How TikTok is changing the global music industry

TikTok is an essential promotional tool for music artists and record labels.

Songs can naturally go viral on this app even if they’ve been forgotten for decades. Marketers can also hire influencers to help make a song popular, creating a wave of posts created by users who are fans of the singer. And some artists are even setting up demos with influencers on TikTok in the hope that it will help new songs gain traction on the app.

By contrast, TikTok also has a dedicated team to work with artists and record labels globally to negotiate licensing agreements with owners and build new ways for TikTok to transform capabilities. its influence into recurring revenue.

Of course for some record labels and other copyright holders, TikTok’s impact on music can be frustrating, especially as the company is asserting its influence as a lever in the industry. licensing negotiations.

But the music industry’s attention to TikTok is not unfounded. Trending songs on TikTok often hit the Billboard 100 or Spotify Viral 50 charts. And 67% of app users are more likely to search for songs on music streaming services after listening to them on TikTok. TikTok.

TikTok has become a hub for studios to promote both new releases and tracks in the old catalog. And a new group of social music marketers has sprung up to support the app’s advertising efforts.

Here are the ways this short video platform is impacting the world music industry.

TikTok is changing the global music industry.

Paying creators to promote songs on TikTok

Song promotion deals between music marketers and influencers have become an important source of income for TikTok creators. Some users can earn hundreds or even thousands of dollars for a video where they promote an artist’s track.

“Music marketing on TikTok is huge,” Jesse Callahan, founder of marketing agency Montford Agency, shared. “It’s been a great way that studios have brought many artists into the spotlight over the last few years. It’s also a great way that creators have made a lot of money.”

Hire influencers (KOLs) to support song launch campaigns

As TikTok’s user base grows and content becomes more saturated, marketers are turning to working with KOLs instead of superstars for music campaigns.

“The prices of superstars are extremely high”said Zach Friedman, co-founder of emerging record label Homemade Projects. “As for how the TikTok algorithm works, it’s hard to know what will succeed. Instead of paying a high fee for a big star, you can pay a KOL only 200 USD but can get 10 in return. million views.”

How TikTok is changing the global music industry | Internet

Music marketers use every opportunity to get their product in front of listeners.

Works with non-KOL accounts

While the strategy of hiring influencers to spark music trends has been tried and proven, record labels also regularly pay other types of accounts to be able to include songs. video background music.

For example, music marketers say they often pay channels to have high-view videos with content like “squeeze pimples” or even a channel that specializes in the scene “hydraulic press crushes objects.” random” using their work as background music. The results show that this is also an equally effective way to attract interest in a song. It’s no coincidence that you often see “song name” comments in videos with a lot of views.

“Using accounts of this type is very helpful in giving an opportunity to an upcoming song to be exposed first and making the algorithm aware of that.” Dan Asip, founder of Acrophase Records, shared.

Create music challenges on TikTok to spark user-generated videos

Some marketers are opening the door to social media users, who are traditionally not considered influencers, to receive money to promote music.

You can think of this as lighting small fires everywhere, instead of lighting a big bonfire by paying KOLs. Sometimes with attractive rewards, challenges can attract the attention of a huge number of users.

How record labels track performance on TikTok

Many record labels have teams that specialize in monitoring TikTok so they can help “Blow the Fire” for a trending song when it started to become popular.

“Our entire music catalog is effectively watched on a daily basis,” Andy McGrath, senior vice president of marketing for Legacy Recordings, a division within Sony Music that focuses on a catalog of songs dating back decades. “We’re constantly monitoring the actions, reactions, and trends that happen on TikTok.”

Tarek Al-Hamdouni, RCA Records’ vice president of digital marketing, said the studio relies on a range of signals such as an increase in streaming on Spotify or a change in audience numbers on YouTube to track its performance. results of the song campaign on TikTok.

“If I find that within a week, our audience [trên YouTube] mostly males aged 25 to 34 and a week later, mostly females aged 13 to 24, that’s a pretty easy sign to start making connections between those two platforms.” Al-Hamdouni told Insider.

How TikTok is changing the global music industry | Internet

Tiago Garcia-Arenas, who often writes songs for TikTok.

Write songs exclusively for TikTok

While TikTok is often the right platform to promote a newly released track, some artists incorporate the app even earlier in their creative process.

Canadian rapper Tiago Garcia-Arenas has built a community of 4.2 million fans on the app by writing songs that are directly related to the app’s popular memes and trends.

“I’ve been trying to understand the platform,” this artist with the nickname Tiagz said. “I will continue to do this because I find that it works.”

Using remixes and mashups

The remixes are extremely popular on TikTok. Whether speeding up or slowing down, inserting clapping beats, or mixing with another track, songs are seamlessly remixed on the TikTok app.

Jacquelyn Schwartz, director of music partnerships for marketing agency Creed Media, said: “A song can have a completely different feel, application, audience when it’s remixed, which really gives it a whole new life.”

To keep up with the trend, record labels and music marketers are working with artists to remix and combine mashups of works as part of their song release strategy on TikTok. This expansive tactic builds on what the artists themselves have long done to get their songs to a wider audience.

But TikTok also makes artists tired

Not all performers are thrilled to spend time on TikTok.

The app’s grip on the music industry has prompted some artists to speak out about the pressure they feel as content creators.

How TikTok is changing the global music industry | Internet

Not all artists are excited about TikTok, typically Taylor Upsahl.

“TikTok has now become a completely different part of our work, taking up a significant amount of time,” performer Taylor Upsahl said. She said it is not easy to have enough time and energy to be both an artist, a content creator and also a KOL on this social network.

The silent influence of TikTok’s internal music management

Not all song trends on TikTok happen by accident or through external music marketing campaigns.

TikTok also has an in-house music department that tracks music trends on their app. Led by former Warner Music chief digital officer, Ole Obermann, the company’s music management team handles artist-record label relationships, licensing deals, and new products. .

TikTok’s music executive team also has a series of “promotional levers” to use to increase the popularity of songs. The company can add new tracks to the playlist in the “Audio” section ofapp, or apply keywords to optimize song discovery in the app’s search interface.

Host private music sessions with TikTok creators

Some artists and record labels work with TikTok’s team to hold private listening sessions with creators to promote songs prior to release.

In the summer of 2020, when Miley Cyrus was preparing to release her single “Midnight Sky,” her team teamed up with TikTok to schedule two private meetings on the Zoom app with about 15 creators to let them know. listen to music early.

How TikTok is changing the global music industry | Internet

Miley Cyrus is one of the artists who knew how to take advantage of the TikTok platform early on.

Other artists like Khalid, Demi Lovato and Marshmellow also attended similar events. Holding a preview session with creators can help an artist’s marketing team understand which types of videos or song snippets can disrupt TikTok.

How the broadcasting industry reacts to the rise of TikTok

For decades, the radio industry has had to adapt to changes in the way music is consumed, as platforms like MTV, Spotify, and YouTube frequently pop up and change user habits.

With the arrival of TikTok, many radio stations and their talented staff have used short-form videos to promote and find new music products.

“I started using TikTok because I was looking for another way to connect with listeners of my show, and I was also looking for ways to expand my audience,” he said. Jeffrey Ramsay, a radio broadcaster shared.

SiriusXM, an American broadcasting company that provides satellite radio services and online radio, recently launched its own TikTok channel.

Steve Blatter, senior vice president and general manager of music programs at SiriusXM, said:What we do at SiriusXM is complement some of the experiences that are available with digital music.”

Refer to BI, TikTok

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