As digital platforms continue to roll out in the music world, it’s the social media platform TikTok getting the most attention from musicians.
TikTok is now drawing one billion users monthly, which according to Music Business Worldwide, is three times more than Spotify.
TikTok stated in their first-ever music report that 70 artists using the platform in 2020 had been signed by major record companies. These artists’ songs achieved a mind-blowing 50 billion video views on over 125 million videos. In addition, five of the songs reached No.1 on the Billboard Hot 100. These artists included Claire Rosenkranz, Dixie D’Amelio, Powfu, Priscilla Block and Tai Verdes.
“The algorithm is crazy on TikTok. You can post a video, and you can have zero followers, and it can do well,” said singer PinkPantheress in an interview for the BBC.
According to a recent study from the Influencer Marketing Factory, TikTok is quickly becoming the dominant social media platform for creators.
Key Takeaways
- 30% preferred TikTok as their favourite platform, with 24% saying it’s they make the most money
- 22% chose Instagram, with 22% saying it’s where they make the most money
- 22% preferred YouTube, and 20% said it’s where they make the most money
- Twitter and Facebook were the least preferred. They also provided the least amount of income.
It’s not just young artists…
… benefiting from the algorithm. Composer Andrew Lloyd Webber has been an early adopter of TikTok, posting videos reaching 260 thousand followers and amassing 1.6 million likes.
Some classical music examples
- Composer & pianist Joshua Kyan Aalampour has 553 thousand followers and 8.7 million likes.
- Aylextv has 7.3 million views for a video that demonstrates songs that seem hard to play
- Violinist darina.skr has nearly 1 million followers, and her debut video has received 29 million views.
- Celinepaolini has over 1 million followers and her videos 10 million likes.
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