TikTok Lessons Part 4: The Modern Music Dynamic
As we have already discussed, TikTok music marketing not only affects brand awareness, user’s purchase behaviors, and buying intentions, it can also lead an artist to success within the music industry as a whole. So how does this work exactly? Well, in this final blog, in the series, I will share the findings of my research on the matter.
First of all I want to touch upon a fairly well-known fact of music publishing. When music artists publish their music, regardless of where and how the music is published, the songs can create royalties. These royalties come in the form of dollars in your wallet. In order to collect royalties, artists need to do their own due diligence of filing for copyright and signing up with performing rights organizations (PROs). Once you are a member, your PRO will collect the royalties on your behalf. There are a number of different PROs, so I would recommend you do your own research to find the one that best aligns with your intentions as an artist. Once your tracks begin to be heard through the different listening avenues, you will begin to earn your royalties. This topic of royalties is a very important component of an artist’s career, however, the details of this sphere is outside of the scope of this blog series. I only mention it because, if you have songs blowing up on TikTok, then you are likely to see significant increases to the metrics of your Spotify artist page and other DSPs. This will in turn create an invaluable stream of revenue for you. Yes, TikTok virality does correlate with increased monthly listeners on Spotify. This is referred to as the TikTok-to-Spotify-pipeline. In the next few paragraphs, we will discuss the space surrounding this phenomenon in greater detail.
While discussing the detail of one of his sources’ research findings, Bai mentions that, “The first thing to note was the already mentioned and so-called ‘TikTok-to-Spotify pipeline’, followed by dissecting the network of record labels, distributors, independent artists, and their formulas for success in the now-significantly-changed music business. Namely, in addition to the demand of TikTok users in terms of releasing the music on Spotify, the journalists also analyzed the names on the Spotify 200 new artists playlist, only to discover that the quarter of them (in said period) came from TikTok, of which 46% signed a major record deal (Caswell and Daniels 2022). Additionally, the overall number of artists who got signed by a major label from January 2020 to December 2021 is impressive: out of the 367 in total, 129 happened as a result of a TikTok viral moment” (Bai 63; Vox). Bai’s look into the research, led by “…journalists Estelle Caswell…and Matt Daniels…”, paints a clear picture of what virality means for emerging artists (Bai 63; Vox). You cannot argue with the fact that, for better or worse, the industry has changed. And more specifically a significant space has been made for them at the table. Bai continues by stating that, “Successful…promotion on TikTok leads musicians into the arms of the readily available and ever-watching eye of the music industry”, in addition, he quotes Caswell and Daniels, “…if you want exposure, you have to be on TikTok. And not only that – you have to post, post, post” (Bai 63; Vox).
Proving to the industry that you are a self-promoting force to be reckoned with is one giant golden key to unlock success within the modern music industry, and TikTok is the stage upon which you can find the spotlight. This Vox video details the research conducted by Caswell and Daniels, and from it, you will surely find something useful, relevant, and inspiring regarding the modern music industry paradigm. I would make it my next watch, if I were you. In sum, these two journalists spent a great deal of time compiling data that might shed a brighter light on the gears churning behind the scenes of the modern music industry. In their research they focused on 125 artists who went viral on TikTok, and more specifically these artists were relatively unknown prior to their TikTok virality. Caswell and Daniels found that, of the 125 artists in their study, 106 of them were featured on editorial playlists on Spotify. Getting “playlisted” is a significant indicator of huge increases in streams on Spotify (Vox). As if this wasn’t enough to support the idea of a TikTok-to-Spotify-pipeline, the researcher went a step further. They analyzed the Spotify Top 200 list, and extrapolated the artists who achieved this status from TikTok virality. They found that approximately fifty of these artists had gained their “big break” on TikTok (Vox). In part two of the Vox video they discuss the role of record labels in all of this. Essentially, the labels are watching, and waiting for the opportunity to capitalize on the next trending artist. “They will entice…”, rising artists, “…with money, which is an advance” (Vox).
In all honesty, this new model is not really much different from the role played by major labels in the past. They have always tried to capture the next big thing, however, in the TikTok-to-Spotify model, everything is streamlined into a feeding frenzy for the labels. One major difference between the role of labels in the past, and this new paradigm is the concept of artist development. In previous models, and in many cases still today, labels sign artists who are relatively unknown, but that show the potential of being profitable for the label. In this case the label invests in the artist, hoping to recoup their investment as the artist develops. This model was common practice in the past, however, today’s model has begun to dismantle the model. Instead, the labels are watching for artists to develop themselves, on TikTok and Spotify, and then attempting to capitalize on them.
In my opinion, and in the opinions of others, this is actually a good thing for artists, because “These technologies provide artists with the ability to grow their fanbase and increase their bargaining power before reaching the negotiation table with a label—giving them more leverage to maintain ownership of their music and receive more artist friendly contracts” (Tribulski 91).
So this is where we are now. What do you think of the new model? I have to say, regardless of your opinion, I hope that you will take my advice and the advice of the scholars, and pop culture journalists, from around the world, that I have referenced in this blog series. Get your music on TikTok and Spotify, and engage your audience by sharing your story, and the stories behind your art. Grow your tribe, and make them feel as though they are a part of your creative and personal journey. All of this just might land you as the next big thing.
In closing, I would like to bring forth one more quote from my research, and in my opinion, this is the most important part of this series. “The intersection of social media, the music industry, and mental health presents a multifaceted landscape, one that demands ongoing scrutiny and adaptive strategies. As the digital era continues to evolve, it is incumbent on the industry, artists, and their teams to continue to reassess best practices and forge a path that safeguards artists’ mental health while leveraging the potential of social media. By doing so, the music industry can nurture a more sustainable, supportive environment that enables artists to thrive both creatively and personally” (Wares 37).
Well friends, that’s a rap. Take care of yourself out there. Build healthy habits, and utilize AI and automation, and others in your circle to ensure you are getting a good night’s sleep, and the peace you need to nurture your next big hit.
This is Liam Cassel, signing out for now…
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