If you take a look at Billboard’s Hot 100 list you will see what looks like a playlist of all the hottest TikTok sounds trending right now. From Ian Dior to Ariana Grande, the similarities are significant. To some of us, that may come as no surprise, but to others, it may come as a shock. It’s no secret that the short-form video platform plays a direct role in controlling the charts, but what does that mean for the future of the music industry?
Music As A Memetic Device
One key insight to pay attention to is how TikTok has turned music into a memetic device. We all know what a traditional meme looks like, but this is different. Each song represents a different trend detailing different topics and languages all across the world, making it the world’s newest go-to platform for music discovery. Just in the year 2020 alone over 176 different songs surpassed 1 billion video views as TikTok sounds. One of last year’s most viral sounds taken from the Drake song “Tootsie Slide” generated a billion views in just three days.
According to the US Music 360 Report, 52% of Gen Z use TikTok for music discovery. Hip-hop, not surprisingly, is the most widely used genre of music currently on the app. Some of the more notable names to blow up via the app include Megan Thee Stallion, Doja Cat, Pop Smoke, and many more. The secret? The catchier the hook — the more likely the sound is to go viral.
TikTok Has Leveled the Playing Field for Emerging Artists
So what does this mean for new artists? TikTok is the ultimate launching pad for unknown artists to start building momentum for their careers. Coming from various different backgrounds, artists such as 24kgolden, Flo Milli, Blu De Tiger, and many more have completely transformed their careers from going viral on the app. In the past 6 months, we have noticed that multiple artists from our Retrospekt lineup have blown up via the app as well. One of those artists being MORGXN, whose song ‘Wonder’ now has more than 43 million streams.
According to TikTok’s first-year end report, more than 70 artists that have gone viral on the app have been signed to major-label deals. For some, their song taking off as a viral sound may be luck, but for others, TikTok has changed the way music producers engineer music forever.
Changes In Music Production
One question music producers are asking themselves now more than ever is “what do Tiktok users want to hear?” A major change we are seeing across the board is the implementation of memorable lyrics, and it has almost been narrowed down to a science. The most important focus? The 4-16 bars make an immediate impression on listeners. There is no longer a negative connotation around silly or ridiculous lyrics either, as sometimes those tend to do better than serious, emotion-inducing songs.
It is important to keep in mind that any sound can go viral, and not limit yourself as a creator. For example, you can never have too much bass. Bass drops create the perfect visual indicator for trends. Same with more melodic sounds, they all can have their own memetic potential. Producers have to remember to keep in mind time restrictions as well. If you want to create a catchy sound, the shorter the better, so keep your hook to around 15 seconds. The more a TikTok video is replayed the better, so try to be cautious of timing when producing.
Can TikTok Sustain A Music Career?
Now we know for sure TikTok can be great for jumpstarting an emerging artist’s career, but the golden question is - can it sustain one? One thing that the trends have shown, it is difficult to “re-create the magic” for most artists. Remember the term ‘one-hit wonder’? This applies to TikTok as well. An artist may get lucky with a star-studded remix or two, but how does that measure up to the long term success of their career?
One thing is for sure, TikTok lives in the moment, and an artist’s 15 minutes of fame can be looked at as one of two ways: 1. the start to a successful career or 2. a missed opportunity. It really comes down to what you do with your shot. One way to make sure you’re on the road to success as an artist is to diversify your image. Find ways to showcase not only your music but your personality, style, culture, opinions, humor, etc. Anything about you that makes you stand out and grabs people’s attention.
The Future of Music Business
Similar to Instagram, TikTok is an algorithm based application, tailoring the ‘For You Page’ to show users content they will like best, based on their niche, interests, sense of humor, shopping habits, and more. One major shift we will see in the music industry is how algorithmic consumption will commodify music. As our playlists and TikTok feeds become more individually customized, our music tastes have somehow devolved to be less personal, with mass media platforms such as radio and MTV no longer playing such an important role in our music discovery habits.
Referred to by some as the “guerrilla radio for the smartphone generation,” TikTok has changed how we consume music. Forget streaming numbers, the new focus — how many users have used your sound in their own videos, making the app one of the few where people consume as much as they create. So what does this mean? The hit-making power has shifted from mass media to algorithms, and with the algorithm being ultimately tailored for individual enjoyment — it can be hard to pinpoint where the real power lies. But one thing remains constant — TikTok controls the music charts for the foreseeable future, and if you’re an emerging artist you should hop on the train now or risk getting left behind.