[1]The Web is a mammoth portal where music and lyrics, arts and crafts and other miscellaneous content are all available a few mouse clicks away. Upcoming artists now look to the Internet as a platform to realize their dreams of becoming the next Picasso or a famous rap artist by posting a video/link/picture on networking sites, which can propel them to fame overnight.
For instance, international pop star 16-year old Justin Bieber was recently discovered by his manager who came across his performances on YouTube which were posted by Bieber’s mother. Scooter Braun arranged for him to meet with renowned rap artist Usher in Atlanta, Georgia and Bieber was immediately signed to Raymond Braun Media Group, a joint venture between Braun and Usher and then to a recording contract with Island Records. Similarly, Yale students Sam Tsui and Kurt Hugo Schneider, a singer/guitar player duo remixed a popular track by pop artist Lady Gaga, and this video which was uploaded on YouTube, garnered more than 1.2 million views. Their version of TV show Glee’s take on “Don’t Stop Believing,” also amassed more than 3.5 million views. Industry experts say this duo is the next international singing sensation and would soon be picked up by a well established record company. These are clear examples of how youngsters these days take matters into their own hands and believe in shaping their destinies, as opposed to previous years where talent agents were sought after.
International artists alone are not looking at leveraging in on social networks, as youngsters in India have also taken a proactive approach to showcasing their talents. In recent years, students in fashion design institutes in India have been using networking sites like Facebook to upload pictures of their latest designs. The appetite for music in India is vast and almost everyday a music aspirant posts a link to his or her video on YouTube or to a track they recently mixed. “I have found about 40 artists, be it lyricists or singers through Facebook,” reveals Ricky Kej, an established music director in Bengaluru. Kej says he encourages fresh talent to add him on the website, which has enabled many artists and clients to approach him directly.
Aamina Shazi, an upcoming artist who specializes in digital art, plans to showcase some of her artwork on Facebook as a prelude to an exhibition she will host in July. “When you are dealing with art, it is all about attention to detail. So with so many people viewing it on a site like Facebook, you are bound to get an opinion on something you may have missed while creating the picture. This helps as you are not always showcasing the final piece as you would in an exhibition, and you can always rework it with the inputs given, then put it back on again on your wall,” says Shazi. Yet another aspiring photographer, Mathew Thomas says he regularly uploads his photography on his Facebook ‘wall’. “I got inspired to put up my work on Facebook after I saw my friends showcasing their work. On an average
about 14-15 people “like” each picture I put up,” he
reveals.
Social networking has proved to be a very effective form of marketing and even established players in the entertainment industry use this as a platform to showcase their work and constantly keep in touch with their fan base. “I put up samples of my music work for a few people to view and this helps me get an unbiased opinion,” says Kej. Recently, Bollywood movie director Onir Anirban, who is known for movies such as Bas Ek Pal and My Brother... Nikhil launched an initiative on Facebook to attract funds and talent for his latest movie “I AM”. Anirban posted a message on his wall asking fans to contribute any amount they could towards the movie and in the process, also looped in technicians and actors through the social networking site.
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