In today’s world, one scroll can change an artist’s life. The power of social media in music discovery can no longer be denied — it’s the new radio, the new MTV, the new word-of-mouth.
Gone are the days when radio stations or record stores were the gatekeepers of sound. Now, social media platforms like TikTok, Instagram Reels, and YouTube Shorts have become powerful music discovery engines — turning everyday listeners into curators and making unknown artists go viral overnight.
At Spicy Model, we believe in the power of visibility and connection. According to Mitchelle Uzorka, Head of Operations at Spicy Model, “It’s important to put out content consistently. Social media can never be overemphasized — it’s your biggest stage.”
She shares an experience of discovering her current favorite song Adunmi by Rybeena ft Joeboy on social media from an influencer’s post, and instantly fell in love with the song.
“I couldn’t stop thinking about it. I searched for the artist, downloaded the song, and followed him on Instagram,” she said.
Her experience isn’t unique. Millions of listeners discover new music every single day on TikTok, Instagram Reels, and YouTube Shorts. The digital stage has become the biggest global concert — and every post, every clip, every snippet has the potential to turn an artist into a star.
So, how can artists make the most of this wave? Here are five ways social media drives music discovery — and how you can use it to your advantage;
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Social Media is the New Radio
Once upon a time, artists prayed to get airplay. Now, one viral video can achieve the same — or even bigger — results. Platforms like TikTok and Instagram Reels act as modern discovery hubs where songs trend before they hit mainstream charts. The more visible your music is, the higher your chances of being discovered by new fans.
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Faces Matter: Build Visual Identity
People love to see who they’re listening to.
“Sometimes, people want to put faces to the voice,” says Mitchelle. Posting videos, behind-the-scenes moments, or even short clips of your daily life helps listeners connect with you as a person, not just a sound. A strong visual identity turns a one-time listener into a loyal fan.
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Influencers Are the New DJs
When an influencer uses your song, you instantly reach a wider audience — just like how Mitchelle discovered Rybeena’s song through Kie kie’s video. Strategic influencer collaborations, dance challenges, or even background music placements in lifestyle content can push your sound to new listeners who might have never found you otherwise.
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Consistency Is Your Superpower
It’s not about posting once and disappearing — it’s about staying visible.
Regularly sharing snippets, freestyles, live sessions, or fan reactions helps the algorithm work in your favor. The more active you are, the more your content gets shown, and the more likely you are to be discovered. -
Engagement Builds Community
Don’t just post — interact. Reply to comments, repost fan videos, say thank you. A single reply can turn a casual listener into a lifelong supporter. Social media allows artists to build genuine communities — not just fanbases.
The Bottom Line: Be Seen, Be Heard, Be You
In the digital age, discovery doesn’t wait — it happens in real time. Every video, every post, every clip you put out is a chance to be heard by someone new.
It’s important to put out content consistently, Mitchelle emphasizes. Social media can never be overemphasized. It’s your biggest stage — use it.
So, to every rising artist out there: stop hiding your magic. Post that clip. Share that freestyle. Drop that behind-the-scenes moment. Someone out there is waiting to discover you.
