Chances are, if you’re a millennial or Gen Z, you've spent at least a little bit of time on TikTok. The social media app, where users create and share content on a wide range of topics (such as dance challenges, comedy sketches, and cooking tips), has taken the world by storm. That includes music. With its large user base and easy-to-use platform, TikTok has had a major impact on the music industry, particularly when it comes to promoting new artists and songs. Here's a look at how TikTok is changing the way we consume music.
TikTok has changed the way we discover new music on social media. In the past, if you wanted to find new songs or artists, you would generally have to rely on word-of-mouth recommendations or luck out and stumble across something good on the radio. With TikTok, users can explore different genres and styles of music with just a few taps on their phone screens. The app's "For You" page personalizes recommendations based on the content you've previously interacted with, meaning that you're always just a few clicks away from finding a new favorite song. If you hear something you like while scrolling through TikTok, there's a good chance you'll be able to find it in the app's library of licensed tracks.
TikTok has quickly become the go-to platform for unsigned artists looking to get noticed. In the past, unsigned artists often relied on expensive marketing campaigns to reach new listeners. TikTok offers a level playing field, allowing anyone with a smartphone and a creative idea to potentially reach a global audience. Also, the app's algorithm gives TikTok users tailored recommendations, meaning that users are more likely to discover new music that they'll enjoy. As a result, TikTok has become an essential marketing tool for unsigned artists who are serious about building a following and launching their careers.
In the past, music labels would release a song to radio stations, hoping DJs would play it enough times to make it a hit. Now, labels release songs directly to TikTok so users can create their own videos set to the song. This bypasses radio entirely, giving users a direct connection to the song. This presents a problem for radio DJs because they feel like they have less control over what songs become hits.Love it or hate it, there's no denying that TikTok is making a major impact in the music industry. In some ways, that impact is positive – giving unsigned artists a platform to showcase their talents, and giving rise to a new generation of stars. But in other ways, it's having a negative effect – making it harder for established artists to stay relevant, and putting immense pressure on young people to achieve overnight success. Only time will tell how lasting these changes will be but one thing's for sure: the music industry will never be the same again thanks to TikTok.
