This special summer issue of M sees songwriting — its value, its evolution and what it takes to build a sustainable career from it — take centre stage. Inside, you’ll find cover star Yungblud discuss
For an increasing number of music creators, social media is nearing parity with songwriting in terms of their priorities. Flintz, Thomas Hewitt Jones and Cristale - all of whom have experienced viral success online - tell M about the deepening interconnectivity between music and social media.
'You have to be a content creator first and artist second,' Croydon rapper Flintz says about his current approach to social media. 'Even though we love to make music, we also love to create. In order to get your music heard, you have to make captivating content that's going to engage your viewers. That's how you grow.'
Over the past decade, social media has become a truly transformative tool for music creators. These platforms provide fertile ground for new music discovery, with many artists relying on these spaces to amplify their music to their loyal followers and new audiences alike. With many favouring short- form video content, Instagram is now as much a music marketing platform as it is a social network. Tik Tok's boom during the pandemic, meanwhile, helped springboard emerging artists to viral fame and beyond.
For Flintz, social media has been interwoven with his music career since its inception. The south London native hosted talent shows on Instagram during lockdown before he entered one himself, scoring a 'Golden Buzzer' audition on Britain's Got Talent in 2022 with his collaborator T4ylor, who he met through Instagram. Now focused on his own music, the 25-year-old says social media is one of his top priorities. ▸
'You can't be inconspicuous on social media, as people are gonna think they don't have a connection with you or the music. - Cristale