Music in The Past I remember years ago when I was first introduced to Khia, the Philadelphia-born rapper with a lot to say about sex, clubbing, and independence. No matter how I felt about the content of the lyrics, it didn’t matter, I was 20 and the song had a catchy hook that reminded me I was young and carefree. In 2024 now a woman in her 30’s of course my outlook on music has changed but so has everything about the music landscape. Why do we not give grace to the 20-year-olds of today who enjoy music from Ice Spice, Sexxy Red, Glorillia, lotto, and Meg the Stallion? Have we become so cynical that we forget about artists like Lil Kim, Foxxy Brown, Khia, Adina Howard, and many others whose music was sexually charged and liberating to women in the culture? What about the new school that’s not the same? Has the Ratchet sound become too dominating over all other types of music? And has social media influenced us to not care about album sales and only about the personality and relatability of the artist? What About Album Sales? Let’s dive into some numbers and a bit of history. In 1996, Lil’ Kim released her debut album, “Hard Core,” which sold over 5 million copies worldwide and earned a double platinum certification from the RIAA when she was just 22 years old. In contrast, Ice Spice, at a similar age, sold around 28,000 units with her debut album, “Y2K!” Social media has had a profound impact on album sales, how music is marketed, consumed, and perceived. One major change is that artists who take advantage of social media now have access to global audiences with a single swipe. Artists can promote their music directly to millions of fans, so why are album sales so low? In theory shouldn’t it be higher? While physical sales have decreased, digital sales have skyrocketed replacing the need for physical copies. Without the help of social media Lil Kim sold 5 million physical copies with her debut album, yet Ice Spice streamed 90 million in digital streams through DSPs like Spotify. It’s impossible to know how many streams Lil Kim would have racked up for her debut album, but something should be said about the hard work required to sell 5 million physical copies. What’s Changed? Social media has drastically transformed the way we consume music in several keyways. Social media has brought changes that would have been unimaginable decades ago. Platforms like Instagram, TikTok, and Twitter have made discovering new music quicker and more effortless than ever before. Artist can share snippets of their latest tracks, which can go viral within hours. TikTok has become especially influential with many songs gaining massive popularity thanks to user-generated videos and dance challenges. Ice Spice for example gained her fame from posting a TikTok video to the “Buss it” Challenge in 2021 that went viral, she used her newfound internet fame to launch her SoundCloud song “Bully” and that fostered her deal with Capitol Records. Lil Kim’s career began after meeting Notorious B.I.G on a street corner where she performed an impromptu rap. No followers, no frills just a talented artist at the right place and right time. Direct connection with the artist is one of the most significant changes brought by social media. Back in 1996, unless you were invited into spaces that allowed you to have a more personal experience with the artist, there was no way to know what the artist did behind the scenes. Through platforms like Instagram Live or Twitter Spaces, we can feel way more connected to the artist without having to purchase anything or attend live events. Next, we must discuss Streaming and Playlists with the integration of social media. This transformation has made it so easy to hear new music, download it, share it with friends, and even use it to create your social media content. We all discover new music without really having to invest time in searching for it. Has this impacted our level of excitement for new music even from our favorite artist? Before social media there was so much anticipation for that latest single or album from an artist. With the music industry being so concentrated with new music on our algorithms, it’s hard to tell what new music we should be excited about. The Pros and Cons Although music has changed, we still have a lot to gain from utilizing social media like increased accessibility and exposure to global audiences, direct artist-fan interaction, viral marking opportunities and campaigns, real-time feedback on projects, and collaboration opportunities. On the flip side, there are downsides to music streaming and the social media influence, like short attention spans, the decline of album culture, buying physical albums and owning intellectual property, the pressure artists are under to constantly produce content, and the authenticity of the artist, when everything is for the approval of social media how do we know when we are getting the real version of the artists or some sort of manufactured industry pleaser? Social media has undeniably changed the scope of the music industry offering many benefits but also presenting challenges that can impact artistic integrity and the traditional music experience that we have grown up with. There is a balance that can be reached, so let’s give grace to the new artist and the seasoned professionals attempting to navigate these unpredictable times. Sources: Lil’ Kim: Biography, Rapper, Musician Ice Spice Reacts To Her Debut Album ‘Y2K!’ Sales (rap-up.com) TikTok has changed music — and the industry is hustling to catch up : NPR Britney Cherry is a multimedia journalist, personality, producer, and radio host based in Chicago. She is the host of “The Social Media Rewind” on 104.3 Jams Chicago and serves as a media host for Digiwaxx. With a passion for storytelling and connecting with audiences, Britney covers a wide range of topics from entertainment to lifestyle, bringing her unique perspective and
