While music self-promotion works extremely well for some musicians, it often disconcerts or intimidates many others. Meanwhile, with new digital discovery platforms permeating youth culture, from TikTok to Spotify, the demand for artists to self-promote and have a strong digital presence continues to increase with each new iteration of technology. Does this hinder or help creativity? How much should an artist be involved in their self-promotion and comms - what are some of the hurdles, but also the benefits of artists taking more control of their brand image? In this panel, we will hear from the artists and industry professionals from the leading social media platforms to understand the trials and tribulations of self-promotion and best case practices for content.