The release cycle has sped up, the race against time intensified.Įnter TikTok. It’s quite obvious the music market, like a number of other media-related markets, has become increasingly saturated, thanks to the advent of streaming services and social media. (Oh, and if this already isn’t obvious, I’m not an expert on the music industry, so this is all just a simplified observation coming from a random person who likes music). In that critical window of time, a song’s legacy is cemented. So it goes, a successful single/EP/album is one that gets people hooked ASAP give it a few days and that’ll tell you what the next few months are going to be like. When it comes to selling a record, time has always been of essence. It’s a fascinating phenomenon and perhaps a compelling (albeit limited) affront to the oft-stifling expectations placed on musicians. I’m also particularly intrigued by how TikTok has created renewed interest in songs that may have otherwise fell off the radar. As a writer, I think their lyrics are absolutely brilliant. Two of my favorite songwriters, Penelope Scott and Shauna Dean Cokeland, are what people would refer to as “TikTok musicians”.
Indeed, some of the songs there are the boring, repetitive, lowest-common-denominator material one may expect from an app associated with quasi-dancing and lip-syncing teens, but I’ve also found some legitimately cool things (I think). Many of the songs I’ve discovered over the past year or two have been from my FYP. Over the past few years, established artists and aspiring stars have flocked to the video-based app to promote their music, or more broadly, their personal brand.
It’s no secret that TikTok has changed the music industry.
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