Music’s Triple Threats
It’s no longer just about writing and performing songs—musicians have to become their own promoters on social media. Just ask Justin Bieber, The Weeknd and Ed Sheeran.
Singer-songwriter Jackie Evancho kickstarted her career on YouTube and is finding ways to incorporate it, along with other social platforms, into her creative process. Photo By Christina Turino
Thirteen years ago, a 10-year-old Jackie Evancho found herself competing on America’s Got Talent—and it all began with a YouTube video.
From the moment she could really sing, at 6 years old, Evancho’s mother recorded videos of her covering songs from Phantom of the Opera. She built her career on the platform, and she’s been under the eye of video content and social media ever since. Still, she’s never quite gotten a grip on how to use it, she said.
“Music has always been something that I let my gut guide,” Evancho said. “I always thought as long as I’m doing it, someone will listen.”
Then she realized at age 15 that she could use social media as a tool to grow her career.
“But I’m still at a point where I’m trying to...
