporates.
- Show recaps - Photos from shows at different cities or countries.
- Highlights of accomplishments - Award nominations or wins, streaming records.
- Product branding - The artist's own brand (perfume, makeup, merch)
- (Occasionally) Daily life content - Sometimes the viewers get to have a "peek" into the artist life (funny photos of their friends, working in the studio, going to parties, etc)
1. Analysis of existing artist's Instagram.
Link to Billie Eilish's Instagtam: Click Here!
Her avatar follows the conventions stated above as it uses the cover to her newest album "Hit Me Hard and Soft" - which is also mentioned in the biography section with the phrase "Out now", indicating the availability of the album for streaming, meant to urge the audience to check it out. Along with that, a Linktree is also on display - Linktree allows for the creation of a customizable page that consists of all the links that one would like to share with his or her audience.
Within the Linktree, all of Billie Eilish's media accounts are collected and presented: from all her social media (TikTok, Instagram, X) to Youtube and Spotify. Right below are more direct links: Hit Me Hard and Soft title track "Birds of a Feather" Official Music Video, along with 2 other "MVs" - "Chihiro" and "Lunch". This serves the purpose of accentuating Billie's latest work to music listeners.
Following those are links to her shopping website of the "Hit Me Hard and Soft" or all official merch, "THE TOUR" or concert tickets as well as a place for fan member to sign up to be a part of Billie Eilish's mailing list - to get news and updates from the singer's team themselves through email.
Overall, the inclusion of the link not only speaks to Billie's major impact in the industry of having a strong presence across different platforms in media but also gives the audience an idea of her "Global Indie-Pop Star" status.
The first three pinned posts are teasers, or visualizers, of the "Hit Me Hard and Soft" album. This helps create stir within her fandom, raising awareness to boost interaction once the album was released.
[At the top row]
We could see multiple photoshoots and covers Billie has done and featured in with well-known publishing companies, namely VOGUE. This signifies the effects of collaboration within media conglomerates, in this case is her record label and Vogue.
[Bottom row]
Numerous of her achievements as an individual as well as with her partner in music (Finneas - her older brother) are also shown. The photos show the 7 Grammy nominations "Hit Me Hard and Soft" the album received, as well as Billie and Finneas receiving their Golden Globe and Oscar award for their winning track "What Was I Made For" - Barbie (2023) soundtrack. This emphasize Billie's talent and skills, reinforcing her image of a person who persevered with dedication and real techniques.
Additionally, as Billie Eilish is a global Indie-pop icon and goes on numerous tours every few years, particularly after a successful album release, lots of "recap" posts can be seen of her performances at different arenas and stages - interacting with fans, images of the huge crowds.
PROMOTION & MARKETING CONTENT
Billie’s page also includes posts that serves the purpose of promoting and advertising her products, namely her fragrance line - “Eilish”.
The remaining posts are mostly of Billie's daily life, or often referred to as "Photodumps" on Instagram - it is commonly understood between social media users as a post that consists of random photos that doesn't necessarily have any connections between each other and is shared for fun:) In general, the captions below each posts on Billie Eilish's account are kept fairly simple and straightforward. However, there are certain exceptions where it seems as though Billie herself crafted the lines to the content which is uploaded, indicating how those events can be seen as somewhat more significant to her.
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Unlike Billie Eilish who has been a part of the mainstream line of musical artists and considered as one of the A-listers for quite some time, Gracie Abrams, despite having her own successes and hits in the industry, is still considered a more niche artist with a smaller fandom. As a result, there is a clear difference in the level of curation between Gracie's and Billie's Instagram account - as Billie's posts are exposed to a much larger population and therefore higher risk of negativity if there is a slight mistake in what is disclosed. Her avatar isn't her album cover, but it still follows the convention as her face is almost completely visible which ensures that people can recognize, or distinct her as the singer through her face.
Looking through her feed, it can be observed that it is more casual, with less high-quality photography and more "iPhone-photos". A lot more daily content is visible, intertwining with more professional, promotional posts - She posed as the model for Vogue Mexico and took part in multiple photoshoots with the Magazine company and other brands (e.g. Chanel)
At the same time, the Instagram page is also used for marketing purposes for Gracie's personal events - her own concerts and tour schedules or dates.
<= the captions on each posts are long and more elaborated, signifying Gracie's dedication to express her gratitude at all times.
We can also see how the background photo for the "The Secret Of Us Tour" in the UK as well as Australia and New Zealand is the same, while the deluxe tour is different. This is to make the post more prominent as deluxe album is often associated with being more "special" or exclusive.
Gracie's page also re-uploads her live performance from other platforms (mainly YouTube). This not only help spread the word of her talent - beating "lip-syncing allegations" which is increasingly becoming more of heated debate on social media of artists not being able to perform without playback (or back tracks) to support their supposedly "weak" vocals - but also create motivation for viewers to tune into Gracie's works on other sites.
Same practice on official music videos (this is the snippet to the chorus of the title track "I Love You, I'm Sorry").
Moreover, Gracie Abrams is an artist known for her beauty and fashionable outwear, which explains the inclusion of many behind-the-scenes of Gracie getting ready for important events, such as award ceremonies, Magazine interviews or fahshion shows - putting on outfit, close-up on makeup looks and pictures with her "glam-team", or her stylist and makeup artist.
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