How TikTok is Shaping the Next Generation of Musicians 

The digital age in music has ushered the industry into uncharted and newer territories, especially in marketing, distribution, and consumption of music. In recent times, social media—and TikTok, in particular—has become a major platform for new artists to emerge, reaching audiences in a way that’s faster, more organic, and sometimes wildly unpredictable. TikTok has revolutionized music promotion and given indie musicians, in particular, the ultimate stage for connecting with listeners, transforming viral moments into lasting fanbases. Let’s take a deep dive into the Role of TikTok in Breaking New Artists.

We’ll be taking a look at the following:

1. How Has Social Media Impacted The Music Industry?
   
   
2. What Is TikTok’s Artist Account?
   
   
3. How Is TikTok Influencing The Music Industry?
   
   
4. How To Use TikTok For Promoting Music?
   
   
5. Who Are The Most Successful TikTok Musicians?
   
   
6. Our Final Thoughts

How Has Social Media Impacted The Music Industry?

Social media has totally changed the game for music, and we’re just getting started! These platforms have turned the music industry upside down, giving artists countless ways to reach global audiences with unique, engaging content. As social media keeps evolving, so do the opportunities for musicians to make a mark on a worldwide stage.

In August 2018, TikTok teamed up with the video app Musical.ly, and boom—it was an instant hit! Within months, it topped the Apple Store charts as the No. 1 best-selling app, according to Variety. Fast-forward a few years, and TikTok now draws in over a billion active users every month, turning it into a prime spot for rising artists to get their music heard. Users have jumped on board too, using these tracks to spark new trends, challenges, and videos that keep the app buzzing.

TikTok made it a breeze for users to mix videos with sound, turning them into editing pros right on the app. With its focus on catchy sounds and easy editing tools, TikTok quickly became the ultimate hub for short, snackable content that keeps us all coming back for more! Instagram and YouTube were quick to catch up to TikTok’s format as well, but one may say that they haven’t been quite able to reach the heights of TikTok with Instagram Reels and YouTube Shorts, both good platforms for music promotion and content creation.

Social media has reshaped the music landscape by levelling the playing field; any artist with a smartphone can create, share, and promote their music to a global audience. Where traditional music promotion was once limited to radio, TV, and live events, social media—especially platforms like TikTok—has opened up new avenues for artists to go viral and gain rapid exposure.

What Is TikTok’s Artist Account?

The Artist Account is like a go-to toolkit for musicians on TikTok, packed with features to help artists connect with fans on a whole new level. Open to any artist who’s released music, it’s the perfect way to showcase your music, share a peek into your creative process, and keep fans in the loop on your latest drops.

Upon activation, artists gain access to several resources within the Artist Account, including:

• Artist Tag:

This is your official badge as a TikTok artist. The Artist Tag sits right under your account name, letting the community and new fans know you mean the Music Business! Uploading just 4 songs can get you access to this tag.

• New Release:

This tool gives your new music the spotlight it deserves, boosting reach and impact across TikTok! You can highlight a track for up to 14 days before release and 30 days after, marking it as a New Release on discovery pages to drive even more listens.

• Music Tab:

The Music Tab curates your entire catalogue in one spot, making it easily accessible for fans to find and explore your music on TikTok. New releases are added automatically, so fans can dive into your latest tracks without missing a beat!

• By Artist:

The 'By Artist' feature boosts visibility by letting you pin a favourite post right at the top of the discovery page. Whether it’s hyping up a new release or a trending clip, this is your chance to spotlight your best TikTok content!

• Behind the Song:

'Behind the Song' lets you share the stories and inspirations behind your tracks, building a deeper bond with fans. It’s already a hit with artists who’ve used it to give fans a closer look at the magic behind their biggest hits!

With an Artist Account, musicians access insights like view counts, follower growth, and audience demographics, which are invaluable for gauging what resonates most with fans. Additionally, the Artist Account enables access to TikTok’s SoundOn distribution service, giving musicians direct control over their releases and royalties. The artist account is built to empower artists, from content creation to monetization.

How Is TikTok Influencing The Music Industry?

TikTok is reshaping the industry by determining what’s popular through virality rather than traditional gatekeepers. Major record labels, streaming platforms, and even radio stations now track TikTok trends to discover new talent and potential chart-toppers. When a sound or song catches on as part of a trend or challenge, it can create massive exposure, often leading to record deals, streams, and playlist placements.

These days, you don’t have to keep waiting for your MP3 download to finish or hope to catch your favourite music video on TV! Apps like Instagram and especially TikTok have trained us to expect quick, catchy clips paired with engaging visuals, each swipe bringing something new. It’s all about keeping up with our impatience and our love for a quick hit of entertainment.

TikTok’s influence is so powerful that labels are now prioritizing artists’ TikTok engagement when considering new signings, and it’s not uncommon to see songs blow up on TikTok first before climbing the streaming charts. For instance, JVKE’s song "Upside Down" gained traction on TikTok through a series of creative videos, drawing in millions of listeners. His viral success eventually led to a record deal with AWAL. 

Just like every industry, the music world is in constant flux, driven by tech advancements and the ever-shrinking lifespans of content. With shorter attention spans and endless choices, music fans are moving faster than ever.

How To Use TikTok For Promoting Music?

For independent artists, TikTok is a great promotional tool (also one that is FREE!). Creating catchy videos, hopping on trends, or starting a new challenge can often boost a song to virality and success. Consistency is crucial here as the algorithm supports a regular upload of content. Posting snippets of new releases, behind-the-scenes footage, and creative content, artists can build familiarity and rapport with viewers. Collaborating with influencers and TikTok creators can also boost visibility, especially when they use a track in a trend or dance challenge. The trick is to stay authentic and not be afraid to experiment.

• Music Discovery:

TikTok has changed how we consume and discover music. Unknown artists can be catapulted to fame by one catchy song and a single snippet paired with a creative video can rack up millions of views fast. Lil Nas X is a great example of an artist who shot to fame with his track “Old Town Road” on TikTok and turned it into a global sensation.

• The TikTok Community: 

The TikTok Community thrives on user engagement and participation. You can easily build a loyal fanbase on TikTok by responding to comments, joining trends, or collaborating with creators, which tend to build stronger communities and connections with fans.

• TikTok’s Tools for Music Promotion: 

TikTok’s features are what make it such a versatile and popular tool for music promotions. The “Sounds” feature lets users add songs to videos, so if your track is popular, it could end up in thousands of clips. The Duet and Stitch features are great for getting personal with fans, letting you interact directly in fun, creative ways.

Pro-Tip: Creating visually engaging content pulls viewers in and gets them to interact—TikTok users love dance challenges, storytelling, and fun routines! Keep things fresh with regular posts and stay active with your audience. Using trending sounds and hashtags can boost your reach. Encourage fans to use your songs in their own videos too! A fun way to get fans involved is with UGC (User-Generated Content) like asking them to make lip-sync videos, Dance challenges and many such videos to gain traction and amp up your streams.

Who Are The Most Successful TikTok Musicians?

Creating a viral hit on TikTok is part strategy, part creativity. Engaging with current trends, choosing hooks that resonate, and staying active are key ingredients. Many artists have been able to develop short music videos which are key in capturing attention fast! The focus is on the catchy parts of the song (mostly hooks), and aiming to create an emotional or entertaining impact. 

Artists experimenting with trends and humour or storytelling are quite popular on the platform. Artists often collaborate with popular creators too, who can help amplify their tracks to a broader audience. Recently, artists like Chappell Roan and her track ‘HOT TO GO’ have been a massive hit on TikTok.

A ton of artists have leapt from TikTok fame to mainstream stardom! Just look at artists like Lil Nas X, Doja Cat, and Olivia Rodrigo—they all found their footing on TikTok and took the music world by storm!

• Lil Nas X:

His viral hit "Old Town Road" took TikTok by storm and was all the rage in late 2018. The song's catchy hook and relatable themes made it perfect for memes and challenges. Its success on TikTok led to a record-breaking run on the Billboard Hot 100, showcasing the platform’s power in music promotion.

• Doja Cat:

Her track "Say So" became a viral sensation on TikTok and gained massive popularity. The song inspired countless dance challenges, creating a buzz that translated into mainstream success. Doja Cat effectively engaged with her audience by participating in trends, further boosting her visibility and fan connection.

• Olivia Rodrigo:

Her emotional anthem "Drivers License" resonated deeply with TikTok users and sparked a massive wave of covers and other user-generated content. Due to TikTok, she could rise to fame rapidly from being an unknown name to a chart-topping success. 

• Tai Verdes: 

An independent artist who found fame through TikTok with his catchy song "Stuck in the Middle." He shot a TikTok video in his car and promised to release the track if the video hit 1000 likes. Tai's relatable lyrics and engaging personality struck a chord with users, leading to widespread sharing. This shows how Indie artists can use TikTok to rise to fame even without a major label backing them.

Our Final Thoughts

There’s no denying TikTok's power in launching new artists! It offers tools and opportunities that didn’t even exist a decade ago. For up-and-coming musicians, mastering TikTok isn’t just a nice-to-have—it’s essential in today’s digital landscape. By creating engaging content, jumping into the community, and making the most of the platform’s unique features, artists can kickstart their careers and soar to new heights. TikTok is more than just a trend; it’s a game-changing tool that can truly transform an artist’s journey in ways we’ve never seen before!

We at GreaseRelease, have a bunch of curators on our network who are looking for new & exciting music to push on their massive playlists. If you make music and want to reach a wider audience, check out our submission platform and get a chance to reach millions of listeners! Submit your tracks now!