Additionally, artists could control one hundred percent of their aesthetic. It also helped fans see what kind of content was inspiring their inspirations, like Lorde, Grimes, and Beyoncé, who were all actively reblogging ideas and sharing new music. This caused Tumblr to have a very specific and curated aesthetic, which helped change the perception of artists who used it in the early 2010s. Gifs of fan-favorite music videos overwhelmed feeds, as well as artful images of musicians which were usually surrounded by black-and-white photos of sunsets and fashion-forward models. In addition to sharing boy band memes, users also took to Tumblr to follow their favorite artists and discover new ones. The versatility of the platform has led to new extensions of how it could be used, and that’s one of the ways it has evolved.” “The way Tumblr has proliferated memes is not Tumblr engineers sitting in a room going, ‘I think we should create memes!’ It was Tumblr users posting funny stuff about One Direction or making fake romances with members of My Chemical Romance. “Users tend to determine the future of a lot of social platforms - the hashtag was created by a Twitter user,” Simonian continues. Sure, there were some qualms about the rise of these social platforms but ultimately they were giving artists a much-needed voice, which was and remains crucial. Suddenly, a young producer making music in their parents’ basement could have their music played all over the globe without having a label deal or going on tour. But what was perhaps even more groundbreaking was the voice they gave emerging artists. Platforms like Twitter and Tumblr became tools for artists, helping well-known artists establish a personal connection with their fans. The genesis of social media changed the way everything worked, and its impact on the music industry was especially notable. The world had gotten a taste of influential social platforms like MySpace back in 2003, but it wasn’t until Facebook launched in 2004 - and was then followed by Twitter, Tumblr and Instagram - that users realized there was a major shift in digital communication taking place. It was a tumultuous time for the Internet in the early-mid 2000s.
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