TikTok is changing the music industry
Social media has created a dramatic shift in the music industry over the years by allowing smaller artists to promote and sell music, connect with fans and create collaborations and connections that weren’t previously possible.
One of the biggest shifts in the industry has been through the app TikTok. TikTok is a video-sharing social networking platform owned by Chinese company ByteDance. The app has allowed a simple 15-second clip to go from a trend to a Grammy-winning track in less than one year, as seen with artists Lil Nas X and Olivia Rodrigo.
TikTok reports that over 176 songs received over 1 billion sound views in 2020, demonstrating how much listening habits are changing. In addition, 90 of those songs climbed onto the Top 100 charts in the U.S., with 15 of those reaching #1 on Billboard. A study by MRC Data and Flamingo has shown that 75% of TikTok users say they discover new artists through TikTok.
“TikTok is the home for music trends that permeate the industry, charts, and culture,” Global Head of Music at TikTok, Ole Obermann, stated in an interview…
