For modern musicians, the spotlight doesn’t just shine on the stage, it glows from every screen they appear on.

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Rose Crelli.

But how can musicians tune their social media to aid their career—and should they? It’s a question best left answered by the musicians themselves. 

“Sixty percent of my performance bookings come through social media,” Rose Crelli, a violinist who graduated in 2022, said. Crelli has toured with musical artist Kygo in San Francisco, Seattle and Vancouver, and performed the national anthem and halftime entertainment for NBA, MLB, and NWSL games. “My opportunity to perform halftime for the NBA Golden State Warriors at Chase Center came through Instagram,” Crelli added. Currently her account has 16,000 followers, with her most popular post pulling in just under a million views. 

“I don’t consider myself an influencer,” said current voice student Mumtoz Ochilova, who has just under 30 thousand followers. “I use it mostly for myself and personal branding.” In addition to vocal performances, Ochilova posts topical and relevant content like “a day in the life of an opera singer,” and has learned that “funny content gets more attention.” She continued, “Storytelling is important to keep audiences tuned in,” and while booking gigs isn’t her main goal, Ochilova says the account has led to a few performance opportunities. 

Under the umbrella of the Professional Development and Engagement Center (PDEC) at SFCM, students learn about social media in classes around digital marketing. “I believe all musicians should give social media a chance,” said musician and professor Tiffany Valvo, who teaches the digital marketing class. 

“Yes, social media can be chaotic,” Valvo continued, “But it also offers a platform to share perspectives and make connections that literally change people’s lives. That’s too important to ignore.”

SFCM's Warren Wolf.

But, she adds, how young musicians should use social media though is up to them, “Instead of looking at it as a promotional tool, or marketing, I encourage students to look at it as a place to provide value and share as part of their creative work, whether that’s by entertaining, enlightening, or educating their audience.”

“Today's students have a huge advantage as far as reaching out to their favorite artist, getting more eyes on their work, and just being visible,” SFCM professor and musician Warren Wolf said. Wolf has about 30,000 followers across Instagram and Facebook. “I use social media to promote shows, promote products, to let my general audience know what a day in the life of a musician is like,” he added. He also uses the medium to reach out to other artists for collaborations, adding, “We can all be our own publicist!”  

“Don’t be afraid to put yourself out there,” Crelli advises other young musicians: “It can feel cringey and scary at first because you’re worried about what people might think, but if you don’t allow people to find you, you’re missing out on so many opportunities!”

From educating and entertaining, to inviting audiences, in this evolving digital age, a musician’s greatest instrument might just be their smartphone, if they know how to play it right.

Learn more about studying at SFCM.