In the early aughts, MySpace revolutionized the way musicians were able to share their work and interact with fans. Fast forward to 2014 and while MySpace isn’t exactly top of the list anymore for musicians, if you’re in the music biz and you’re not using social media - Facebook, Twitter, Instagram and other music-specific platforms like SoundCloud - to build and connect with a fan base, you might as well be playing air guitar. Here are five artists who have struck a chord with their fans through social channels.

Childish Gambino

Looking for a self-aware musician to emulate online? Childish Gambino (a.k.a. Donald Glover, a.k.a. that funny dude from Community) fits the bill. Never afraid to speak his mind – or bare his soul – to the public, the rapper/actor doesn’t lack for interesting things to say, and uses all his channels to do it. For instance, last year, before the release of his album Because the Internet, Glover posted a series of open letters on Instagram detailing his fears about life, how he’s perceived and much more. Glover’s Internet delved into his relationship with the digital age, so he’s obviously invested in it, and his stream-of-consciousness tweets are always engaging, especially when they veer on the cryptic side.

Marketing Takeaway: Honesty is engaging

Chromeo

Ask a group of social media experts the secret to engaging with your community and many will likely tell you that a key ingredient is injecting your online presence with personality. Chromeo, a popular pop-funk duo from Montreal, has personality in spades, and their fun vibe practically jumps through the screen and dances with you. Yes they use multiple platforms like Instagram and Twitter to engage with fans, and they fill their SoundCloud page with remixes and new tunes, but it’s the way that they expertly reflect the feel of their music and the personality of the band through their social media that makes them an interesting follow, and it’s integral to the band’s integrity and credibility. Like their music, their channels are fun, flirty and always good for a laugh.

Marketing Takeaway: Let your personality shine through

Kanye West

Nobody uses the power of provocation better than Kanye West, and his all-caps Twitter rants have become performance art in and of themselves. But while Kanye’s rants can often be dismissed as just white noise, a keener eye will glean that West’s social media use has plenty of strategy in among the shouting. West will often disappear from Twitter for weeks at a time only to return, keys blazing, with a rant, or a public feud (see Jimmy Kimmel) or a link to a new video that will be the talk of the Internet for 48 hours. West has a volatile relationship with the media, but he has a canny understanding of how to manipulate it to get what he wants, and he knows oftentimes the best way to be heard is to shout the loudest.

Marketing Takeaway: Don’t be afraid to be provocative

Sky Ferreira

For one of the best examples of young musicians who get social media, check out Sky Ferreira’s Tumblr page. A random collection of Instagram photos, press clippings, links to music and other bits of media, Ferreira’s page seems like it belongs to the coolest friend you know. Tumblr is an intriguing way for musicians to build a fan base, because it’s a useful tool for fans to connect with their idols. It’s personal in a way Facebook and Twitter aren’t, and it’s also much more visual, and that much easier to get lost in. The relationship between musicians and fans is very often an emotional one, and the more a fan relates to an artist, the stronger the support.

Marketing Takeaway: Use the right medium to connect with your unique audience

Ezra Koenig (lead singer, Vampire Weekend)

Fans of Vampire Weekend’s witty, dense lyrics will feel right at home following the band leader’s Instagram and Twitter accounts. Koenig is a treat to follow on Twitter because he’s always game to banter back and forth with his fans, make self-deprecating jokes or offer up a clever turn of phrase.

The same goes on his Insta, where the singer proves time and time again that he’s got serious selfie game. It’s instantly easy to like Koenig the person and not just the musician after checking out his channels.

Marketing Takeaway: Be likeable

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Main image: Flickr/Movie Stars and Rockets