![]() How does this translate into value for record labels? Artist retention. This suggests that TikTok has become a primary source for building future habits when it comes to music. TikTok’s MRC Data/Flamingo report said that 67% of the app’s users are more likely to seek out songs on music-streaming services after hearing them on TikTok. ![]() There’s more than just a widely held acceptance of TikTok within the music industry, as brands and record labels are increasingly reaping the benefits in the form of lucrative financial gains. Instead, they now have the freedom to leverage a platform that champions authenticity, individuality and creativity to build their careers and subsequent fanbases. ![]() This era of digital transformation within the music industry means that artists no longer have to rely on polished music videos with excessive budgets to define their success. Leveraging authenticity, individuality and creativity ![]() Check out my #LGBTQHistory playlist including songs like this one on the UK Sounds Page by heading to camera mode and hitting ‘Add sound’ #QueerSounds ♬ Lost – Album Version – Frank OceanĪccording to TikTok’s study conducted by music-analytics company MRC Data and Flamingo, 75% of TikTok users say they discover new artists through TikTok and 63% of TikTok users have heard new music that they’ve never heard before on TikTok.īuilt-in tools such as the TikTok’s Trends Chart found on the ‘Discover’ page, which shows the week’s hottest trending sounds and user-generated content, are what makes the app a powerful space to explore new music. Now, it’s no longer a question of if artists, record labels, brands and influencers are on the app – it’s how they’re maximising its unique ecosystem. The app’s global reach has made it more accessible for artists to have their music listened to by millions of users. The phenomenal success of diverse artists such as Somali artist Nimco Happy and LGBTQ+ UK Rap artist Dreya Mac as well as up-and-coming singer Pritt, whose music is heavily influenced by her Tamil heritage, are examples of the shift in power dynamic that TikTok has created. 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. The study uses “Dreams” by Fleetwood Mac as an example, which went viral sound-tracking a cranberry juice-swigging skateboarder video and sent the album to the top ten of the Billboard charts.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. There’s a high potential for success to bleed out from TikTok onto other platforms and into the music charts. 84% added the song to a specific playlist so they could listen again later. Luckily, discovering a song on TikTok had a lasting effect for the majority of users. Musicians may moan about their art being reduced to an easily-digestible clip – surely a proper fan would appreciate the whole song? A similarly queasy reveal is that 72.6% surveyed thought that artists should be making songs specifically to be used as dance trends on TikTok. Of those surveyed, 70% agreed that TikTok increases exposure to new music, with hip-hop the most discovered genre of music and pop the second, at 73.5% and 58.2% respectively. It may be doing nothing for our attention spans, but the takeaway is that listeners are coming across more songs than before. Snippets of songs new and old are going viral on TikTok at an increasing rate.
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