What is TikTok's effect on the music industry?

October 14, 2021

TikTok is an essential promotional tool for music artists and record labels. Songs can rise up organically on the app even if they've been outside the mainstream for decades. Marketers can also hire influencers to try to make a song take off, sparking a wave of user-generated posts from their fans. And some artists even write songs that directly reference TikTok trends in the hope that it will help it gain steam on the app.

In an interview with Business Insider, Kristen Bender (SVP of digital strategy and business development atUniversal Music Group), said: “TikTok has really become a critical part of artist storytelling. Since we signed our deal with TikTok earlier this year, our labels have been extremely leaned into the platform.” This attention UMG is giving TikTok is not unfounded, songs that trend on TikTok often end upcharting on the Billboard 100 or Spotify Viral Top 50. 67% of the app users are more likely to seek out songs on music streaming services after hearing it on TikTok.

TikTok is the platform to get your music out in to the public. Because it is still easy to go viral and ads are still relatively cheap on TikTok, getting your new song or album out to them is easy on the platform. We see a lot of older songs take off on the platform based on dances or funny trends -this is a great concept to jump on as a music label.

If you are curious about what TikTok can do for your label or career, contact us and we will take a look together at how we can utilize TikTok for you.