TIKTOK and its reign over the music industry
As of recent, the popular app TikTok has been used as a marketing tool, to reach several audiences at one time. Although the app is mostly used by young people as an entertainment source, music artists have benefited from it in more ways than some.
So how exactly does this work?
Popular trends and ‘challenges’ created by content creators could easily place a song on the charts or make it trend as a gleaming 1.1 billion active users‘ login worldwide.
It is no doubt that there is a distinct correlation between the music industry and social media, especially in today’s day and age where conquering social media can and will change your life entirely. Artist such as Lil Nas X, Doja Cat, Megan Thee Stallion, Cardi B and many more, are testament to this with all achieving No. 1 spots on the charts.
Majority of the times the music is used in dance challenges, lyric challenges comedy content or acting scenes but of course in other areas also.
Since the pandemic began early last year, TikTok has taken over social media and many artists have taken advantage of this by creating what people call ‘TikTok music’ that comes with a catchy dance routine. However, some people believe that TikTok has in fact “overrun the music industry and significantly distracted from its integrity”- where music seems to lack any substance just for popularity on the app.
Before TikTok had gained popularity, artists in the music industry thrived through streams on platforms such as Spotify, Soundcloud, and Youtube, as well as utilising other social media platforms like Instagram and Twitter. Despite artists capitalising on success on and off the app, the possibility of becoming a ‘one hit wonder’ is still a risk for artists if they don’t continue to release the same quality of music.
Artists who continue to use the traditional way of reaching audiences through platforms like Spotify alone, will struggle to connect with different audiences the way other artist do on TikTok simply because of how many people use the app daily, the high engagement and content creators. On top of that there’s the financial aspect, where Spotify has been known for paying artists less than what reflects their streams on the app.
In contrast, some content creators on TikTok say they can make between $50-150 per post with paid partnerships, so we can only imagine what artists make when they go viral.
Therefore, it is undeniable that TikTok has not aided in the increase of artists streams as well as impact the entire music industry for the better.