Many young artists are finding no trouble in getting thousands of likes and shares for their music on social media platforms.
But the battle is getting those who watch a 10-second viral clip on Instagram or TikTok to listen to the full song on platforms such as Spotify.
Singer Megan Wyn has more than 12,600 followers on her social media accounts, but this translates to just 540 monthly listeners on Spotify.
While she admits social media is crucial for young people discovering her music, Spotify is where they can find her full songs - but getting people there is proving increasingly difficult.
Another singer Dylan Carmichael, has 57,000 social media followers, but just one song on Spotify - however, he says "TikTok fans" have helped create a loyal following who attend his gigs.
