TikTok has taken the world by storm. Its short-form videos have become a cultural phenomenon, with users spending hours scrolling through the app and creating their own content. But one area where TikTok has had a particularly big impact is the music industry. The app has become a powerful tool for promoting new music and launching the careers of up-and-coming artists. But is this a blessing or a curse?
TikTok as a blessing
On the one hand, TikTok has been a game-changer for the music industry. The app’s algorithm is designed to push users to discover new content, and many songs have gone viral as a result. Some of the biggest hits of the past few years, like Lil Nas X’s “Old Town Road” and Roddy Ricch’s “The Box,” have exploded in popularity on the app, eventually reaching the top of the charts. For independent and lesser-known artists, TikTok has been a way to get their music in front of a huge audience that might not have discovered them otherwise.
TikTok as a curse
On the other hand, some argue that TikTok’s impact on the music industry is a curse. The app’s algorithm is designed to keep users on the platform for as long as possible, and this has led to the creation of “TikTok songs” — short, catchy, and highly-produced tracks that are designed to be perfect for the app’s format. Some critics argue that this is leading to a homogenization of popular music, as more and more songs are created specifically to go viral on TikTok. Moreover, the app’s algorithm does not always promote the best or most deserving music, and for artists who have grown big on TikTok, it is not sure if that fame will translate to a long-lasting career in the music industry.
Another problem is, TikTok’s business model relies heavily on short-form videos, the music publishers and rights holders could potentially lose out on royalties for songs that are used in these videos.
In conclusion, TikTok has had a huge impact on the music industry. The app has helped launch the careers of many new artists, and has given independent musicians a platform to reach a wider audience. However, it has also led to the homogenization of music, as more and more songs are created specifically to go viral on the app. Ultimately, it’s up to the listener to decide whether they think this is a blessing or a curse. At Join, we work with several TikTok influencers that could help you promote your music, product or service! Check our website for more information.