As the music industry evolves, independent artists are finding it easier to build their audiences and brand, bypassing the traditional business model. Fayetteville rocker Sawyer Hill was like any other, writing songs and gigging when he could, until a quick moment of social media virality sent him on a meteoric rise to prominence. 

“Virality has changed everything about my path as a musician, or at least sped it up,” Hill said. “The main thing that it’s changed is the size of my audience, which is everything to a musician who wants to make music a living.” 

Hill’s recognition came after ritualistic posting of his music, day in and day out, until people began to catch on. Each of his songs has racked up thousands of streams on Spotify alone, one titled “Look At The Time,” soaring to well over a million. 

Hill’s many viral clips on TikTok have generated videos from other users lip-syncing or covering his music, which Hill said was his favorite part of the experience. 

“It’s really crazy to see them resonate with my music in the way that they do,” Hill said. 

Other musicians have found similar success online. Mainstream top-10 acts such as Lil Nas X, Doja Cat and PinkPantheress all cemented their immense followings from viral moments on social media platforms such as TikTok and Instagram. Gone are the days when nobodies would shoot to fame on “American Idol” or “The Voice.” In today’s online world, it is an everyday occurrence. 

These success stories mark a decisive shift in the landscape of the music industry. Not long ago, artists were required to have a record contract to get any sort of recognition. Now, they can market themselves with ease. 

“Now musicians can distribute and promote all on their own,” Hill said. “The power between artists and labels has shifted in the artists’ direction, and that’s a good thing.” 

Because of how easy social media is to access and post to, artists now face an overwhelming amount of competition for viewers’ attention. Tom Benke, another Fayetteville-based musician who has been playing with his band Mildenhall since 2020, said the online musicscape requires diligent attention focused on curating an online presence. 

“It’s probably the most entrepreneurial music has ever been,” Benke said. “But at the same time, it’s hard because you have to represent yourself at all times, in every way. It’s just difficult.” 

Despite the current landscape supporting artist-first self-promotion online, record labels still manage to maintain relevance and hold an important position in the music industry. One such label is Gar Hole Records, an outfit that specializes in “misfit country and folk music.” 

Kurt DeLashmet, owner and co-founder at Gar Hole, said labels can be an important tool in establishing a connection between artists and distributors, making sure that music is heard in a competitive field.  

“There are human beings that work at digital streaming platforms, and I work with a company that’s also made up of people,” DeLashmet said. “There’s one person that advocates for all of my stuff for this (digital streaming platform) and another person that advocates — that’s something that’s not really available via the independent music world.” 

DeLashmet said a label’s identity is especially important in marketing artists when it can be difficult to cut through the noise. 

“I think record labels are especially potent when they do have a true identity to them,” DeLashmet said. “It makes everything we do more relevant and meaningful.”  

The industry is still rapidly changing, and while Hill and others have found success through social media, DeLashmet encourages people to study the attitudes and inner workings of the current scene. 

“Take a good hard look at what actually works, you know, and spend your time doing that, rather than doing things that worked for people 10 years ago,” DeLashmet said. “It really has changed a lot, and it freaks a lot of people out.” 

While the industry changes and internet have people guessing, the only way to actually be heard is to put out music and genuinely promote it, Hill said. 

“As far as marketing goes, it really doesn’t matter,” Hill said. “Label or not, musician or not, you have to market yourself.”