TikTok’s Sonic Revolution: How the App’s Viral Influence is Reshaping the Music Industry.

In an age where viral videos sway cultural tides and catchy hooks reign supreme, one platform has emerged as a driving force behind the evolution of music consumption and discovery. TikTok, the short video app that has captured the attention of millions worldwide, isn’t just about dance challenges and comedic skits - it’s revolutionizing the way people experience, share, and even create music. Join us on a journey to unravel the multifaceted impact of TikTok on the music industry. From turning obscure tracks into chart-topping sensations to redefining artists’ engagement with their audience, we will explore the seismic waves of change brought forth by the irresistible allure of TikTok’s beat.

Since TikTok was released in 2016, the platform has gained over 1 billion monthly active users. In this mix of people, trends, and communities, there is an entire music industry - where users preview albums to gauge interest, create trends to new songs, and influencer deals. Many of the most viral artists of today started their careers on TikTok, including Lil Nas X, Megan Thee Stallion, and Olivia Rodrigo.

TikTok has paved the way for obscure songs to top the charts. For artists like Olivia Rodrigo, who began as a Disney child star, TikTok expanded her career beyond this. On January 8, 2021, Rodrigo released “Driver’s License.” By January 9th, the catchy pop beat had ascended to number one on the U.S. iTunes sales chart. This in part is due to the virality of the song on TikTok. 

Four days before the drop, Rodrigo released a teaser for "Driver’s License” and told the story behind its creation. This video now has over 40 million plays and the viral “Driver’s License” sound has been used over 1.5 million times across the platform. 

TikTok has provided a new way for fans to engage with their favorite artists. TikTok provides tools for consumers to create duets and collaborations, as well as linking to other platforms where musicians house their singles and albums.

However, TikTok takes this to a deeper level by embracing authenticity and sharing behind-the-scenes moments with artists. Whether this is “backstage” content like telling stories of the bands, sharing creative processes, or studio tours, audiences can feel more connected to these artists. 

TikTok can also be a valuable platform for up-and-coming musicians looking to gain exposure and build a fanbase. TikTok has a New Artist Impact Program that helps lesser-known artists add their music to TikTok’s commercial music library. This allows their music to be considered for use in ad campaigns, viral trends, or random videos posted by some of TikTok’s billion users. 

The magic of TikTok is this: Overnight, a song can go from being an obscure track to a number-one hit on the charts.

While TikTok’s impact on the industry is undeniable, only time will reveal the full extent of its influence, and whether it represents a fundamental shift in how music is discovered, enjoyed, and shared. One thing, however, remains clear: TikTok’s ability to make songs and artists break into the mainstream at an unprecedented pace indicates its status as a major influence on the ever-evolving music industry.