Social media’s convergence into our everyday lives gave marketers a new outlet to promote brands. In the music industry, artists inevitably become a brand within themselves. Album art and music videos allow for a star to share their aesthetic eye with an audience. Social media allows for more personal content to be uploaded by fan’s favorite singers and bands.

The level of reach you have to your favorite celebrities is greater than ever before. Facebook, as a platform, is the most indirect social media platform if you’re looking to reach your idols. Facebook pages for singers/bands are generally run by their management and their feed is primarily promotional. The most personal a majority of musician’s Facebook’s get is a snippet of one of their stadium-filled concerts for social media fans who couldn’t attend. Twitter and Instagram differ from Facebook in terms of personality. A majority of artists run their own Instagrams and Twitters so the posts they upload are direct from the star’s laptop or smartphone. Self-shot videos and photos are taken as well as rarely using Facebook’s Facebook Live feature to stream themselves over live video on their Facebook profile.

One young American female artist in the alternative scene turned her social media platforms into a lifelong career.

Billie Eilish

7.1 Million Instagram Followers

3.8 Million YouTube Subscribers

1.5 Million Facebook Likes & Followers

683K Twitter Followers

Billie Eilish began garnering attention all over the internet in early 2016 – and continues to do so even though she’s never released a debut album. A singular recording uploaded to Soundcloud blew Eilish into the public spotlight. A song co-written by her brother, “Ocean Eyes,” was released in March of that year. Using the same site, Eilish uploaded a second song onto Soundcloud titled “Six Feet Under.” Eilish’s fame began to grow across the web as her breathy, melancholy melodies were shared across different platforms. Internet fame scored her a a signed deal to Interscope/Darkroom Records who then published her Soundcloud debut song worldwide in November of 2016 – getting it Platinum status in the USA and Australia. Eilish, having found fame across the world – began to build herself as a brand through her social media. Eilish’s Facebook and Instagram are perfect examples of her personality. Her Instagram (@wherearetheavocadoes) is drenched in photos of her adorning her unique taste in fashion. Eilish has made a huge deal of letting the world know about her self-esteem. The 16 year old is constantly decked out in full Gucci attire, accessorizing with low hanging chains and puffer coats. The LA native also runs her own Twitter account (@billieeilish) which has become famous for her candid tweets and spelling of slang.

The lifestyle she chooses is bold but it’s eye catching. She’s bringing baggy clothes back and the internet is far from upset.

Eilish has built a brand and a personality for those who listen to her music. As a fashion company would design an archetype for the person who will shop their clothes; record labels create the personalities for their listeners. Eilish appeals mainly to girls – teen to young adult who find humor in her slang and quips that’re often featured in her music. While the listeners of Eilish’s music are bad chicks on the outside, they’re nothing but melodramatically heartbroken behind the scenes while maintaining a cynical narcissism about boys.