How TikTok is Breaking the Music Industry

We at Osaka Labs love a good song (we’ve even got an office playlist we think you should check out 👀). Link here

Now, we don’t know about you, but with our days spent glued to TikTok in lockdown, between the memes and viral trends, we’ve discovered new music to add to the rotation. 

Music is the backbone of these shorts, setting the mood and flow or even creating a challenge to a video of 60-seconds. However, it now seems to work both ways, as TikTok has propelled the careers of Lil Nas X and Doja Cat, all whilst birthing a new generation of chart-toppers from creators like Bella Porch with Build a B*tch and Nathan Evans’ Sea shanty off the Wellerman. 

It’s also worth noting the immense success of Olivia Rodrigo and her song driver’s license on the app. For context, the Disney actor had released this debut single on January 8th, 3 days later it broke Spotify’s record for the most streams in a single day for a non-holiday song at 15.17M, before being the fastest song to reach 100M streams. 

Now you may question, is it only popular because it’s charting? Or has TikTok made it popular? To us, it sounds like another chicken or the egg debate 😒. 

As of January 2021, TikTok has acquired 689 million active users globally, with the majority wanting to find funny/entertaining content. A recent UK study from Uswitch found that artists’ earnings and following are boosted significantly as a direct result of TikTok users’ viral videos (no surprise there).

So how do we create a viral song? 

Looking at all the trends, a song that is relatable in the topic does well – as the user can apply this to their life and the story of the video. Also, a song with a simple, memorable beat does well, as it can be paired with simple editing and transitions. 

Now how do we use this information to our advantage as businesses? 

As the video heavily relies on music to help drive their message, it’s worth noting successful business accounts like that of Red bull or The Washington Post, which use current audio trends and songs to convey their specific message, all the aim of natural content. Another advantage is to pair popular songs for higher reach and the ability to become memorable.

To sum it all up, TikTok has become a haven for new musical artists wanting to get their big break (and the proof is in the pudding). It also is one of the top social platforms out there, propelling songs and their content alongside viral success, making it a utopia for brands and businesses to gain exposure.