MGMT say social media “dilutes” the mystery behind music
Stephen White, writing for The Journalist:
“American psychedelic-rock duo MGMT have stated that they think it’s not “healthy” for artists to over share information on Facebook and Twitter. MGMT members Ben Goldwasser and Andrew VanWyngarden spoke to Digital Spy while promoting their recently released self-titled album, and commented on how the pair did not feel comfortable and felt almost obligated to keep fans constantly updated on their progress with the LP.”
In a previous post about the leaking of Jessie J’s new album I ask “Is the mystery in music disappearing thanks to social media?” That instance and the comments following that post focused more on the ethics and legality of leaked content. However, it does highlight how multifaceted the issue is. The boys from MGMT seem to agree with Jessie J but for a very different reason – they don’t particularly like using social media.
MGMT frontman VanWyngarden is quoted as saying “I think that’s what’s so incredible about Daft Punk, how complete their myth is and impenetrable their image is – it’s pretty amazing.” While I do agree in part, it is worth noting even the mysterious French duo have in fact had that image penetrated just this year when a photo was ‘leaked’ on Facebook and quickly shared around social media of the guys sans helmets.
But why shouldn’t artists engage via social, making themselves in some way available to their fans who adore them and who are ultimately responsible for the success or failure of their careers?
Music fans are customers of the music industry. In other industries it is often said that the customer is always right. So in this case when the trend is for customers to want engagement, or what can be thought of as a kind of online interactive digital Access All Areas pass, in the form of replies to questions on Twitter, Facebook updates, snippets of new tracks on SoundCloud or Instagram pictures from the studio and so on…are they not right? Artists who are firmly in the pro-social camp are Example who uses Facebook like a pro, Diplo who is one of the more interesting people on Twitter, Kanye West also likes to tweet up a storm, and One Direction are over just about every social platform there is, which is arguably why they are so hugely successful. These artists are where the conversation about them and their music is happening. Social is an integral part of their brand and is dare I say almost vital to their success.
(Image: Forbes)
In an article published earlier this year that looked at the connection between the use of social and Grammy award success, Anthony Kosner said Mumford & Sons were “the Pinterest of contemporary musical artists because like the pinning service, their success is based more on their ability to build community than solely on the strength of the product.” Frank Ocean was also noted for using Twitter to create and maintain a “clear channel of communication with his fans.” No one is saying successfully using social media to build and maintain a loyal fan base is easy. Obviously artists must have a social media strategy to have this kind of success but they must also have a willingness to be open and engage in dialogue with their fans. Simply deciding you don’t want to because you don’t like social media doesn’t really seem to be a viable option anymore…at least for those artists that want a statuette.
Do you agree there needs to be mystery behind bands and artists? Is it even possible anymore?
sallyaboutsocial 