Behind the viral hits: how TikTok reshaped the music industry
In recent years, TikTok has become a powerhouse in the music industry, often dictating which songs make their way up the charts. With over one billion users as of 2023, the platform is an essential marketing tool for artists from every corner of the world. But how did a social media app become such a pivotal player in the complicated world of music?
TikTok's rise to prominence is unparalleled. Initially launched by the Chinese tech company ByteDance in 2016 as Douyin in China, it expanded globally as TikTok in 2018. The app’s unique format of short-form video content quickly attracted a younger demographic eager to consume content in new, engaging ways. Its algorithm, a mysterious yet ingenious mechanism, helps pick what videos to feature more prominently based on user interaction, which in turn often includes new or trendy music tracks.
Music on TikTok is not limited to new releases. Whether it’s the resurgence of a classic hit or a forgotten b-side, the app has revived many a career and introduced young audiences to artists they might never have discovered. The platform's pivotal role was exemplified when Fleetwood Mac's "Dreams" returned to global charts decades after its original release, thanks to a viral TikTok video in 2020 featuring a man longboarding while sipping cranberry juice.
Beyond resurrecting old hits, TikTok has been instrumental in launching new songs to stardom. Lil Nas X’s "Old Town Road" is one of the most notable examples. It was largely the stir created on TikTok that catapulted him from an obscure artist to dominating billboard charts worldwide. His story isn't unique; more and more artists are turning to TikTok in hopes of replicating that success.
While the prospects are tempting for budding artists, navigating this landscape isn't without its challenges. The sheer volume of content on the platform means getting noticed can be a lottery. Artists often need to be savvy about when to release content and which trends to tap into. Furthermore, there's the question of sustainability—how do artists ensure their popularity isn’t only a flash in the pan? Deciphering TikTok takes practice and a little bit of luck.
The app's influence extends beyond just music ratings. Record labels and industry stalwarts now keep a close eye on TikTok trends when signing new artists. The traditional pathways for music exposure, like radio play or club showcases, have been joined by digital metrics and viral potential, making the music landscape more dynamic, albeit unpredictable.
However, the TikTok phenomenon doesn't come without criticism. Concerns have arisen about the quality of music being churned out, with some noting that artists might prioritize easy, catchy hooks meant for short clips rather than creating comprehensive works of art. There's also the worry that artists might feel pressured to conform to TikTok sounds just to be heard.
Nevertheless, the application offers significant opportunities for creativity and connection. Gen Z and millennials, who comprise the majority of the platform’s user base, crave authenticity and diversity in music, and TikTok champions both. It's common to stumble upon a raw, heartfelt song from an independent artist nestled beside professionally produced records from major labels.
For music enthusiasts, the app offers a goldmine of discovery, joy, and participation. Users aren't just passive listeners—they can directly impact an artist's success and trajectory with a simple like, comment, or share. This democratization of music consumption is perhaps TikTok's most significant contribution to the industry.
As TikTok continues to evolve, the music industry sits on the brink of additional transformations, challenged to adapt yet eager to embrace future possibilities. Whether it's serving as a launching pad for future superstars or preserving and prolonging the legacies of older artists, the impact of TikTok on music reverberates with renewed vigor and excitement.
TikTok's rise to prominence is unparalleled. Initially launched by the Chinese tech company ByteDance in 2016 as Douyin in China, it expanded globally as TikTok in 2018. The app’s unique format of short-form video content quickly attracted a younger demographic eager to consume content in new, engaging ways. Its algorithm, a mysterious yet ingenious mechanism, helps pick what videos to feature more prominently based on user interaction, which in turn often includes new or trendy music tracks.
Music on TikTok is not limited to new releases. Whether it’s the resurgence of a classic hit or a forgotten b-side, the app has revived many a career and introduced young audiences to artists they might never have discovered. The platform's pivotal role was exemplified when Fleetwood Mac's "Dreams" returned to global charts decades after its original release, thanks to a viral TikTok video in 2020 featuring a man longboarding while sipping cranberry juice.
Beyond resurrecting old hits, TikTok has been instrumental in launching new songs to stardom. Lil Nas X’s "Old Town Road" is one of the most notable examples. It was largely the stir created on TikTok that catapulted him from an obscure artist to dominating billboard charts worldwide. His story isn't unique; more and more artists are turning to TikTok in hopes of replicating that success.
While the prospects are tempting for budding artists, navigating this landscape isn't without its challenges. The sheer volume of content on the platform means getting noticed can be a lottery. Artists often need to be savvy about when to release content and which trends to tap into. Furthermore, there's the question of sustainability—how do artists ensure their popularity isn’t only a flash in the pan? Deciphering TikTok takes practice and a little bit of luck.
The app's influence extends beyond just music ratings. Record labels and industry stalwarts now keep a close eye on TikTok trends when signing new artists. The traditional pathways for music exposure, like radio play or club showcases, have been joined by digital metrics and viral potential, making the music landscape more dynamic, albeit unpredictable.
However, the TikTok phenomenon doesn't come without criticism. Concerns have arisen about the quality of music being churned out, with some noting that artists might prioritize easy, catchy hooks meant for short clips rather than creating comprehensive works of art. There's also the worry that artists might feel pressured to conform to TikTok sounds just to be heard.
Nevertheless, the application offers significant opportunities for creativity and connection. Gen Z and millennials, who comprise the majority of the platform’s user base, crave authenticity and diversity in music, and TikTok champions both. It's common to stumble upon a raw, heartfelt song from an independent artist nestled beside professionally produced records from major labels.
For music enthusiasts, the app offers a goldmine of discovery, joy, and participation. Users aren't just passive listeners—they can directly impact an artist's success and trajectory with a simple like, comment, or share. This democratization of music consumption is perhaps TikTok's most significant contribution to the industry.
As TikTok continues to evolve, the music industry sits on the brink of additional transformations, challenged to adapt yet eager to embrace future possibilities. Whether it's serving as a launching pad for future superstars or preserving and prolonging the legacies of older artists, the impact of TikTok on music reverberates with renewed vigor and excitement.