Since TikTok came about, more and more music artists have found their place within the industry. Offering a place to find an audience without having to pay for advertising.
TikTok isn’t just a social media platform—it’s a cultural phenomenon that has revolutionized how music is discovered, consumed, and promoted. With its short-form video format and massive user base, TikTok has created opportunities for both new and established artists to find success in ways that were unheard of just a few years ago.
1. TikTok as a music discovery platform
TikTok has become the go-to place for discovering new music. Songs can go viral overnight thanks to trends, challenges, or relatable snippets.
- Algorithm magic: TikTok’s personalised “For You” page introduces users to new music based on their preferences.
- Short sound clips: Users only need a catchy 15-60 second snippet for a song to take off, which can lead to massive streaming and download spikes.
2. Viral trends driving chart success
Many songs that chart on platforms like Billboard or Spotify gain momentum first on TikTok.
- Tracks like “Old Town Road” by Lil Nas X and “Drivers License” by Olivia Rodrigo became massive hits partly due to TikTok trends.
- Users often associate songs with specific dances, memes, or emotional moments, amplifying their appeal.
3. Empowering independent artists
TikTok has levelled the playing field for independent artists, giving them a direct path to reach listeners without needing major label backing.
- Case study: Nathan Evans, an unknown musician, gained global fame after posting his rendition of “The Wellerman” sea shanty on TikTok.
- Artists can upload their music to TikTok themselves, bypassing traditional gatekeepers like radio or record labels.
4. Music marketing has transformed
Artists and labels are now crafting marketing strategies specifically for TikTok.
- Trend creation: Many artists release snippets of their songs on TikTok before the full track drops to gauge user reactions and build anticipation.
- Challenges and hashtags: Creators design dance challenges or memes around songs to encourage user participation, increasing a track’s visibility.
- Collaborating with influencers: Partnering with TikTok influencers is now a cornerstone of many music promotions. Influencers’ content can make a track go viral quickly.
5. Shaping songwriting and production
The structure of a song is changing because of TikTok. Artists are creating music with TikTok’s short, loopable format in mind.
- Hooks are key: The first few seconds of a song must grab attention to inspire users to create content around it.
- Loop-friendly sounds: Many songs feature sections that seamlessly repeat to suit TikTok videos.
6. Reviving old hits
TikTok isn’t just a platform for new music—it’s also bringing older songs back into the spotlight.
- “Dreams” by Fleetwood Mac experienced a massive resurgence after a viral video of a man skateboarding while drinking cranberry juice.
- Classic hits from the 80s, 90s, and early 2000s are gaining new life among younger audiences.
7. Artists becoming viral personalities
TikTok allows musicians to show a more personal side of themselves, building stronger connections with fans.
- Artists like Doja Cat and Lizzo regularly post relatable, funny, or candid videos, which enhances their visibility and relatability.
- Musicians can promote their work while engaging in trends or creating non-music-related content.
8. Labels and industry adapting
Record labels now scout TikTok for new talent and are investing in TikTok-specific marketing strategies.
- Some labels monitor TikTok trends to identify rising stars before they’re discovered elsewhere.
- They also encourage signed artists to maintain an active presence on the platform to stay relevant.
9. Data-driven insights
TikTok’s analytics provide valuable insights into listener preferences.
- Labels and artists can track how a song performs geographically or demographically and adjust their strategies accordingly.
- Understanding what hooks or trends resonate most can inform future releases.
10. Challenges facing the TikTok music ecosystem
While TikTok’s influence is undeniable, it’s not without challenges:
- Fleeting trends: A song can go viral and fade just as quickly, making it hard to sustain long-term success.
- Overemphasis on virality: Some worry that the focus on TikTok-friendly hits might overshadow deeper, more complex artistry.
- Copyright issues: Using music snippets has raised questions about fair use and compensation for creators.
TikTok has transformed the music industry by democratising music discovery, breaking down barriers for independent artists, and changing how music is marketed and consumed. While it’s not a guaranteed path to success, TikTok offers unparalleled opportunities for creativity and exposure.
