On summer evenings, when I have my apartment windows open to catch a breeze, I hear the sound of rhythm and blues coming from the Vets club next door. Each day, except Sunday and Monday, a new soloist or band performs. 

Hearing the numerous performances each month has had me thinking about a musician’s gig life and how it typically involves a familiar routine: they arrive, set up on stage, perhaps arrange CDs for sale on a nearby table, perform for a couple of hours, then pack up, only to repeat the process the following night at another venue.

It’s a challenging lifestyle, but musicians are passionate about performing and in most every Oregon town or city; be they in Eugene, Klamath Falls, Pendelton, Portland, or elsewhere, you’ll find a cadre of bands and soloists dedicated to sharing their music with audiences who eagerly anticipate their nightly shows.

In the past, musicians aiming to gain recognition or expand their audience beyond the local club, bar, and venue circuit have faced significant hurdles. Typically, their means of building a fan base relied on word-of-mouth recommendations, posters, occasional newspaper reviews, and sometimes limited media coverage. The emergence of social media has greatly simplified the path to wider recognition for aspiring musicians.

I recently came across the story of Francis Greg, who hails from Cebu City, in the Philippines. Greg was singing and playing a cajón (beat box) with a local band, Stereotype, when he and other musicians around the world faced the suspension of live performances due to the COVID pandemic.

It was purely coincidental that, during this challenging period, a cell phone video surfaced on TikTok, shared by his girlfriend, showcasing his captivating rendition of Lukas Graham’s “Love Someone.” To his astonishment, the video not only gained recognition locally but also garnered worldwide attention.

Making the most of this new recognition and opportunity, Francis has negotiated the intricacies of bridging his local post-pandemic live performances with a global virtual audience. His music can now be found on YouTube, TikTok, Facebook, Twitter, Instagram, and various streaming services.

Taking a look at his online presence offers valuable insights into his use of social media to connect with fans. It’s straightforward and practical and caters to the essential requirements of social media and now connects with millions of fans across multiple platforms worldwide. It is an adaptable model for any soloist or band to follow.

Presenting An Image

The way a musician presents themselves on social media significantly shapes how fans perceive them both as an artist and as an individual. Greg, for example, projects an image of self confidence and relaxation in his online presence. Many of his spontaneous posts have an informal tone, reminiscent of a friend casually sharing their music with another friend. It’s this approachability that endears him to his fans and plays a crucial role in building his dedicated following.

Fans have discovered, when listening to him sing, a humble performer with a voice that has a unique clarity, distinctive vocal style and soulful quality that often evokes an emotional response in both his devoted audience and newcomers alike. Experiencing the full scope of his tenor range is akin to receiving a heartfelt gift from an artist to his fans.

Creating Content – Virtual Performances

New content keeps fans interested and coming back. One example is Greg’s carefully crafted video of his solo cover rendition of “Come What May” by Air Supply.

The scene is that of a peaceful ocean-side beach during late afternoon with long shadows stretched across the sand. He sits on a beatbox wearing his trademark casual T-shirt, ball cap, and on this day he’s barefoot. He performs before a standing microphone. 

The filming involved the utilization of both a steadicam and an aerial drone camera. Despite the seemingly straightforward shoot, achieving precise synchronization of lip movements with the pre-recorded soundtrack was imperative. It was in the studio, once the filming was completed, that the audio was seamlessly integrated with the on-location footage, culminating in the creation of an engaging video.

Social Media and Collaboration

Social media has the potential to create new collaborative opportunities, as it has for Greg, even when the other artist is far away. An example is his collaboration with the talented keyboardist Dave Moffatt, from British Columbia, as they performed a rendition of “From the Ground Up” by Dan + Shay.

This production was filmed in two different locations. Moffatt’s segment was filmed against the breathtaking backdrop of Parangtritis Beach in Yogyakarta, Indonesia, while Francis’s scenes unfolded near his home on the shores of the Durhan White Beach Resort in Cebu, Philippines.

Such a production required careful planning, encompassing logistics for filming in two different countries, ensuring the synchronization of keyboard and vocals in both locations, and the development of special effects like the split screens used in the duet sections. All of these elements, when edited together, create a seamless and enjoyable visual experience for viewers.

A similar collaborative synergy is evident in the music video “Open Arms,” featuring the Canadian duo Music Travel Love, (Bob and Clint Moffatt), filmed in Sweden and the Philippines. 

Interacting With Fans

Social media enables interaction between musicians and their fans. Artists can respond to comments, host live Q&A sessions, and build a more personal connection with their audience. This engagement can foster a loyal and dedicated fan base and provide immediate feedback as to what resonates with fans.

Fans appreciate feeling like they are members of a community. To foster this connection, Greg sets aside time to engage with his worldwide audience through Facebook Live. 

Participants have the opportunity to send him messages, and in response, he gives shout-outs, makes comments, and fulfills song requests. While the sheer volume of fan messages on his screen may limit his ability to respond to all, the viewers’ experience is marked by a sense of personal attention and connection.

Managing fan interactions takes time and commitment. Adding this task to the generation and distribution of fresh content is a responsibility one needs to carefully consider before venturing into social media.

Empowering Musicians

Much like it did for Francis Greg, social media has the potential to empower local musicians in Oregon, the Northwest, the Philippines, or anywhere, by creating new avenues for independent promotion and music sharing. It allows artists to establish direct connections with their fan base, boosts recognition of their music, and extends a welcoming invitation to diverse audiences well beyond the borders of the local music venue.