This year’s Lollapalooza music festival in Chicago reflects a growing trend in how fans discover new artists, with social media platforms like TikTok playing an increasingly prominent role. While streaming services and recommendations from friends remain important, many festival attendees say apps that promote viral music content have become a key avenue for exploring emerging musicians.

Elizabeth Nichols, a country singer and songwriter whose tracks “I Got a New One” and “Little Birds” have drawn thousands of interactions on TikTok, credits the platform with expanding access to her music. Nichols said the app has allowed her to connect directly with listeners and gauge their enthusiasm, something that might not have been possible through traditional channels. Over the last two years, she has embraced both online engagement and in-person fan interactions, highlighting the unique experience of meeting supporters face-to-face after initially building a digital following.

Several festival-goers shared varied perspectives on how they find their favorite performers. Eliza McManus, 23, said she often discovers artists through friends and social media, as well as by exploring openers for well-known musicians. She specifically sought out indie-pop singer-songwriter Audrey Hobert on opening day and noted how personal recommendations influence her musical tastes.

Spotify remains a dominant tool for some, including 28-year-old Ian Hoffner, who described the platform’s algorithm and curated playlists as fundamental in uncovering lesser-known artists. Hoffner remarked that while previous social media networks like Tumblr, Instagram, and Vine played roles in his earlier music discoveries, Spotify now serves as his primary resource.

Others, like 22-year-old Alaina Sebring, said viral moments on social media are the main way they encounter new songs, citing Hobert’s track “Sue Me,” which gained significant attention after going viral in 2025. Victoria Morris, 20, echoed this view, suggesting that the constant presence of an artist on social media—through posts, videos, and live performances—heightens listeners’ engagement more effectively than occasional radio play.

Together, these insights illustrate how a combination of digital platforms, social connections, and streaming services contribute to shaping modern music discovery, offering artists multiple pathways to reach and grow their audiences.