Tash is taking the music scene by storm, boasting an impressive 580,000 TikTok followers and achieving rapid growth from 3,000 to 100,000 followers in just one month. Her TikTok videos, featuring the “Glow Up” sound, have garnered a staggering 70.8 million views across a portfolio of 36,000 videos. Additionally, with a devoted following of 72,000 on Instagram, she excels at forging genuine connections with her fans. In essence, Tash is a master at harnessing the power of social media to connect and engage with her audience. In this Indie Insights we chat through how she’s built her fanbase and got placement on Spotify Editorial Playlists, and more.
Your song “It’s Really Not That Deep” has garnered millions of streams, congratulations! That is a HUGE accomplishment for any artist. Could you delve into the promotional strategies you used and what you believe saw the most traction?
A couple of months ago my team suggested that we aim to release a song every 4 weeks and I think this really helped us gain a lot of momentum in the weeks leading up to “Its Really Not That Deep”. I’ve also just tried to use my social media presence the best way I can to remind people that it’s out. There really isn’t too much strategy from my end, I usually just post what feels most natural to me whilst sharing my music at the same time.
We’re big believers in the power of collaboration for artists big and small, and as an indie artist especially there’s a lot of power in starting early with collaborations. Can you tell us about some of your early collabs?
I haven’t really done much collaborating, but one notable collaboration was my release with Jon Vinyl in 2019. I had discovered him through Spotify and really fell in love with his music. Shortly after I followed him on instagram and funnily enough, he sent me a dm! So then we arranged a collaboration and he flew out to LA to write “Euphemism” with me. We had a lot of fun writing and shooting the music video, and it was a really cool experience to write with someone new.
As your career has grown you’ve introduced collaborations with iconic industry professionals like Producer/Songwriter Mark J. Feist and Hitmaker’s Entertainment. How did you establish those connections or the ones that led there?
I honestly just got really lucky. I met Mark through someone who went to my highschool. She saw me perform at the school talent show, and approached me afterward as her father had just founded Hitmakers Entertainment with Mark Feist and they were looking for artists to sign. I was extremely lucky to have met Mark and have him be the first person I ever collaborated with. I was 14 when I signed with Hitmakers, so I had a lot of growing to do, but Mark mentored me and really helped me to grow as an artist.
Social media platforms, particularly TikTok and Instagram, have played a major role in building your fanbase. SO many artists are trying to “make it” on these platforms and struggling. Could you detail some of the strategies and engagement techniques that you’d suggest indie artists implement to begin to grow a more engaged fanbase?
I think the main thing that indie artists can do is find a style of content that is authentic to them and try to keep the pace of their posts as consistent as possible. It’s now become more important than ever for artists to promote themselves, so it’s good to incorporate your music into your posts in a way that feels natural to you.
Your music has been featured across various streaming platforms and editorial playlists, which is another major goal of many artists. How can indie artists increase their likelihood of receiving these kind of features?
Having a presence on social media is one of the most invaluable ways to draw the attention of listeners as well as the streaming platforms. It’s also very important to work on your craft and try to keep your releases of a consistent quality and sound.
The branding and musical identity you’ve developed have helped you stand out in a crowded market. How can indie artists effectively craft their brand, image, and musical style to resonate with their target audience and create a more memorable fan experience?
I think you have to find a way to post and connect with your fans in a way that feels honest. At the same time I feel that it’s really important to push yourself out of your comfort zone when it comes to creating an image or brand for yourself. Experiment with various styles of clothing, looks and content that still incorporate who you are but elevate your image. Try and find a way to present yourself that feels unique and fun.
Building in your local scene is incredibly important, but so is building beyond that. Thinking back to the early days of your career especially, how did you build both in your local scene and, eventually, beyond to internationally?
In the beginning I did a lot of radio interviews for local radio stations in Sydney, and made sure to post a lot of covers to try and draw people in that way. Social media has really been the most fundamental tool from the beginning and still is today. Not only are you able to share your music but it gives you the opportunity to reach your listeners and really interact with them.
The transition from taking fans from a casual listener to a dedicated fan is vital for indie artists. What techniques have you used to convert listeners into engaged supporters, and how can indie artists establish a loyal fanbase that contributes to their long-term success?
Over the years I’ve mainly tried to be present on social media and brand myself in a way that feels honest to who I am. It also just comes down to maintaining a consistent style and quality with both your music and content, so that people know what to expect from you and can understand your artistic direction.
What’s the best piece of advice you ever received in the music business, that you’d like to pass along now?
At the end of the day, all that matters is the song. If it’s a good song it will eventually make it to the right people.
Connect with Tash
Website / Instagram / Facebook / Twitter / TikTok / YouTube / Spotify / Soundcloud