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The widespread access to digital technology has seen an enormous increase in the democratisation of the music industry and the marketing of some of these products has been made possible by social media. Nowadays, due to the widespread use of the internet and its features, artists are able to share their music without any help from major industries which provides many artists with the freedom to construct anything they want. London Grammar is a good example of this as they formed purely due to a picture that was seen on Facebook; one of the band members had a picture of a guitar in their hand and another band member liked the photo. The band has produced many songs, one including ‘hey now’ that has made 370,000 plays on SoundCloud. SoundCloud uses a free base in which you can listen to songs for free and this has developed over time to give the band more and more views, so that more people, in turn, will by their music. This is becoming a real bonus to artists these days as it is giving them more plays and it means that they don’t need to use other brands to market their music such as Sony, prescription pr and essential-music. Having used results in my Media Studies class, which showed that around 20% had even heard of London Grammar suggests that more influential ways of marketing should have been used. However referring to bands such as Green day for example, founded without the use of major marketing have been heard of by a lot more people and thus have actually used a greater technique. This shows that through social media and the use of Facebook, Twitter, Instagram etc. bands can actually get on without major marketing and this could be a great step in the future.