TikTok is an essential promotional tool for music enthusiasts and record labels. Songs can now pop up organically in the app; even if they have been out of the mainstream for decades.
Many readers will wonder: How much impact could TikTok in the industry of music?” Well, the answer is Jorge Ovallethe CEO of LID, a company that has spent 4 years shaping the digital strategies of artists such as Carlos Vives, Tainy, Thalia, Daddy Yankee, Neon 16, Pitizion, among others.
for George, TikTok is the engine for the viralization of content on a global scale, more than the scale of monetization on the platform, the biggest advantage that artists achieve in this social network it is the distribution of your music at a speed never before seen in history.
“It is not only the exposure, it is the level of engagement in the audience that generates great results; when a song is posted on tiktok, there is an increase in consumption on all platforms of almost 400% in relation to the current consumption of the song, before the explosion of the single on this social network”, Oval said.
Given the impact TikTok has had on the music industry, companies like LID have made it their mission to digitally empower artists internationally and take responsibility for the strategies that drive their releases, influencer graphic guidance and development, including creating and tracking your fandom.
According to Jorge, some of the essential for an artist to be successful in social networks are:
– Always connect the content with the music.
– Understand the moments to do each action in social media.
TikTok allows its users to discover new sounds, get them out of their musical “bubbles or tastes” and explore new territories through trends and viral dances or songs.
In this social network, it does not matter if the artist is emerging, international, or has a long history, if he sings in another language, or if his genre is different from the one that musically attracts him; he encourages the public to like it.
TikTok’s strategy relies on music to create trends
It is more likely that 67% of TikTok users search for songs on streaming services, according to a November study made for that company by the music analysis agency MRC Data.
In fact, TikTok has become a hub for labels promote both new releases and tracks from back catalogues. Now, a new wave of music marketers is emerging on social media.
Likewise, creators on TikTok use music to earn income. Song promotion deals between music marketers and influencers became a major source of revenue for TikTok creators. Some users can earn hundreds or even thousands of dollars for a single video promoting an artist’s track.
Lastly, many artists have written songs specifically for the Bytedance social network. While TikTok is often a go-to platform for promoting a newly released track, some artists incorporate the app even earlier in their creative process.
Canadian rapper Tiagz (Tiago Garcia-Arenas) achieved a following of 4.2 million fans on the app by writing songs that directly referenced the app’s popular memes and trends. Thus, it effectively played with its search algorithms and content recommendation.
“I tried to understand the platform,” Tiagz told Business Insider. “I kept making these memes because I saw that it worked.”