Clout Chasing - Is it worth it?

Clout is a word that pops up frequently nowadays. When utilised properly it can actually be a great marketing tool in today’s internet-saturated culture, where popularity is more important than talent.

Image of Tory Lanez
Image of Tory Lanez by Renee Thompson via Unsplash

While clout has always existed it has done so without the extremities of social media.

Social media presence is undoubtedly the defining characteristic of success in today's society. The internet has always been a powerful tool, but it seems artists have been able to leverage it more than ever.

COVID-19 has definitely spurred a new wave of “clout-chasing” in the music scene, because like any other business, the virus has really stopped people’s bag including celebrities. It’s no surprise the music industry has become even more of an entertainment business, heavily relying on virality, drama and shock-value rather than talent. Nowadays it’s pretty easy to go viral but attaining long term success is a whole different story. To stay relevant in a sea of thousands of artists, many with similar sounds, is difficult.

Many artists rely on platforms such as Tik Tok for success, and they get it, but it doesn’t mean everything that gets put out is actually a song that will end up as a classic. In no way am I saying these songs are bad, but they all seem to follow a similar template that ensures viral success, e.g. catchy lyrics that you can make a popular dance to.

There’s no secret formula. And while I do enjoy some viral songs, I couldn’t tell you much about the artist and any of their other work. The artist and the music become separate entities.

So, in order for success the artist must: