New era: The effect of TIK TOK on the music industry
Social Media is undoubtedly now well embedded into our lives, greatly affecting the way we perceive the world, connect with people, shop, and discover new music. But how much have do they intervene in the music industry? Why do more and more artists have the urge to be on those social platforms and what is the effect of their presence on their music and revenue?
Even though it’s fairly the newest social media platform, Tik Tok is now well embedded in our lives, greatly competing with the “kings” of the game (e.g. Instagram, Facebook, YouTube), challenging the way we consume digital content and the manner in which we discover and engage with artists and music. Consequently, the music industry entered the “Tik Tok game” to remain relevant and to give the fans a new way to connect with their artists and engage with exclusive content, aiming of course to increase the revenue of the record labels and the popularity of their artists (through viral trends, sharing parts of songs before their release, etc.).
Examples of artists who take advantage of Tik Tok to promote their music & engage with fans:
- Camila Cabello
Camilla will offer a preview of her upcoming new album ‘Familia’ on a revolutionary and captivating TikTok livestream! The artist will perform live for the first time ever tracks from her 3rd studio album, showcasing her musical journey that led to her songwriting evolution, sustainable fashion dresses, and her unique artistry, all revealing her inspirations behind the new album.
“The performance was created using eye-popping XR, augmenting Camila’s singing and choreography with immersive visual effects bringing Camila’s creativity to her fans like never before,” – Description of the upcoming Tik Tok Livestream.
- Jack Harlow
The artist previewed experts of his upcoming new album “Come Home The Kids Miss You” due for release on Friday 8th April. Specifically, parts of the single “First class”, which is part of the anticipated album, were shared and instantly went viral by fans, creating a buzz around the release.
- And finally, it’s not an artist but still mindblowing! – Eurovision song selection through Tik Tok?
As we’ve previously mentioned, the effect of Tik Tok in (not exclusively) the music industry is mindblowing. This has been recently proved, as it is confirmed that the UK entry for this year’s Eurovision song contest will be the Tik Tok legend Sam Ryder! From posting covers from the beginning of lockdown in March 2020 to traveling to Turin to represent his country at Eurovision, the singer generated a large fan base through the video platform and succeeded in making his very first steps in the UK music industry. As the NME states, Sam started posting covers in March, and by the end of the year, he acclaimed the title of TikTok’s most popular artist account!
Undoubtedly streaming platforms, social media, and technologies, in general, have massively affected the way we compose and listen to music, but also the manner in which we interact with our favorite artists and discover new musical talent. Let’s see what the future holds!
Original Source: NME
