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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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Hey Olivia, I loved this topic for your blog post! TikTok is a great platform for artists to grow their music and name, but it also makes it difficult for them to stay on top. I know for myself I have not listened to much of Gracie Abrams’s music, but there is a trend going around on the app that is so popular and catchy that I suddenly knew the lyrics. I liked your example of Chappell Roan as well. It is crazy to think that one song blows up, a big artist does a cover of it, and then they’ve made a name for themselves. I think most songs that play on TikTok are played so often that after a month or two, they are overplayed, and no one listens to them. As you said, artists have to be familiar with the algorithm that might drive them to have a couple of songs for when the first one dies out.
Hi Olivia, I really liked your blog post. I thought that this is a really insightful analysis of how TikTok is changing the music industry! You’ve perfectly captured the tension between creating viral hits and building a lasting career. I personally find most of my songs these days through TikTok.