How TikTok Influences Music Discovery and Streaming

Today, TikTok is reshaping the music industry, serving as a crucial platform for artist exposure and music discovery. Recent studies by TikTok reveal its impact in how someone discovers an artist, and how artists can engage with their fanbase. We’ll review facts from the studies to better understand how we can use TikTok as a key tool in our music career.

Driving Discovery and Streaming

TikTok introduces a refreshed model of music consumption habits. The platform has the capacity to elevate songs to the top of the Billboard 100 and Spotify 50 charts through viral snippets or dance videos. Data suggests that 67% of TikTok users are likely to explore songs on other streaming platforms after encountering them on TikTok, with 75% of these users discovering new artists via tiktok. This effectiveness in promoting music careers by linking artists with a broad audience is significant, and something artists should prioritize in their release and marketing efforts!

Redefining Music Careers

The trajectory of music careers has been notably altered by TikTok. Artists like Lil Nas X and Olivia Rodrigo, who utilized the platform to share their music, have gained global recognition, illustrating how TikTok can raise unknown artists to fame. This development enables musicians to bypass traditional industry barriers, with direct audience engagement and community building without the need for record label support. The "For You" page on TikTok further democratizes music discovery, allowing songs to achieve international popularity, whether or not the artist is famous or unknown.

Insights from TikTok-Published Studies

The platform's studies highlight TikTok's crucial role in enhancing music streaming and engagement. They reveal that active engagement on TikTok is linked with increased streaming volumes, encouraging labels and artists to prioritize posting.

U.S. TikTok users are notably more inclined to discover music on short-form video platforms, emphasizing TikTok's extensive influence on shaping music consumption trends. The "Add to Music App" feature addresses potential concerns about the platform's format limiting deeper music engagement, creating a seamless transition from discovery on TikTok to streaming on music services.

The Complexity of ‘Going Viral’

Who doesn’t want to ‘go viral’? The fact is, on TikTok it’s complex, uncertain, and at times random. The challenge lies in the unpredictability of viral success, complicating artists' and labels' strategies to utilize the platform effectively. While some viral tracks on TikTok do not necessarily translate into streaming hits, users on tiktok are more proactive, attending more concerts and buying more merch— this demonstrates higher engagement compared to the average music listener.

Key Takeaways from TikTok’s latest studies:

• TikTok's Impact on Discovery: 67% of TikTok users stream songs after discovering them on the platform, showcasing its vital role in linking artists with audiences.
  
• Fame Through Virality: Platforms like TikTok have propelled artists such as Lil Nas X and Olivia Rodrigo to fame, bypassing traditional music industry paths.
  
• Boosting Streaming Engagement: High engagement on TikTok correlates with increased streaming, with U.S. users twice as likely to find new music through the app.
  
• Going Viral is unpredictable: Despite its potential, going viral on TikTok can’t be manufactured..but the flip side of that is better fans: 38% of U.S. users attend concerts and 45% buy merchandise, reflecting deep engagement.
  
• Seamless Discovery to Streaming: The "Add to Music App" feature on TikTok creates  deeper engagement with fans, by linking music discovery directly to streaming services.
  

TikTok's impact on the music industry is multifaceted, and constantly changing. It not only creates new opportunities for discovery and engagement but also poses challenges to the traditional models of music career development.

As the industry continues to navigate the tiktok transformation, artists and professionals should constantly stay updated on these trends, whilst staying authentic with their fans through social media.

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