![]() TikTok has become an industry-leading social platform that is not only revolutionising how we discover new music, but the path to success for the music artists themselves. But what happens after? Whether you try to Shazam it or Google that all-too-catchy lyric, you begin to embark on a journey to discover a new music artist. It’s very likely that you will have had a random song from TikTok stuck in your head. Here, Sonni-Ali and Dodla-Bhemah have rounded up a series of case studies to explain how TikTok is delivering a diverse, international and unexpected selection of music to fans. Together, these phenomena mean that global hits can come from any part of the world and from any cultural starting point. Two major focuses for music marketers in recent years have been the use of TikTok and the rapid internationalisation of music culture. She is a composer, producer, singer, songwriter, and she plays a lot of instruments.Below is a guest column by Krystal Sonni-Ali, senior campaign manager, music division, and Jaya Dodla-Bhemah, marketing executive, from influencer marketing agency Fanbytes. ![]() "At times, people's attention spans are shorter and just the content trend doesn't stop."ĭamoyee is a 21-year-old an independent music artist/content creator from Dallas, Texas. "There's kind of this fear, I think, for people that have built huge followings on TikTok that if they stop at any point, people will just stop following them or they'll forget or they'll move on," Cirisano said. TikTok might create opportunities for musicians, but some artists feel that they have to constantly be "on". "I think that we are increasingly in an era where audiences are choosing what they want to hear, and record labels and the rest of the music industry are sort of listening to that," she said. But the rise of TikTok has helped to flip that formula. Celine Dion's "It's All Coming Back To Me Now" came out 25 years ago but earlier this year set one-day streaming records on Spotify and YouTube after lip-syncing the most dramatic part of the song became a viral TikTok thought i’d hop on the trend so here’s a vid of me singing weirdly to try and keep air ⛄️ #fyp #singing #snowmanchallenge #snowman #tiktok #foryou ♬ original sound - Henry MoodieĪnalyst Tatiana Cirisano says the music industry used to hunt for unknown talent and develop it. Sometimes those fans work in unexpected ways. It has to come from fans or the artist because you're talking to Gen Z. "I mean, there's a million examples of a lot of very expensive campaigns that had no return," she said. Webb says she's certainly tried different strategies, but most times when a song takes off on TikTok, it seems to happen organically. With 1 billion monthly active users now on TikTok after a surge in downloads over the pandemic, it's not hard to see why. These days, there's a cottage industry dedicated to marketing a song or artist on TikTok - paying influencers to promote a song, posting short clips to see what people respond to, trying to get a dance challenge going. ![]() Gayle felt the impact of TikTok midway through her tour last year when "ABCDEFU" became a viral hit. Last August, an Atlantic Records artist named Gayle released a song called "ABCDEFU." ![]() Webb knows exactly what she's talking about. And now I feel like it's the 1,000 piece gray sky where TikTok is the only piece that will individually move the dial the way it does." "And you just needed money and leverage and influence as a label. "It used to be a puzzle for a 3-year-old. Nina Webb is the head of marketing at Atlantic Records and said when she first started out in the industry, it was a bit simpler. UGC - short for "user-generated content" - is one of the buzzwords currently going around in the music industry. "I mean, I don't think that any other social media app has done that to this degree. "It's changed music listening from being a one-way relationship where a song comes out and you listen to it on your own, to something that you participate in," Cirisano said. WE’RE BACK BABYYY dc ♬ Freakumdresschallenge - b.beyonce
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