Columbia Records CEO on Breaking New Acts, TikTok Stars, and the Next Big Music Genre
The music industry has been revolutionized by the influence of social media platforms and artists gaining visibility and followers faster than ever. At the epicenter of this new generation is Columbia Records, with Ron Perry, CEO, taking the lead. Harnessing his keen eye for talent, developing a modern strategy for building superstars and an approach focused on both artist development and the power of social media, his algorithm is redefining how artists can hit it big in this industry.
From TikTok Fame to Chart-Topping Success
A viral moment on TikTok can launch a career, yet Perry argues the key is to see that viral success as fleeting and only the starting point to a much larger journey. It’s about identifying artists with genuine talent and a unique point of view who happen to find their initial audience on the platform.
Finding Talent via Social Media
Columbia Records is strategic in their acquisition of talent. Perry has developed a process to identify social media content creators who have
the potential to translate fleeting fame into a long-term career. The label recognizes when fans feel like they know the person behind the music and online presence, becoming more invested in their success. Rather than simply streaming the music, people become invested in the person behind the online success.
Narrative and Storytelling: Case StudiesÂ
Respecting the artist’s individuality through their lyrics and visuals is something Columbia Records and Perry invest in greatly. Authenticity is the key – Perry has a belief that an artist telling their story is a powerful marketing tool. Rather than imposing a pre-packaged image onto a new act, Columbia Records encourages artists to share their unique journeys with the world.
Jessie Murph
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A prime example of this cohesive approach in action, Jessie Murph has built a dedicated following with her raw, emotionally charged music. Rather than softening the vibe, Columbia encouraged her rawness and edge in her sometimes dark and vulnerable music videos and social media posts. This consistency has allowed her to cultivate a loyal fanbase relatable yet inspirational to the new generation.
Megan Moroney
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Country singer Megan Moroney’s rise is a testament to the power of personal storytelling. Her breakout hit, “Tennessee Orange”, was a deeply personal story for the artist that hit home with many. The track, which details falling for a fan of a rival college football team, was deeply personal and instantly relatable to many.
Columbia Records amplified this narrative, allowing the online speculation and buzz around the song’s real-life inspiration on social through interviews and social media. With an authentic American voice, vibe and true storytelling, a social media influence became a cultural moment.
Addison Rae
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Addison Rae became a global phenomenon through her dance videos on TikTok. While many saw her solely as a social media influencer, Perry and Columbia Records recognized her charisma and massive online presence as a foundation for a multi-platform music career beyond the reaches of TikTok. The release of her debut single “Obsessed” was instrumental in transitioning Rae from influencer to pop artist.
Cohesive Artist Strategy
While a viral moment is exciting, it takes more to launch a music career with longevity. Perry’s philosophy emphasizes the creation of a cohesive world around an artist beyond releasing TikTok singles. It requires an all-encompassing approach – everything from musical artistry to visual aesthetic and social media presence to ensure future brand partnerships and live performances. With multiple elements working together to represent the artist in a compelling way, the artist’s identity is consistently reinforced and the fan’s connection to the work will further increase in a meaningful way.
Positioning for the Future
In the ever-evolving music industry, Ron Perry is always looking ahead. There is an excitement for relinquishing the “genre” categorization all together and looking towards eclectic artistic inspiration to dominate the charts. It could be that the next big wave could come from a global perspective promoted by social media and hitting the mainstream charts.
Columbia Records has their finger on the pulse on finding new talent through our online global platforms and is ready to be at the forefront of the emerging music movement. Their strategy isn’t about chasing trends or one-hit wonders – it focuses on signing fresh artists who have the potential to define the next era of music. Perry and Columbia Records are not just reacting to the future of music – they are committed to actively shaping it.
