Social media has changed the way media and advertising works. This essay explores how artists use Instagram to promote themselves and their music. Twenty posts from four artists were analyzed via content analysis. The purpose was to identify main aspects of their use of the platform and what the response they got was. The result showed that the artists seemed to have a close relationship with their fans, being personal but not private. Posts included obvious advertising, pictures and videos of the artists and interactivity with fans. The response was mainly positive. In conclusion this study shows that artists, and brands in general, will have better success from a marketing standpoint if they continuously post content on Instagram that is interesting, interactive and relatable for their target audience.