The past year has been hard on everyone. Especially college students. What started as an extended spring break, quickly turned into virtual classes and canceled graduations. After mandatory isolation came into effect, many students took advantage of the situation and focused on doing what they loved most. I got the opportunity to talk to two students about their focus on music and how the pandemic has changed the way they promote themselves.
Gracee Shriver is a freshman studying music business. Shriver grew up in a small town just outside of Tulsa, Oklahoma, surrounded by a family of musicians. She began pursuing her love of music at just nine years old. At age 10, she began playing the guitar and writing songs. Recently, her career took off after she was a contestant on Season 17 of NBC’s The Voice, where she placed in the top 16. Since then, Shriver has released multiple singles and toured all across the country.
Analise Malick is a junior studying music business as well. While growing up in Mooresville, North Carolina, Malick was able to find her distinctive style and voice through many years of classical training, writing and performing. From vocal competitions in front of trained professionals to performing in a variety of settings, Malick performs both as a solo artist and as the lead vocalist in her band.
Before COVID-19, how did you promote yourself and your music?
Shriver: My situation was a bit crazy because two months before COVID happened, I got off The Voice. I was doing show after show after show, playing at NBA games, putting out music right and left, and booking concerts. The show [The Voice] gives you a lot of promotion so people were calling me right and left and booking all of these types of things. Social media was a big thing, but mainly it was being on the road constantly and putting your name out there.
Malick: Pre-COVID, I mainly promoted my music on Instagram, Twitter, and Facebook! I would also try to promote my songs by getting them on as many playlists (Spotify and Apple Music) as possible. By getting my songs on bigger playlists I was able to reach a lot more people.
What changes did you have to make while in quarantine?
Shriver: I have really been taking advantage of social media. Since people aren’t going out as much, they’re spending more time on their phones and on social media to keep in contact with everybody. So I have to make sure that my face is flashing in front of their face as many times as possible. I’ve been doing a lot of virtual shows and giveaways and advertising myself. Honestly, trying to release new music in this time keeps my face in front of people and continues to build my fanbase.
Malick: During COVID, TikTok blew up and completely changed how up-and-coming artists can promote music. I created content using my songs as sounds on TikTok and reached out to hundreds of creators asking if they would also use the sound. In the future I will still be using Instagram, Facebook, and Twitter to promote, however, I will incorporate specific content for TikTok as well.
What social media platforms do you find to be most effective?
Shriver: TikTok is a great way, an easier way, to blow up faster. But in terms of longevity, Instagram and Facebook are better.
Malick: Currently Instagram and TikTok.
Do you have any help managing your social media?
Shriver: I do have a team that helps me manage things, but I like to go on my accounts and respond to comments personally. I always want to stay connected.
Malick: I run all of my socials myself. Personally, I feel like if anyone is going to relate to my music, I want them to see who I really am through my social media and not try to change myself to fit any sort of box. If people like my music then I want them to know me as a person, which is what I try to promote through social media. I also specifically try to promote positivity, self-love and empowerment through anything that has my name on it. That could look like positing empowerment quotes on my stories or commenting and hyping other people up on their personal posts. I try to stay pretty active on Instagram and TikTok.
Do you get any inspiration from other artists?
Shriver: Carrie Underwood for sure, Reba McEntire and Dolly Parton. They are always my top three.
Malick: Ariana Grande has an amazing social media, her platform is not only promoting herself as an artist and her songs but also current social issues that need to be talked about. She has such a huge fan base and following that her reach can make a big difference.
Any tips or pieces of advice for other students struggling?
Shriver: My advice would be to just keep going. Hang on and don’t give up. Try to brainstorm, and anything you can think of—just do it. Even if it seems stupid, anything can catch on at this point. Another thing is just to pray about it. I know that’s not a typical response, but that’s been my big thing. Every single day I pray, doors open up and I just keep doing my thing.
Malick: Personally I just feel like being real and authentic can get you really far. Every artist that I listen to and follow I get to know who they are from more than just their music. Obviously, branding is really important, but most of the time people will like you if you’re being yourself, spreading positive messages and creating a lot of content.
Once covid restrictions have been lifted, where is the one place in Nashville you would want to play?
Shriver: The Listening Room
Malick: EXIT/IN
These two students have made the most of their time and still continue to grow, all while inspiring others to take a chance and never give up. That’s something I think we could all use a little more of.
Gracee Shriver: @gracee.shriver
Analise Malick: @analisemalick
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