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By: Olivia Pulliam
In the days where CDs and iPods were our main ways of streaming music, listening to music felt like an experience–a whole album, played start to finish, that built an artist’s reputation over time. Today, that experience has become something faster, flashier, and sometimes forgettable. TikTok has reshaped the music industry into a rapid-fire landscape, where 15 second hooks are enough to create household names. As TikTok’s algorithm drives the music industry towards the next viral hit, artists face a growing battle to create music that lasts. The question isn’t just how to go viral, but how to stay relevant, create songs with meaning, and build a career that’s not tied to a fleeting trend.
New artists like Chappell Roan and Pinkpantheress have captured the platform’s viral algorithm, pushing their music into pop culture almost overnight. Chappell Roan’s “Pink Pony Club” and Pinkpantheress’s “Pain” both grabbed TikTok’s attention, introducing their unique sound to new and larger audiences. However, the platform’s constant cycling of new trends means artists now face the challenge of converting momentary fame into a lasting career, much like Lil Nas X did with “Old Town Road”. In a Ted Talk that further discusses TikTok’s impact, Padmini Simhan explains how the platform’s revolutionary power over the music industry provides incredible exposure while also challenging artists to stay relevant past their viral hits.
Check out Padmini’s Ted Talk here: https://www.youtube.com/watch?v=9HoCSH6PW38&ab_channel=TEDxTalks
TikTok’s formula for success prioritizes 15-second snippets, placing pressure on artists to create hooks that capture attention in seconds. But can a successful three-minute song fit into an algorithm designed for 15 second clips? According to TikTok, over 176 different songs surpassed over 1 billion views in 2020 alone, with 90 of these landing on the U.S. Top 100 charts and 15 reaching number 1 on Billboard. These achievements highlight the platform’s power as a highly-successful promotional tool for new music.
In today’s evolving music industry, artists must strike a delicate balance of leveraging TikTok’s viral capabilities all while maintaining depth and resonance in their music. As trends change, the challenge is to create material that not only attracts listeners’ attention but also establishes a long-term connection with them. Ultimately, the success of today’s artists may be determined by their ability to innovate within this algorithm, while also creating meaningful songs that last beyond the viral moment. Those who are able to combine catchy hooks with honest storytelling are likely to succeed, leaving a legacy that is remembered after the algorithm’s viral moment fades. As the music industry continues to adapt, the importance for artistry grows, reminding us that behind every trend, there’s a story to tell.
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