Millions of users go on social media, often using the apps multiple times a day. Well-known platforms, such as Instagram and TikTok, feature short-form videos as their primary entertainment. Many users are familiar with trending songs used in the background, rarely noticing when new songs come into the picture, yet this is a common way for an artist to gain attention.
Conan Gray sold out the Prudential Center on February 27th for the ongoing Wishbone World Tour. A crowd of 16,755 fans, the venue’s capacity, sang along to his lyrics, with thousands more watching through Instagram livestreams and videos. While Gray is still gaining popularity, his success did not happen overnight. “Grow,” his debut single, was released in November 2018. His first album, Kid Krow, was released less than two years later, and the single “Heather” eventually peaked at number 46 on the Billboard Hot 100. But what caused the song to become so popular?
“Heather” was released in March of 2020, the same year TikTok rapidly gained its popularity. Users on the platform started the unofficial “Heather Day” on December 3rd, referencing the lyric, “I still remember, third of December.” Although the creators of the trend are unknown, Gray’s song quickly became a widely used sound, appearing in millions of videos across the platform.
Social media has continued to help Gray’s career grow long after the song first went viral. Before becoming a mainstream artist, Conan Gray built an audience by posting vlogs and song covers on YouTube. His listeners acknowledge his growth. Naomi Moffet ‘29 mentions how “Conan Gray has so many supporters who follow many of his social media accounts, and they help him become a bigger artist and feel seen.” With over 20 million monthly listeners on Spotify, he has achieved the level of success many small artists aspire to.
However, social media popularity does not always guarantee long-term success. Songs can trend for many reasons: listeners may genuinely love the music, users might participate in trends, or some may even share the song to criticize it. Even negative attention can boost a song’s visibility, however. Moffett comments, “Usually a trending song could boost an artist’s career or even start it.” While viral popularity can launch an artist into the spotlight, maintaining that attention can be significantly harder.
Similar to Gray, another artist, Olivia Rodrigo, grew up in the public eye. She first appeared on Disney Channel’s Bizaardvark and later gained recognition by landing a role in High School Musical: The Musical: The Series for three seasons. Sianna Ecklund ‘29 explains that “the show was a good way for Olivia Rodrigo to begin forming her fan base before her debut as a singer.” When Rodrigo released her debut album, SOUR, in 2021, the music quickly spread across social media platforms, helping her songs reach a global audience. After winning three Grammys in 2022, her career seemed established. However, gaps between releases and constant public attention have left many fans speculating about her future projects.
An unexpected artist who rose to fame is actor Joe Keery, famous for starring in Stranger Things. Going by “Djo” in the music industry, he has released four albums in the past seven years. Social media brought awareness to his music career. Some time after “End of Beginning” was released, the song gained huge traction online, and recently peaked at number 6 on the Billboard Hot 100 in mid-January.
Social media has become one of the most powerful tools in the music industry. Platforms allow artists to reach large audiences quickly, whether through viral trends, communities, or algorithm-driven recommendations. Although going viral online can increase an artist’s popularity, they need to maintain a positive reputation with their audience and release new music.
