Reflecting on Social Media's Evolution

There’s so much I’ve experienced in the last few years and haven’t shared on social media like I used to. Honestly, ever since COVID-19, I've been overthinking the impact of social platforms on both close friends and strangers alike.

I used to LOVE social media. Starting on MySpace, I wore my friends list like a badge of honour. But in the last 20 years, so much has changed. Social media has morphed into a validation and outrage machine, where algorithms drive divisiveness, forcing everyone to pick a side or have an opinion on matters they know little about.

Thanks to major shifts like the repeal of the Fairness Doctrine in 1987 (shortly before Fox News was founded), corporations with billions of eyes on them are now predominantly showing one side of every story.

A Marketer's Dilemma

Having worked in marketing for over 16 years and been part of social media from the beginning, I am grappling with many complex feelings about how to use it responsibly. As an artist, social media remains one of the easiest and necessary ways to connect with fans and promote new music. It’s now the fastest way to get seen and heard.

Despite the necessity, this often means becoming overly focused on analytics. Being data-driven is an important skill, after all. However, this can lead to unhealthy comparisons, and it all becomes too heavy.

I don't want to play the game anymore; I just want to share my life and inspirations like I used to.

Professional Success vs. Personal Values

In my career, I've successfully utilized algorithms to advertise a number of projects, from hospitals to cars to condos—I've sold them all using digital media. I understand influence principles and have taken several classes on behavioural design and strategy.

Yet, I feel conflicted working in an industry that often aims to make people buy more things. On the flip side, I've also used my skills for beautiful causes, such as fundraising for hospitals and helping nonprofits and schools spread their messages about making the world a better place.

Introducing "Malibu"

This brings me to why I am now TWO WEEKS LATE in starting to promote a song that I love dearly, which is so close to my heart—"Malibu."

In my 15+ years of releasing music, I've never felt so strongly about a piece of music I've had a hand in creating. "Malibu" is about returning to the best memories, finding bravery in embracing and being present in the sweet, small moments while the world burns around us. It’s about the pursuit of what’s most meaningful in life—sharing moments with those we love.

[Listen to "Malibu" here]  [Read the lyrics to "Malibu" here]

The Path Forward

Social media has evolved in ways that don’t always allow for love to permeate the way it once did. I hope this piece of myself helps you understand my recent absence or change, and I cannot wait to share all of the music we’ve been creating. It’s going to be a lot more like "Malibu," with "Phantom" coming up on Soave Records.

I also promise to set aside my feelings about the state of the web and share all the beautiful things I am so blessed to experience. Perhaps, I can practice what I preach and endeavour to share more love—the world (and I) needs it.

With love,

T <3