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Is TikTok the new springboard for the music industry? The emergence of new artists, the return of missing hits, exclusive live formats… Artists and labels are taking advantage of this new tool and the results are impressive. Passion Media comes back on this new phenomenon.
The lightning growth of Tiktok
In a few years, TikTok has become a social network must-have. At the end of 2020, the social network had no less than 4 million monthly active users in France. Its particularity? It values the creation and sharing of videos, through generally short formats. A concept that is particularly successful in the music sector. Would TikTok be the new springboard that cannot be ignored? It is quite possible. TikTok has already proven itself by allowing some artists to emerge, or old hits to resurface. Let’s dive into the subject.
Artists adopt the platform
Artists are starting to favor this platform. One recent example was pop star Ed Sheeran who launched his single “Bad Habits” directly live on TikTok. The music was then included in more than 856,000 videos by Internet users. David Guetta, an early user of this social network, also made a similar choice. He chose TikTok for the preview of his track with Sia. More recently, and for a music festival, Jean-Michel Jarre shared live on TikTok his concert at the Elysée Palace. In short, these are examples among thousands.
Choreographies, a universal format
And it goes further than music. Yes, TikTok is also dancing. This is what we call TikTok Dance, the heart of the application and the main reason for its success. The idea? The platform regularly puts forward challenges and new trends, often around specific choreographies and music. It also promotes the influencers or artists behind these contents and encourages its community to be creative. And it’s a hit. There are even best TikTok Dance Compilation to update yourself on all the dances to know.
A strategy supported by TikTok headquarters
The TikTok France teams recently expressed their desire to push even more vertical music on its platform. They are developing a dedicated in-house team, multiplying collaborations with artists and developing their network with managers and labels. Another major challenge? Detecting future nuggets in this mishmash of content. They can thus put them forward, and potentially allow some artists to make their career take off.
Music but not only
You haven’t downloaded TikTok on your phone yet? No one around you has either? It’s possible that you’re not completely targeted yet. Of the 800 million active users of the platform worldwide, 60% of them are between 16 and 24 years old. However, this trend is changing. The social network will soon be fully democratized, more and more people are using it… In short, it is likely that the impact of TikTok will multiply in the coming years, and not only in the music sector.
