The music industry is extremely dynamic, this is not new news. History saw evolutionary changes with the rise of record labels throughout the 20th century which provided artists with new platforms on an international level never before experienced. This period also marked the introduction of capitalists (label owners), possessing the rights of artist’s music to generate a profit. Moving on to the progressive podium created by Music Television (MTV) in 1981; the television network offered a 24-hour broadcast of trending music videos from a variety of artists and genres. MTV marked the importance of visuals accompanying a single (video killed the radio star anyone?). Not only did MTV contribute to the careers of up-and-coming artists but the network set a new tone for pop music on a global level.

Skip forward to the present day, more and more artists are blowing up across social media and streaming platforms overnight. However, many of these emerging young artists are not affiliated with any record label. So, what do they owe their independent success to? The answer lies in the avantgarde promotional app called TikTok. Released in 2016, TikTok is a short-form video sharing social media app which allows for a wide variety of creative production to coincide with an easy-to-share design. TikTok relies on a distinct machine learning algorithm which tracks a user’s varying scrolling habits to create a personalized feed showcasing videos that the algorithm predicts they would enjoy based on their past engagements.

So how does TikTok directly affect the modern-day music industry? The inter-personal relationship between artists, influencers, and the common audience across the platform creates an exclusive association. An association that works in unison with one another to flaunt the music of the artist, endorse the creative recognition from the influencer, and give back to the app’s day-to-day audience. TikTok constantly feeds off the merges between these major pillars to create a perpetual cycle of production and consumption. In turn, this sequence enables musicians – both signed and independent – to release new music with the assurance that their content will be recycled across a diverse number of influential accounts and into the public eye (and ear). In addition, TikTok’s unique algorithm allows users to view both popular videos and ones that are personalized to match their unique taste. Often, these videos consist of a combination of new music by up-and-coming artists, as well as throwback songs by old school artists. The music that is played in widespread TikTok videos coincide with popular trends that come and go in waves.

In a business-oriented perspective, TikTok encompasses a department that collaborates with artists and music labels to scout, promote, and negotiate deals to expand the reach of an artist and simultaneously generate profit for the app. By doing so, artists and music management corporations can work out “behind-the-scenes” deals to promote and foster new popular music on the app. As a result, the music that is frequently used in TikTok translates onto other music charts and streaming services such as the Billboard Hot 100 and Spotify + Apple Music. Publicity services are also conducted through influencer accounts, as popular figures on the app collect a financial return for playing an artist’s song in their videos.

Although TikTok provides an innovative foundation for the exposure of a musician and can even mark the beginning of a successful and star-studded career, as seen with artists like Olivia Rodrigo, Ashnikko, and Lil Nas. Conversely, the app holds disadvantages as well. TikTok’s surge in popularity within recent years has exhibited the app to be used as a major promotional tool for established artists, sometimes to the distain of these artists. This has been brought to the public’s attention when Pop singer Halsey posted a TikTok explaining her frustrations of being “forced” to make TikTok videos by her label. As instances like this are becoming more exposed to the public, a concern about the app’s sovereignty is put at stake. Should the app be managed by conglomerates as a promotional tool or be completely unrestrained? I’ll leave it up to you to decide.

TikTok is the “new big thing”, there is no question about it. Particularly regarding the modern music industry and artist promotion – the app is the novel trademark of music breakthrough and marketing. Nevertheless, an app as powerful as this can serve as a double-edged sword for musicians signed to a label. Until we see the breakthrough of an even more pioneering app, TikTok will stay on top.