Short-format TikTok videos shaping the music landscape: An examination of their impact on the music industry
In the ever-evolving world of entertainment, one platform stands out as a game-changer in the music industry - TikTok. Since its launch in 2016, TikTok has profoundly transformed the way people discover, engage with, and consume music.
Viral Trends and Chart Success
TikTok's unique algorithm and participatory model have the power to propel songs rapidly from obscurity to the Billboard Hot 100 and other charts. From 2020 to 2021, TikTok-trending songs on the Hot 100 doubled, with over 175 such tracks charting. This rapid rise is evident in hits like "Savage Love" and "Old Town Road," which gained chart-topping status thanks to viral TikTok trends.
A single viral moment on TikTok's "For You" page can compress the traditional promotional cycle, leading to rapid ascents for both new artists and legacy tracks. For instance, Fleetwood Mac's "Dreams" saw a massive resurgence via TikTok-induced nostalgia.
Democratizing Artist Discovery
TikTok provides a level playing field for creators, allowing those without major label backing to gain massive exposure. This disruption of traditional gatekeeping democratizes artist discovery, but it also places new pressures on artists to create content that fits TikTok's viral format.
Changes in Music Consumption Habits
Social and Algorithmic Music Discovery
About 75% of TikTok users discover new artists on the platform, and 74% are more likely to share songs compared to other short-video users. This discovery often leads to off-platform streaming, playlist additions, and even physical sales, establishing a feedback loop between TikTok and conventional music consumption channels.
Looped Listening and Streaming Growth
Song snippets trending on TikTok encourage repeated listening on streaming services. TikTok-linked artists see week-over-week streaming growth of 11%, compared to only 3% for those outside TikTok’s influence.
Expanded Content and Interaction
Beyond music, TikTok's enhanced creative tools and interactive features encourage user engagement and sharing, further amplifying songs within the platform and beyond.
In summary, TikTok has redefined how music is discovered, consumed, and promoted by compressing the journey from viral moment to chart hit, democratizing artist exposure, and creating a social feedback loop fueling continuous music consumption growth. Yet, it introduces new expectations for artists to maintain relevance by adapting to viral content creation dynamics.
A New Era for Artists and Brands
TikTok offers artists a unique platform to gauge immediate reactions to their music and identify which songs resonate with audiences. Record labels are now considering TikTok analytics as part of their decision-making process for which songs to promote.
For brands, TikTok presents new opportunities to collaborate with artists and leverage music in marketing campaigns. The symbiotic relationship between artists, brands, and TikTok has opened up new revenue streams for the music industry.
As TikTok continues to evolve and adapt, it is likely to remain a vital part of the music ecosystem, influencing the music industry in 2024 and beyond.
[1] Clement, R. (2021). TikTok's Impact on the Music Industry. Billboard. [2] Marzano, A. (2020). How TikTok is Changing the Music Industry. Forbes. [3] Panzarino, J. (2020). TikTok's Music Revolution. Wired. [4] Schaffer, L. (2020). TikTok's Music Revolution: How the App is Changing the Game. The Guardian.
- The unique algorithm and participatory model of TikTok can drive songs from obscurity to the top of music charts like the Billboard Hot 100, as highlighted by the success of hits like "Savage Love" and "Old Town Road" that gained chart-topping status through viral TikTok trends.
- TikTok's platform democratizes artist discovery by providing a level playing field for creators, allowing those without major label backing to gain massive exposure, which was evident with the resurgence of Fleetwood Mac's "Dreams" fueled by TikTok-induced nostalgia.
