The 2023 ARIA Awards’ six social media content pillars successfully advanced artist careers by providing multiple discoverability touchpoints. For future award shows, adopting a pillar-based strategy — especially BTS authenticity and TikTok utility — will be essential for artist development, not just celebration.
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In 2023, creators like Aria Six focused on "Taking the Best" from their careers by:
Collaborative Networking: Partnering with established male performers like thefleshmechanic to reach broader audiences and diversify their content portfolios.
Social Media Synergy: Using platforms like Instagram and Twitter to share "behind-the-scenes" stories of their shoots, which humanizes the performers and builds a narrative for their fans.
Independent Growth: Moving toward self-directed content where they have total creative control over the "stories" they tell, often favoring long-form, detailed scenes over short clips. Aria Six - Favikon The 2023 ARIA Awards’ six social media content
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| Pillar | Description | Career Impact Example | |--------|-------------|------------------------| | 1. Behind-the-scenes (BTS) | Rehearsal clips, soundchecks, green-room moments | Teenage indie act Pacific Avenue gained 20k IG followers overnight | | 2. Red-carpet fashion content | Styled photo carousels + “Get the Look” TikTok stitches | Stylist tags → brand deals for nominee Genesis Owusu | | 3. Winner spotlight reels | 15-sec celebration edits with song snippets | Winner G Flip saw “Be Your Man” streams +117% | | 4. Interactive voting campaigns | Instagram Stories polls, Twitter hashtag #ARIAs23 | Fan-driven voting boosted Budjerah to Best Pop Release nominee → later festival bookings | | 5. Archival throwbacks | “ARIA Flashback” – past winner clips from 2000s | Revived interest in Missy Higgins’ catalogue for new tour | | 6. TikTok integration | Official ARIA effect + duet challenges for nominated songs | The Kid LAROI’s nominated track “Love Again” used in 47k user videos |
While the "ARIA Six" succeeded, 2023 also revealed the dark side of this reliance. To stay on the charts, artists must stay on the feed. This leads to creative burnout.
Cub Sport spoke openly in 2023 about scheduling "digital Sabbaths"—days where no content went live. Their solution? Batch creating.
“When the ARIA called… we were mid ‘Six’ choreo 💃🎙️”
