Social Media for Singers: An Interview with Erica Padilla

Erica truly is “your biggest cheerleader”[1]. As a vocal coach, Erica provides “big sister”[2]-type mentoring, constant support, and belief in her students’ ability to shine. Constantly upskilling, Erica is seamlessly integrated into her creative community, and upon meeting I felt as if we were already good friends.

Erica Padilla, Filipino-Australian singer, founded ‘Elevate Singing Studio’, an independent music school in Melbourne’s Airport West. Concurrently, she regularly releases music, and has gained a following through live gigging, and appearances on Australian Idol, The Voice and notably Eurovision: Australia Decides. Since 2020, Erica has built her social media presence inordinately, reaching a community of over 1.5 million people across platforms, showcasing her vocal talent and bubbly persona which allows viewers to connect with both the incredible art and endearing artist. Erica Padilla’s 2021 single ‘By the Way (Make it to Me Rewritten)’ – with over 3.5 million streams on Spotify alone, another 1 million on YouTube – emanates a soulful elegance amidst heartbreak. Her unique genre melds the strength of soul/R&B with the zest of pop; lyrical, raw emotion is illuminated by Erica’s warm and rounded vocals. In her original productions, Erica’s immense control over melody exhibits her skill as both a singer and songwriter. Using cutting-edge production techniques, whisper-like tracks and bold choruses, Erica’s stripped-back lyricism allows her vocal technique and astute production to shine.

The Coffee Club of Airport West’s Westfield Shopping Centre – where Erica proposed we meet – hosts a varied demographic; ethnically, culturally, throughout age, interest, and taste. What is this place missing? A representation of young, upbeat personalities working in burgeoning creative industries, paving their own way. This is Erica. She exudes quiet confidence with her head held high, sitting up straight, putting thought into every question she answers. Then, just a short 5-minute walk from this clenched space is Erica’s own studio. A small room in a general rental building, wide window opening onto the street, and a decorative flair of personality, white keyboard, pink framed mirror, vinyl record art lining one wall, and a bowl of mentos in the corner; a treat for the students after their lesson. Erica’s close-knit network of creative friends and colleagues led her to Zara Jarvis, who founded ‘SoundCheck Studios’ in 2020, an inclusive, family-oriented space in Ballarat which supports performers of all ages in achieving their individual goals. Although Erica struggled to find her confidence, abutting the strict “social box”[3], Zara’s encouragement and assurance in her technical skill, grit and talent has empowered Erica’s breakthrough into the music coaching industry.

I asked Erica to identify a ‘shoot for the stars’ goal, after showing me her phone lockscreen, a mood board of disco ball sparkles, world flags, and stage lights, she divulges that to be a face recognised as “look[ing] just like you”[4] would empower young people at home to dream big and truly believe that anything is possible. Erica herself remembers 2000s children’s TV series ‘High 5’ which featured Filipino-born Australian Kathleen de Leon Jones, and how seeing a ‘familiar’ face has allowed her to believe in creating her dream career.

Erica was chosen as TikTok’s wildcard entry on 2022 Eurovision: Australia Decides, an opportunity that would have been impossible without her flourishing social media presence. Joining social media is both a “highlight”[5] and “sign from the universe”[6] for Erica, and an indelible part of her current (and rightfully rising) recognition. Erica began her TikTok account after graduating Year 12, in March of 2020 when COVID first struck Melbourne. As live performance opportunities were limited, Erica’s sole option was to ‘perform’ online, posting regularly to TikTok, Instagram and YouTube. She was awarded 2022 TikTok Music Australia’s Top 10 Artists in the categories Most Viewed Artist & Most New Followers (alongside Dean Lewis, The Kid Laroi, Troye Sivan, AC/DC and others). Erica discussed her Eurovision: Australia Decides experience with SBS Filipino, saying she loved to watch Eurovision with her family when she was young, yet never perceived it within her reach, “I thought it was a phenomenal show, but I never imagined myself getting close to doing it.”[7]

Erica credits her passion for music to those years spent watching Eurovision and belting out karaoke classics in front of the TV. Movement, playfulness, and song were infinitely encouraged in her Filipino-Australian household and has translated into her current full-time study of dance, inspired by her mum’s early passion for the artform. Although encouraged, Erica never saw the creative industries as a full-time profession, yet she now uplifts those around her, inspiring the next generation of performers. Through singing lessons in her younger years, Erica felt her stage fright and “shyness grow into confidence”[8] and excitement. This same sense of community and comfort is translated into her own teaching, were she hosts intimate performances and end of year shows for ‘Elevate Singing Studios’ – also seeking live performance and gigging opportunities with external venues – providing students with stage experience, extensive song preparation, performance techniques and enthusiasm.

A continental shift is forthcoming, Erica has “always felt drawn to London”. Even now, she consistently travels to Sydney for all songwriting and song production, as many renowned pop producers have relocated to this NSW hub.

Erica still finds that major music labels such as Universal Music Publishing Group or Sony Music Entertainment run everything, even though there is less and less substantiation for their power. But, to young artists, Erica wholeheartedly recommends substantiating a social media presence, while asserting and abiding to your values. Erica says, “metrics are out, sorry!”[9], counts of followers, likes and comments no longer define an influencer’s success. The overarching value of “vanity metrics”[10] are diminishing in value, evolving algorithms focus on follower engagement, wide reach, and content quality rather than quantity.

Presently, Erica is working to find her most valuable inspirations and signature sound, drawing from early 2000’s pop hits – notably artist Katy Perry. Erica’s exploration of the fashion weaves her sparkly on-stage persona, genuine social media presence and everyday, unfiltered self, and further facilitates this growth. Although her distribution partners (and recently acquired social media managers) are enthusiastic for new releases, Erica is hesitant about releasing work she may not fully resonate with. “Finding the right team for you”[11] is one of the most difficult tasks within a creative industry, many people arbitrarily pursue partnerships or collaborations, as if “you have to have a certain kind of bedsheets”[12] to truly be an influencer of your craft. To be a competitor in the “Melbourne market”[13] of creatives, you need to be “constantly upskilling”[14], proving you can “take anything that life throws at you”[15]. This drive gives Erica the ability to choreograph music videos, performance dances, and much more. In her thoughtfulness, Erica considers the mere “hours or minutes of a day” her music occupies. Not only is she extremely grateful, but willing to perfect her songs (to her upmost ability and creative vision) so to serve her listeners, how kind!

[1] https://www.elevatesingingstudio.com/
[2] https://www.elevatesingingstudio.com/
[3] Erica Padilla, 2024
[4] Erica Padilla, 2024
[5] Erica Padilla, 2024
[6] Erica Padilla, 2024
[7]https://www.sbs.com.au/language/filipino/en/podcast-episode/i-want-to-encourage-people-tofollow-their-dreams-eurovision-tiktok-wildcard-winner-erica-padilla-hopes-to-empower-through-her-song-entry/7bz56agkf
[8] Erica Padilla, 2024
[9] Erica Padilla, 2024
[10] Erica Padilla, 2024
[11] Erica Padilla, 2024
[12] Erica Padilla, 2024
[13] Erica Padilla, 2024
[14] Erica Padilla, 2024
[15] Erica Padilla, 2024