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TikTok has become a go-to platform for discovering new music.
Record labels, music marketers, artists, and other creators are all flooding the app with songs.
Here’s a full breakdown of Insider’s recent coverage on TikTok’s impact on the music industry.
TikTok is an essential promotional tool for music artists and record labels.
Songs can rise up organically on the app even if they’ve been outside the mainstream for decades. Marketers can also hire influencers to help a song take off, sparking a wave of user-generated posts from their fans. And some artists even set up private listening sessions with TikTok influencers in the hope that it will help new songs gain steam on the app.
“TikTok has really become a critical part of artist storytelling,” Kristen Bender, SVP of digital strategy and business development at Universal Music Group, told Insider during a webinar on TikTok’s impact on the music industry. “Since we signed our deal with TikTok earlier this year, our labels have been extremely leaned into the platform.”
Watch a full replay of Insider’s webinar on TikTok’s impact on the music industry, featuring execs from TikTok, Universal Music Group, and UnitedMasters
The industry’s attention on TikTok isn’t unfounded. Songs that trend on TikTok often end up charting on the Billboard 100 or Spotify Viral 50. And 67% of the app’s users are more likely to seek out songs on music-streaming services after hearing them on TikTok, according to a November study conducted for TikTok by the music-analytics company MRC Data.
TikTok has become a hub for labels to promote both new releases and back catalog tracks. And a new cohort of social-media music marketers has sprung up to support promotional efforts on the app.
Check out Insider’s power list of the 23 music marketers, artists, digital creators, record labels, and other industry insiders who are using TikTok to help define popular music
From left to right: Jahan Karimaghay, Haley Spencer, Sanu Hariharan, and Gaby Fainsilber
Benchmob; Warner Records; Creed Media; Crush Music; Marianne Ayala/Insider
Paying creators to promote songs on TikTok
Song promo deals between music marketers and influencers have become an important source of income for TikTok creators. Some users can earn hundreds or even thousands of dollars for a single video where they promote an artist’s track.
“Music marketing on TikTok is huge,” Jesse Callahan, founder of the upstart marketing firm Montford Agency, told Insider. “It’s …read more
Source:: Business Insider