In today’s digital landscape, social media serves as a dynamic platform for launching music careers, providing aspiring artists a direct path from bedroom studios to international stages. The reliance on traditional gatekeepers like record labels and radio stations has diminished, as platforms such as YouTube, Instagram, TikTok, and SoundCloud empower musicians to showcase their talents and reach global audiences from the comfort of their homes. Numerous inspiring success stories exist, from Justin Bieber’s rise on YouTube to Billie Eilish’s breakout on SoundCloud.
Here are 10 musicians who made a name for themselves through social media.
1. Justin Bieber
Justin Bieber embodies one of the most famous success stories of social media discovery, having been discovered by manager Scooter Braun after posting videos of himself singing on YouTube. His viral performances led to a signing with Usher’s label, catapulting him to global pop stardom.
2. Shawn Mendes
- Platform: Vine (RIP) and YouTube
Starting with six-second covers of popular songs on Vine, Shawn Mendes caught attention and built a substantial fanbase. He eventually signed with a record label, leading to a successful career marked by multiple chart-topping hits.
3. Lizzo
- Platform: Instagram and TikTok
Lizzo rose to fame through powerful posts on Instagram, where she championed body positivity alongside her musical talent. Her viral content and breakout single “Truth Hurts” transformed her from an indie artist to a mainstream star.
4. Billie Eilish
- Platform: SoundCloud and Instagram
Billie Eilish first gained traction on SoundCloud with her song “Ocean Eyes”, which rapidly went viral. Her distinctive style and haunting vocals drew attention, ultimately leading to her signing with a major label and critically acclaimed debut album When We All Fall Asleep, Where Do We Go?.
5. Post Malone
Post Malone gained initial recognition by sharing a viral cover of “White Iverson” on YouTube, which led to a record deal with Republic Records. This track became a hit, establishing him firmly in the hip-hop and pop genres.
6. Halsey
- Platform: Tumblr and YouTube
Halsey gained recognition by sharing her original music and poetry on Tumblr. This engagement captured the attention of fans and industry professionals alike, eventually leading to her record label signing. She is celebrated for her unique voice and the blending of indie pop with electronic influences.
7. Chance the Rapper
Famous for his mixtapes released independently on SoundCloud, Chance the Rapper gained profound recognition with Acid Rap. He utilized social media to cultivate his fanbase and creatively provided music for free, further solidifying his place in the music industry.
8. Olivia Rodrigo
- Platform: Instagram and TikTok
Olivia Rodrigo shot to fame thanks to viral TikTok videos where her debut single “drivers license” was widely used. This exposure helped her become a pop sensation with the release of her debut album SOUR.
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9. The Weeknd
- Platform: YouTube and Twitter
Before becoming a global superstar, The Weeknd anonymously shared his music on YouTube. His early mixtape House of Balloons garnered significant attention and his engaging Twitter presence ultimately helped him secure a record deal.
10. Troye Sivan
Troye Sivan initially gained fame as a YouTuber, where he posted covers and participated in various video projects. This early social media presence helped him establish a dedicated fanbase, paving the way for a successful transition to pop stardom with albums like Blue Neighbourhood and Bloom, which received critical acclaim.
