Achieving virality on TikTok can be a game-changer for artists, though it’s not as straightforward as it might seem. Let’s explore the role of virality in shaping an artist’s journey in 2022.
Since its U.S. introduction in 2017, TikTok, a platform for sharing brief videos, witnessed exponential growth during the 2020 pandemic. The platform enabled many, particularly musicians, to achieve viral status, amassing millions of global views.
The lockdowns restricted in-person social interactions, driving many to apps like TikTok for entertainment, learning, and connection. Viral momentum on this platform offers artists a unique advantage, introducing them to a vast and diverse global audience.
TikTok’s emergence has significantly shifted the music industry landscape. Previously, artists banked on record labels for exposure. Today, with just a click, artists can share their work on TikTok, circumventing traditional promotional avenues.
Megan Thee Stallion’s 2020 hit “Savage” soared in popularity, thanks in part to a dance choreography by TikToker Keara Wilson. This trend propelled the song to staggering heights, with the “Savage Dance Challenge” boosting its rank from #98 to #20 on the Billboard Hot 100 in mere days. A remix featuring Beyoncé further amplified its fame, securing a Grammy in 2021 for Best Rap Song.
Classic tracks like Fleetwood Mac’s “Dreams,” Kate Bush’s “Running Up That Hill,” and Patrice Rushen’s “Forget Me Nots” have also found rejuvenated popularity among the younger TikTok audience, leading the charts once more.
Research by Vox and The Pudding highlights the influential TikTok-Spotify dynamic, with viral tracks consistently featuring on Spotify’s curated playlists. With TikTok emerging as a primary music discovery tool, record labels are giving it unprecedented attention.
A hit on TikTok often translates to a surge in streaming on platforms like Spotify. Case in point: an independent artist, with a notable viral TikTok presence, saw their monthly Spotify listenership leap from zero in August 2021 to 3.4 million by October. By June 2022, that figure stood at 8 million. Given Spotify’s payout structure, based on stream frequency, a viral sensation accumulating billions of streams over a few months can significantly boost artist revenues.
While TikTok offers a space for diverse audio content, monetization isn’t always straightforward. While some artists earn royalties, the amount isn’t consistent and is calculated based on the number of creations featuring their music, rather than the views those videos receive.
In a recent update from TikTok’s official community newsroom, an announcement on March 9, 2022, introduced SoundOn, a music marketing and distribution service. This new feature empowers artists to directly upload their tracks onto the app and subsequently earn royalties through a dedicated artist platform. In its inaugural year, SoundOn pledges to pay artists 100% of the royalties, which will adjust to 90% in the following years.
Increasingly, artists feel the pressure from industry executives to curate content suitable for TikTok’s typically fleeting attention spans. Singer Halsey voiced her concerns on the platform, mentioning, “Despite my eight years in the industry and over 165 million record sales, my label insists on manufacturing a viral TikTok moment before releasing my music.” Halsey’s sentiment resonated with many.
The influence of TikTok even reached Grammy award-winner, Adele. During her discussion with Apple Music’s Zane Lowe about her latest album “30,” she mentioned the frequent references to the app. While her team emphasized the importance of appealing to the younger TikTok audience, Adele was firm in her belief that her album was tailored for individuals in their 30s and 40s, resonating with her own experiences.
The ongoing transition underscores the increasing dominance of streaming platforms and social media in an artist’s promotional strategy. This shift often comes at a cost, where social influencers or viral sensations, regardless of their musical expertise, can sometimes eclipse dedicated artists. Such trends challenge the authenticity of musical artistry, emphasizing numbers over passion.
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The TikTok phenomenon, in some ways, mirrors the 1980s’ MTV revolution. MTV, by focusing on visual presentations of songs through music videos, introduced an array of artists to a new generation, resulting in iconic cultural moments. While some artists initially resisted the music video trend, many who embraced it saw their careers ascend to new heights.
In essence, TikTok is an undeniable catalyst, challenging managers and record labels to rethink their strategies. It provides a stage for emerging talents to sidestep traditional marketing avenues. In today’s world, social media and streaming platforms have largely overshadowed conventional marketing, cable TV, and radio broadcasts.
As the realms of algorithms, public interests, and music continually evolve, one thing remains certain for now: TikTok’s influence shows no signs of waning.