TikTok: the Newest Way to Market Music & Get Songs to Reach New Heights
The newest social media platform TikTok has taken storm in America. The app, where creators are able to make short mobile videos, has been the reincarnation of similar apps Musical.ly and Vine, which both got dismantled in 2017. Today, the app is the fourth in the global app download rank (Business of Apps).
One of the first artists to have experienced this TikTok high is the American singer, Doja Cat. Beginning as an amateur artist on SoundCloud, the female artists' career took off with the release of her music video for her comedy hip-hop track Mooo! Known to create music that gains popularity on the app, Doja Cat has been able to consistently make the top of the sounds list on the app. Whether it be solo-tracks, such as Say So and Juicy, or collaborations like her recent single with hip-hop duo City Girls, Pussy Talk, Doja Cat has benefitted from her popularity on the app, getting her music to the top of charts.
Recently, American rapper Pop Smoke has been one of the various music artists whose music has been heard constantly throughout the app. Multiple tracks from his most recent album, Shoot for the Stars, Aim for the Moon, is seen at the top of TikTok's Sounds List. Songs such as What You Know Bout Love, Mood Swings, and For the Night are at their prime, being three of the most used sounds on TikTok.
The marketing that TikTok provides reaches a massive audience. Popular TikTok creators, such as Charli D'Amelio and Addison Rae, dancing to songs is the newest publicity strategy. The two TikTokers have made their mark on the app and are two of the apps' leading creators. The two influencers gain views like crazy, not going below two-million likes on one TikTok. Their millions of followers are in no doubt to interact with the creators' videos—specifically the sound that they use. They gain thousands of followers a day and users are able to share videos hence, music spreads. TikTok creators are a means of setting trends in the music industry. Just as celebrities set fashion trends, this concept can also be applied to the way "TikTok celebrities" get artists' music heard.
Like any other social media platforms such as Instagram and Twitter, some of LA's A-listers are also on TikTok. Justin Bieber is seen on the app mainly focusing on the comedy side of the app and is just recently posted a TikTok promoting his newest song Holy. Kylie Jenner makes TikToks featuring best friend, Anastasia 'Stassie' Karanikolaou, and sometimes daughter Stormi. And Dwayne "The Rock" Johnson uses the app to show off his workout regimens and crazy diets that make him, literally, as hard as a rock. When these artists interact with TikTok's sound chart-toppers and having an even bigger and diverse following, music is able to reach audiences of all ages.
Knowing this new publicity strategy, upcoming music artists have also promoted their music on TikTok, and for some, the marketing strategy has made a difference in their favor.