How TikTok is Ruling the Music Industry

By Amanda Barkin // Instagram @the_amanda_show 

TikTok is a video sharing app, much like Vine, where people can make 15-60 second video clips- lip syncing, dancing, and comedic skits are popular categories. TikTok has quickly become one of the most popular social media networks, and has even changed the way music is discovered.

Once a user uploads an original sound, it can be accessed and re-used by any user. This allows the song to reach vast, widespread audiences. TikTok’s algorithms also vary from other social media apps- instead of promoting popular users’ videos, they are constantly looking for new clips, and promote each video based on the amount of time other users spend watching it (if people are scrolling right past it or watching the clip the whole way through). This gives more videos and songs the opportunity to “go viral”.

The song ROXANNE by Arizona Zervas was released in October 2019, and after being used in hundreds of thousands of TikTok’s, it now sits in Today’s Top Hits playlist and has 485,000,000 streams on Spotify alone. For artists, TikTok is more than just a social media app, it’s a strategic platform for marketing their songs; It can turn an artist working alone in their bedroom into an internationally recognized star.

Not only can this app help new artists gain traction and popularity, but it can also help well-established artists promote new releases. The Chainsmokers, Jonas Brothers, Charlie Puth, 5 Seconds of Summer, and others have accounts where they post various genres of videos. These videos attract viewers to their personalities and help build their brand as artists. TikTok can help creators gain a fanbase that they didn’t have before, and help fans fall in love with more than just their music. TikTok continues to grow, reaching over 120,000,000 users, which will evidently continue to be a resource for artists in the music industry.

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