In recent years, musicians have bypassed the traditional road to fame through a little app we all know so well, TikTok. By promoting themselves on social media, artists can build organic followings and uniquely present their art to the public. So, what started this bite-sized video boom, and how are musicians using it to their advantage? Here’s how musicians
A New Approach to Promotion
TikTok users are some of the most creative people on the internet. Trends, dances, and editing techniques have been invented just from the minds of anyone with a phone. Music is no exception to this innovation, with artists using quirky new methods to get their songs into the ears of the everyday scroller. One particular common method is reaction content. Often, artists will sit in a car with someone they’ve written a song about and film the person’s reaction when they hear it for the first time. This tugs at our heartstrings and connects listeners to the theme of the song promoted.
Another curious way that musicians are using TikTok is with street performances. Artists like Fulton Lee have made a living with creative busking techniques like asking someone to sit on a stool if they’re having a bad day, only for him to whip out a guitar and play them a happy song. Other artists have promoted their music on TikTok by constantly teasing just a small part of a narrative song. Country singer, Chase McDaniel used this method to promote his song, “Your Daughter” for months, leaving fans to constantly check their phones for the latest updates.
If You Can’t Beat Them
Independent artists aren’t the only people who’ve noticed the TikTok promotion method, and it shows. Big record labels are pushing their artists to create content for social media too. There’s something so genuine about an artist talking about their music themselves, rather than being promoted with ads. It’s even a little bit funny when the artists themselves note that they’ve been asked to make the content. Cheeky photos and videos captioned ‘content.’ because artists were told to put something on socials are pretty funny in a meta way.
Furthermore, marketing teams for artists are also using TikTok trends to the artists’ advantage. Leading up to the release of pop icon, RAYE’s first full-length album, My 21st Century Blues, her marketing team took the opportunity to capitalize on the success of RAYE’s viral track, “Escapism”. The song lit up online, skyrocketing RAYE’s popularity and placing her in the spotlight amongst folks who may not otherwise find her music. RAYE is now the winner of six 2024 Brit Awards and “Escapism” peaked at number 22 on the Billboard Top 100 hits. If you do the math, you know the method works.
In Conclusion
In recent years, we’ve seen the world shift through social media. TikTok’s boom was unexpected but mighty. It’s a simple app that can be used just for fun or to promote the most vital parts of our self-expression. We’ve learned that with creative freedom, musicians can and will find brilliant new ways to show the world what they’ve got. From their microphone to your For You page, TikTok artists are changing how we discover music and making fame accessible to everyone.
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