Scrolling through rapper G-Eazy's Instagram posts feels like finding a man's journal and secretly reading about years of personal memories. The mobile storytelling platform no doubt has given him and his musical peers a simple way to give millions of fans an instant glimpse into their intimate day-to-day adventures.
Now, a first-of-its-kind study from Nielsen and commissioned by Instagram is analyzing those fans' behaviors to assess Instagram's impact on the music industry -- particularly on sales figures and streaming stats -- as well as to determine Instagram's offline value to the artists.
"I like Instagram because it's a direct connection to my fans -- I can share exactly what's going on in my life and let them feel apart of it," G-Eazy tells Billboard. "These days my life is hella crazy, I'm lucky enough to travel the world doing what I love to do. I almost feel like I've already lived a hundred lifetimes and [Instagram] lets me capture these moments and make them tangible."