For a recent example of the power of social media, look no further than the Canadian duo of Rafaele Massarelli and Vince Sasso, known together as Crash Adams.
Their journey was extraordinary, yet it’s increasingly common today, where fame can be achieved and measured through clicks and views.
Rafaele and Vince began making music in 2020, initially flying under the radar.
Their breakthrough came when they started posting TikTok videos featuring them moving a red couch, which belonged to Rafaele's grandmother, from one spot to another.
The gimmick worked wonderfully and the struggling musicians started gaining a huge number of followers, which in turn directed significant attention to their music.
Crash Adams' social media figures speak volumes: TikTok (6.3 million followers), Instagram (2.6 million followers), Spotify (2 million monthly listeners), and YouTube (10.1 million subscribers and 4 billion views).
crash adams: MUSICIANS ABOVE ALL
While the duo is a formidable force as content creators — watch their fun and viral "Can You Rap in Public" series — Rafaele and Vince remain musicians first and foremost.
And they have the artistic chops to prove it.
Crash Adams' songs possess catchy melodies, bouncy beats and rhythm, and a feel-good vibe that draws listeners in.
The songs "Hotel Party," "Right Foot First," "Good Side," and their breakthrough hit "Give Me a Kiss" all capture that distinct Crash Adams sound and energy.
Both Rafaele and Vince are passionate about pop music, and their tracks reflect a deep love for infectious tunes that make you sing along and tap your feet.
When asked what makes a good pop song, Vince told PEP.ph (Philippine Entertainment Portal) at a press conference, "If I feel something, if it makes me emotional."
Crash Adams met with members of the entertainment press at TGIFridays a few hours before their performance at TriNoma Mall in Quezon City on Saturday, August 17, 2024.
Rafaele, on the other hand, knows they have a potential hit on their hands if a melody sticks and keeps playing in his head.
While Rafaele and Vince are no strangers to overwhelming attention as social media stars with millions of followers, the experience of being popular musicians who tour and perform in various countries and cities, meeting and interacting with audiences, can still be daunting.
But the boys from Toronto are handling the extra attention just fine.
Said Rafaele, "Attention gives an opportunity for us to give back to people.
"There are a lot of people who get attention and do nothing with it.
"For us, the reason why we do this is to make people happy, is to inspire people even more.
"The more attention that we get, the more that we can get to do that."