TikTok changes music: Social media apps force the music industry to evolve

• Author:
• Author name

  Quantumrun Foresight
• March 29, 2022

Insight summary

TikTok's rise as a short-form video streaming app has reshaped the music industry, turning it into a vital platform for discovering new music and launching careers. The app's influence extends from promoting unsigned artists to changing the way music labels approach promotions, leading to a more personalized and engaging connection between artists and fans. Wider implications include shifts in traditional music distribution, the emergence of new business models, and the need for governments to adapt regulations to ensure fair practices in this rapidly changing landscape.

TikTok changing music context

Since its inception in 2016, TikTok has grown into a short-form video streaming app with over one billion active users globally. With 15-second videos and an extra 45 seconds for lip-syncing videos, the platform has a significant cultural impact, particularly in the entertainment and music industry. TikTok has led to the rise of many pop stars through viral videos.

Users can pick different sounds and music from TikTok or make their own. A prime example of TikTok’s influence on pop music was the TikTok viral sensation Driver’s License, which analyzed and remixed Olivia Rodrigo’s 2021 hit song, and ultimately boosted it up to the top of the pop charts with over 300 million views (Dec 2021). Another example includes Nathan Evans going viral for singing a 19th-century sea-shanty.

He went on to make several television appearances and sign a major label record deal. It’s also caused many older albums to become popular again, including Fleetwood Mac’s 1977 album Rumours. Many budding musicians believe promoting their music on TikTok is essential to their success. For example, Universal Music Group thinks that TikTok is “a critical part of artist storytelling.” However, trends on TikTok are unpredictable; often, prominent artists don’t get as much attention as remixes or unsigned artists. 

Disruptive impact

Often, when a song becomes popular on TikTok, it leads to a surge in searches on other streaming platforms, with MRC Data's research suggesting that 67 percent of users are likely to do so. This pattern has led to a shift in the way music labels and artists approach promotions. They are now more inclined to sign lucrative deals with TikTok, invest in understanding social media trends, and collaborate with influencers on the platform to keep their artists relevant.

The rise of unsigned artists on TikTok is another notable aspect of this trend, potentially diminishing the importance of traditional career paths for musicians. In the past, aspiring musicians often needed to secure a major label or record deal to achieve fame. Now, TikTok provides a platform for artists to gain recognition without the backing of major industry players. This democratization of the music industry may lead to a more diverse range of voices being heard, and it could encourage creativity as artists are no longer confined to the preferences of large record labels.

Governments and regulatory bodies may also need to pay attention to this shift in the music industry. The growing influence of TikTok and similar platforms could lead to new legal and ethical considerations, such as copyright issues, fair compensation for artists, and the potential manipulation of charts and trends. As promo deals between marketing teams and TikTok influencers are likely to increase, there may be a need for transparency and regulation to ensure fair practices. 

Implications of TikTok changing music

Wider implications of TikTok changing music may include: 

• A greater frequency of new artists and content creators gaining recognition for their work in various markets, leading to a more diverse and vibrant cultural landscape that reflects a wider array of voices and styles.
• Music artists and labels increasingly evolving the length and style of the music they release to appeal to the formats and audiences unique to each social media platform, resulting in a more tailored and engaging listening experience for consumers.
• Deeper marketing integrations between select social media platforms and music labels, leading to more personalized advertising and promotional strategies that enhance the connection between artists and their fans.
• A shift in the traditional music distribution model, where social media platforms become primary channels for music discovery, leading to changes in revenue streams and the potential decline of traditional radio and retail music sales.
• The rise of social media influencers as key players in the music industry, leading to new career opportunities and a redefinition of what it means to be a successful artist or promoter in the digital age.
• The emergence of new business models that leverage social media analytics and trends to predict and respond to consumer preferences, leading to more agile and responsive strategies for music production and promotion.
• A potential increase in disposable music culture, where songs are created for short-term viral success rather than lasting artistic impact, leading to questions about the long-term cultural value and sustainability of such practices.
• The development of new technologies and tools that enable artists to create and share music directly with audiences on social media platforms, leading to a democratization of music production and a reduction in barriers to entry for aspiring musicians.

Questions to consider

• How do you think TikTok’s influence on the music industry will evolve during the 2020s?
• How might current and future artists adapt their music or careers around these social media platforms?