Visual, short form social has allowed artists to embrace and share all aspects of who they are, fuelling the cross cultural evolution of music. The new artist isn’t simply a musician, they’re creatives, making music as just one of their outlets.
Music has always intersected with other parts of culture, but for today’s youth audience in particular, the lines are increasingly blurred. Driven by the fluid identities of artists and their fans, music can no longer be thought of as an isolated passion point.
The crossover between music and fashion is one we’re constantly privy to. Take Lancey Foux, East London musician, who’s not only known for his genreless music, but also for his flamboyant style, having modelled for the likes of Givenchy, A-COLD-WALL*, and many others. He’s part of a class of musicians who are jumping in and out of the boxes they’re placed in, exploring all their interests without allowing the idea of being a ‘musician’ to hold them back.
As well as constant crossovers with fashion, the world of sport is increasingly colliding with music. Whether it is Memphis Depay releasing albums, Fred Again teasing his song ‘Rumble’ via the England national team or Mason Mount’s celebration being an ode to Stormzy’s ‘Hide & Seek’, there’s an ever present connection between the two. Dave’s ‘Thiago Silva’ and Headie One’s countless football lyrics are proof that it is definitely a two way relationship, with musicians in adoration of sports players, and vice versa.
Gaming too is an area of culture that increasingly intersects with music. Artists like JME, Big Zuu and KSI are all musicians who are outwardly displaying their love for games. Whilst many of their consumer base might not expect to join them on a stage any time soon, it feels more relatable that they might see them on the pitch of FIFA, or the battlefield of Call of Duty, and allows for multiple touchpoints and more accessible ways to connect with a wide audience.