Music, Opinion, Technology

Tik Tok Is The New Music Promotion Tool

Nmesoma Okwudili


February 12, 2024

In an era where social media reigns supreme, it’s impossible to deny its pervasive influence across various sectors, with digital marketing being no exception. Among the myriad platforms in this digital landscape, TikTok stands out as a prime example of growth over the past few years.

Undoubtedly, TikTok has transformed into more than just a platform for goofy dances and lip-syncing antics. Indeed, it has evolved into a playground for record companies and musicians looking to expand their reach. Browsing TikTok inevitably involves encountering someone dancing or singing the latest songs. TikTok is slowly—or maybe not so slowly—becoming more than simply a place for pleasure; it’s becoming a sanctuary for easy music marketing.

At the moment, TikTok is a place to find new music releases and weekly music trends. By exposing users to various song versions, the platform generates revenue through streaming, utilizing algorithms that assist artists in attracting listeners interested in specific genres.

When users incorporate specific songs into their videos, both the original musicians and the content creators receive compensation. An example is Ayra Starr, whose track “sability” gained viral traction on TikTok, inspiring others to create content with it. This surge in popularity and the resulting trend significantly contributed to the artist’s remarkable success in the music industry.

What makes it intriguing is that TikTok yields varied outcomes based on your chosen music promotion methods. Results can vary significantly based on how you present the same song on the platform each time. Singing your song, for instance, might only get you average results. However, if you start the video with something unique and intriguing it is likely to perform better, drawing in more viewers.

Also, it’s really easy and feasible to get your song to become viral. Make a dedicated effort to connect with TikTok influencers after posting your music, especially those who are dancers or singers. The key point is that you don’t need more than a thousand followers to accomplish this; many people have gained widespread recognition simply making interesting videos. 

Labels now utilize TikTok as a central hub to promote both new and older releases. Moreover, a new wave of social media music marketers has emerged to enhance app promotion initiatives.

Noteworthy is that TikTok not only showcases the latest songs but also revives previously overlooked or underappreciated ones. The song ‘Billionaire’ by Stanley Okorie, from the Nollywood film, is a prominent example. The essence of the song captured the attention of the platform’s global user base, leading to widespread adoption in video content. Consequently, the previously overlooked elderly musician began getting requests to play live in neighbouring cities.

All in all, TikTok’s influential impact on the music industry is poised for continuous growth, attracting an expanding fan base for upcoming releases. Anticipations suggest further prosperity for the music industry from this dynamic platform as marketing progressively becomes the new norm for this generation. TikTok and the music industry are expected to develop a more symbiotic connection that will open up new doors for artists and support a dynamic environment where promotion and innovation converge to influence how music is discovered in the future.


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