Attention spans are getting shorter and the music industry is constantly changing. This makes TikTok the perfect platform to popularize music and catapult new artists into fame. Whether it be teasing new tracks, revealing a surprise collaboration or announcing a new musical era, the app is transformative for artists of all kinds.
It’s not uncommon to see a fresh face in the music industry with a trending song on TikTok to kick start their career. Though they have risen to become some of the biggest names in music now, artists like Doja Cat, Lil Nas X and Olivia Rodrigo have hit the mainstream by going viral online. Thanks to TikTok, many of these artists have gone on to win numerous awards and receive worldwide acclaim in the music scene.
Some of these artists, however, have gone viral unintentionally. In July 2021, indie artist GAYLE uploaded the first snippet of her iconic track “abcdefu,” prompted by a previous video of hers that asked for viewers to suggest ideas for songs. The comment from Nancy Berman, who happened to be a marketing manager at Atlantic Records, suggested writing a “breakup song using the alphabet.” Though it took a little while for the song to gain traction, over 2 million videos have now been made using the resulting “abcdefu” sound and multiple trends have circulated using the song. The song was even nominated for a Grammy in 2023 due to its online success. This track is just the beginning for GAYLE, all because she utilized TikTok to showcase her talents and share her music with the world.
In addition to publicizing new music, TikTok is an excellent way for artists to build their online personality. Some musicians may not reveal much about their lives aside from the projects they are currently working on, but the app gives them opportunities to share their lifestyles. They can even make videos that are as simple as interacting with popular filters or going through their daily routine.
Chrissy Chlapecka, a rising pop artist, was originally a pioneer in reclaiming the bimbo subculture on the app. Her videos primarily focused on uplifting women and the LGBTQ+ community as well as sharing details of her own life. She has amassed a large following due to her bubbly personality and relatable content. Prior to releasing her first single “I’m So Hot” in February, she discussed starting her music career, a goal she’s had since high school. Because she had a sizable fanbase already, it was beneficial to promote her song through her TikTok account and gain support from followers. The song now has over 3 million streams on Spotify.
With TikTok’s algorithm, it is easy to find new music on your “for you” page. Following trends can be a good way to boost personal content and leave viewers interested in what an artist’s next move is. It’s important, however, that musicians post consistently and memorably so viewers will recognize them and return to their content. No matter what type of music is pushed through the app, there’s always something for everyone.