While most artists from indie musicians to international superstars are found cheating the system, the numbers can no more give us the true picture. Today hundreds of faking practices have proliferated to buy likes, views, shares, and followers. Hence the trend does not point out to a healthy outlook among the users.

Social media is where the users are vigorously striving to expand their networks to make money or for professional clout or to brag their rights among their friends. Such engagements are benefiting the social media companies to enhance their value. The phenomenal rise in social networking has given way to a mad race to purchase as many endorsements as possible.

Where the trend is pushing us

The increasing hunger to increase tallies on social media sites like Facebook and Twitter has led to the breeding of a new industry that has seen the proliferation of brokers who are capitalizing on the idea by hawking likes and followers. The social media companies are now struggling to police this malady. Some of these cheating schemes include click farms that employ low paid workers to click the ‘like’ button repeatedly, view videos and retweet the links. Support is also extended by supplying fake profiles or true accounts that hackers have stolen and used to endorse the profiles without the knowledge of the owners. A lot of businesses, celebrities, and some government departments have purchased fake Facebook likes, Twitter following, and YouTube views in order to inflate their social media presence.

What is happening with indie musicians?

In addition to musicians or celebrities, even common folk are buying fake likes and false followers. Due to this unhealthy trend, indie artists are made to believe that their projection and web presence are the factors to decide their initial marketing efforts. In future, it is expected that posts that are not paid will become less visible in future. Therefore, for promoting a new album, an artist will have to pay some money to the social media sites. The suggestion is that new media and technology has never been able to give us a level playing field. Investors are no more seen interested in building the market for talents. The scene is making it difficult for budding artists to escape the risk and trade their creations before potential investors.

By Patrick Hill on June 2, 2018.