The world was always going digital but covid definitely accelerated it. With people being online a whole lot more, the way we consume content has changed. People are increasingly looking at social media platforms as a source of entertainment in comparison to pre covid times where people looked to social media as a news outlet. It's also changed the listening habits of consumers. People are more open to listening to different music because they have the time to digest it.
This change has been kind to content creators because the internet has become our main way of staying connected. People are open to seeing their favourites acts release visual content they can enjoy, like live stream performances. Could you imagine someone asking you to watch them perform a few songs on IG live in 2019? You probably wouldn't have tuned in because the world was much faster back then.
Platforms like Colors shine a light on some of the freshest talents from around the world through their Colors show on YouTube. Riky Rick has always been one person who has pushed the culture forward and he has continued that with his platform Cotton Fest's 'The Yard' where artists perform their songs. What I love most about this, is that it's a genre-less show that focuses on pushing youth culture forward. Below are my two favourite episodes.
Music videos are essential in helping an artists songs live longer and more than anything, humans are visual creatures. Lyrical Lemonade has been vital in breaking up and coming acts like Juice Wrld to a commercial level by giving them high-quality music videos. In South Africa, Clout Cassette is doing exactly that. They have done music videos for big acts like A-Reece, Lucasraps and MashBeatz as well as up and coming acts like Southside Mohammed, Parlemo and Try Again.
I think platforms like these are so important for the culture. They help us connect with the artists we love and they help keep their stories alive and I can't wait to see what these platforms are going to offer us in future.