In an era where 15-second clips can catapult unknown artists to global stardom, the music industry is undergoing a seismic shift, often described as the “TikTokification” of music. Eric Azike examines.
Gone are the days when radio play and record deals were the primary arbiters of a song’s success. Today, a catchy hook or a viral dance challenge can turn a track into an overnight sensation, redefining the essence of creating a hit. The phenomenon, driven by TikTok’s explosive rise, reshapes how music is discovered, consumed and promoted, fundamentally altering the landscape for artists, producers and fans alike.
TikTok, a social media platform that allows users to create and share short videos, has quickly become a major player in the music industry. Its algorithm, designed to surface engaging content, has democratized music discovery. Artists no longer need to rely solely on traditional pathways such as record labels, radio stations or streaming services. Instead, they can upload a snippet of their song, hoping it catches fire among TikTok’s vast and diverse user base.
The new model of music promotion leverages the platform’s viral nature as when a TikTok user creates content using a particular song, the platform’s algorithm promotes it based on user engagement. If a song’s clip becomes a popular soundtrack for videos, it can lead to millions of streams and downloads on traditional music platforms. The organic, user-driven method of spreading music has proven to be remarkably effective.
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♬ original sound – Tommy Richman
One of the most notable examples of this phenomenon is the recent success of Tommy Richman’s viral hit “Million Dollar Baby” amassing more than 600 million streams and a No.2 Billboard Hot 100 appearance from TikTok challenges ranging from members of the D9 strolling to creators on the app creating a dance challenge to it.
Additionally, the rise of Lil Nas X’s “Old Town Road,” initially released independently, the song gained massive popularity on TikTok before topping the Billboard Hot 100 for a record-breaking 19 weeks. The success stories of both of these artists have one thing in common: hits are no longer made by industry gatekeepers but by the collective actions of everyday users.
The shift has empowered artists who might have previously struggled to gain recognition which as a result, has allowed TikTok has become a breeding ground for musical talent, offering a direct path to fame.
While the TikTokification of music offers many opportunities, it is not without its challenges and criticisms. Some industry insiders argue that the platform’s emphasis on virality can prioritize fleeting trends over artistic integrity, causing artists to feel pressured to chase short-term success rather than create music that reflects their true vision.
Moreover, the rapid rise and fall of viral hits can make it difficult for artists to build sustainable careers. Songs that go viral on TikTok can generate significant attention and revenue in the short term, but maintaining that momentum requires continuous engagement and innovation, which can be exhausting for artists who do not have the necessary skills and development to achieve long-term success.
As TikTok continues to shape the music industry, its long-term impact remains uncertain. What is clear, though, is that the platform has fundamentally changed how hits are made. By democratizing music discovery and harnessing the power of viral content, TikTok has opened up new opportunities for artists and redefined the industry’s landscape.
However, this TikTokification of music isn’t without its challenges and criticisms. Some industry insiders worry that the platform’s focus on virality can lead to fleeting trends overshadowing artistic integrity. This can pressure artists to chase short-term success instead of creating music that truly reflects their vision.
Additionally, the rapid rise and fall of viral hits can make it tough for artists to build sustainable careers, as keeping the momentum requires continuous engagement and innovation, which can be exhausting. In this TikTok-driven world, success in the music industry is no longer just about crafting the perfect album or getting airplay on top radio stations.
It’s about creating moments that resonate with a global audience, moments that can be captured, shared, and celebrated in 15-second increments. The TikTokification of the music industry marks a new era where the power to create a hit lies with the many, not the few, forever changing how music is made, discovered, and enjoyed.
With the recent push to ban TikTok in the United States, the music industry faces significant uncertainty. How will the potential loss of this platform, which has become so integral to discovering and promoting new music, affect the future of an industry that has grown accustomed to utilizing it? The question looms large as artists, producers and fans alike ponder the impact of a TikTok-less landscape on the creation and spread of viral hits.