The Algorithm Artist:

How Social Media Shapes Musicians Identities and Branding

Presented at the Networked Narratives: Interconnected Identities 2025 Conference at San Diego State University.

(March 13th, 2025)

In today's digital landscape, musicians are no longer defined solely by their music; they must also craft and maintain marketable online personas. Platforms like TikTok and Instagram have fundamentally changed how artists engage with their audiences, demanding content
creation beyond music. This shift reflects a broader cultural trend, captured by rapper Jay-Z's famous quote, "I'm not a businessman; I'm a business, man." In this new paradigm, musicians are expected to commodify their music and artistic brands to succeed within social media algorithms.

To explore this shift, this research analyzes the content of musician’s social media posts, comparing the performance and audience interactions of content that highlights musicians' original music versus content focused on non-musical aspects of the artist’s brand. Case studies of new artists like Sorry Ghost, a local band that gained fame through memes, and established acts like Weezer, who have embraced meme culture, will illustrate how different types of online content perform.

The study utilizes multiple theoretical frameworks to guide its analysis. Mark Fisher's concept of "business ontology" suggests that capitalism's pervasive influence results in all aspects of society being viewed as businesses, requiring musicians to operate as profit-driven entities in a market-oriented environment. Henry Jenkins' "participatory culture" theory explores the dynamic, two-way relationship between musicians and their fans, where continuous engagement is essential for maintaining relevance. By applying these frameworks, the research examines how the commodification of musicians' identities impacts their artistic output and whether this shift devalues original music in an increasingly digital, algorithm-driven world.