The platform was essential to make a viral song
When we associate Tiktok with music, that case of singer Halsey comes to mind who went to his profile on the platform to complain that he cannot release a song with his record label, unless the single has become viral.
The year was 2022 and Halsey He made a huge outburst for his fans, stressing that the label orientation clarified that in the music sector “Everything is marketing”.
“Basically, I have a song that I love and I want to release urgently. But my label does not leave it. I was in this sector for eight years – at the time of the artist’s post – and I sold over 165 million records and my label is saying that I cannot release a viral moment to Tiktok.” vented.
And concluded: “Everything is marketing. And basically they are doing it with all the artists in these days. I just want to publish music, friend. And thanks more. I’m tired.”
The burst of Halsey At that time he opened a precedent for new discussions on music and a relevant interrogation: Now the success of a song depends on Tiktok?
Last year, Jaime MarconnetteVice president of Music Insights and relations with the Luminata industry, he sent a text to the press as part of this question. And asked: “Did you happen to launch your page or publish a short video on a new trend?”
Marconette means as short videos, shared on platforms like Tiktok AND KwaiThey end up collaborating to make new musical successes appear in the sector and how the relevance of these channels has been decisive for a new success in finding their place among the most listened tracks on digital platforms.
The American population spends more time on platforms such as the Tiktok than in traditional activities
According to a search for consumers from Luminate intuitionsThe average population of the United States spends more time on these platforms than in traditional activities such as sport and even reading, making them in a crucial digital space to reach the public, especially in the entertainment sector in a “Hallucinating rhythm”.
The search data of the Luminary clarify that the Tiktok It remains a leader among subscribers that consume music.
An example of this is like fans of J-pop AND K-pop behave on these platforms: 59% of them are more likely to publish on short video platforms In compaction with the average of the subscribers of this format that consume music in the United States. In the case of lovers of hip-hop and from rapThis number comes to 41%.
This indicates that marketing artists and professionals aimed at these three distinct musical genres will have to prioritize the creation of short video content to involve their audience and help to allow these fans to promote music by the artists on their network.
Tiktok users are consumers of high value in the musical market
The data from Luminary They also suggest that these short users are not just active spectators, but also High value consumers in the music market in generalbecause they spend more on streaming services and physical goods of artists compared to the average of streamer of music.
And a very curious fact: 38% of this audience is likely to look live shows or showswhich highlights the potential of short video platforms, because in this format many digital recipes and the most varied experiences for artists and musical brands will be generated.
It is clear that, for large record labels, the Tiktok It has become an important thermometer indicating which song the next great global success will be. The distribution of a track, in audio or video on the platform, is giant YouTubeFor example.
And all this begins when the Tiktok allows the creation of links with other digital platforms, such as Spotify, Apple Music AND Amazonian music.
TO Ole ObermannGlobal chief of the development of the musical business TiktokThe new resource ago “Easier than ever for fans of music enjoys complete music in the music streaming service of their choice, thus generating an even greater value for artists and rights of rights.”
The platform already affects the earnings of public execution rights
And all this potential of Tiktok With the music industry it goes further Megahits Shared with the fans: the distribution force of the platform has influenced, for example, the Copyright management. This is the case of Sphere musicthe leader of the sector, who beat the highest growth of his trajectory with A 35% increase in public execution rights received from its customers, completing the expressive amount of R $ 200 million in Royalties It originated for them, over 9 and a half years of the market.
“We could not talk about a cultural industry in modern times without talking about Tiktok. It is certainly the most disruptive tool invented in the last 20 years, in which short videos with very high involvement musical content are protected by copyright, a fundamental topic for these social media.” explains Daniel Campellothe CEO of Ball.
So that the Tiktok Hands on the decisive position of an essential product and multiplier of musical works in vogue in the global music market in September 2021, the platform had already exceeded the brand of 1 billion subscribersGuided mainly by music, making it clear that the context of the success of an artist could not pass unknown through the catalog of this powerful platform.
And of course all this becomes – and materializes – like great pressure on the careers of musical artists.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
