How TikTok Is Revolutionizing Music Promotion For Indie Artists

by Charlotte Riggs


It is irrefutable that the ways by which we listen to and enjoy music are continually changing – and only part of this is driven by the creation and rise of new social platforms such as TikTok. While it might not seem to be a platform for music promotion on the outset, there are actually numerous methods by which TikTok is revolutionizing the music industry. Several of these methods illustrate the influence TikTok is having on the music world.


Whether you are a music producer, artist, or simply a lover of hot new tunes, it is worth knowing the latest trends in the music industry. We are confident that today’s brief guide will help!

Photo Credits: Pexels


#1 NEW METHODS OF FINDING MUSIC

One of the more prominent ways that our approach to music is changing is through recommended functions and algorithms. In the past, songs were recommended based on what was trending. However, this made it hard for new singles to break through the static.

Now, revolutionary platforms such as TikTok use more focused algorithms to ensure that listeners are recommended music that best fits their normal style. This method allows not only well-known but also aspiring artists to promote their new music to a global if not more targeted audience. A win-win for both artist and consumer!



#2 TIKTOK ALLOWS SONGS TO GO VIRAL ‍ While platforms such as YouTube allowed songs to go viral (with those achieving millions of views often being the most recommended), TikTok has taken this new concept to the extreme. Now, its possible to release a single, go to bed, and wake up to find your song is trending the following morning! Trends come and go that quickly. While this doesn’t necessarily help with long-term exposure, it does offer an excellent opportunity for a recent release to get a faster start, and possibly garner new listeners for weeks, months, or even years to come.



#3 ANY SONG CAN GET ATTENTION The TikTok platform, with videos ranging from 7-60 seconds, provide brief yet powerful global exposure for a variety of users. In the music world, this exposure can mean the difference between zero and millions of views, especially for songs carrying a dynamic message. For example, Emmy Meli's, "I Am Woman". First seen on TikTok last November, this previously unknown singer/songwriter has now received tens of millions of streams on other music platforms as well, including Spotify, iTunes, YouTube, and many more. All music genres can gain recognition on platforms such as TikTok. Hence, many music producers are continually looking to make songs that will perform well on the app.


#4 TIKTOK'S INTERNAL MUSIC DIVISION


The platform has its own Internal Music Division, responsible for monitoring music trends on the app and promoting both previously released and up and coming songs to the Sounds section. For instance, quips of popular older or rapidly emerging songs can be chosen by a user and incorporated into their own TikTok video. This allows for wider promotion overall and many artists strive to get their music into this unique section.


#5 INFLUENCERS PLAY A CRUCIAL ROLE

Another notable change is the growing trend of music producers relying on influencers to help promote new singles. Of course, using influencers for promotion is not a new concept, but it was largely an untapped market for the music scene - at least until the rise of TikTok and the fun, snappy clips it helped us all share around the world.