LiveOne
Troye Sivan Mellet is an example of how the music business in modern times has been turned on its head by social media. Known professionally simply as Troye Sivan, Mellet is a skilled manipulator of social media and promoted himself as a singer on YouTube and by entering Australian talent competitions. His highly influential Internet presence was established long before he began to look for a record deal and when he did eventually sign to EMI he hid the news from his followers for over a year. Mellet started out as a teenage actor and at the age of 14 appeared in 'X-Men Origins' portraying the character Wolverine as a boy. Mellet also starred as the main character in the Spud teen film trilogy. Despite having a relatively modest singing and songwriting talent, Mellet's skill at self promotion has garnered over four million subscribers to his YouTube channel prompting Time magazine to cite him as one of the 25 most influential teens of 2014. Mellet is openly homosexual and his music videos often feature LGBT relationships between the leading characters. His openness regarding his own sexuality has helped build a significant fanbase amongst the LGBT community. He has aligned himself with some well known artists and has been involved in a number of successful collaborations with performers including Ariana Grande and Taylor Swift.
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