by By Courtney Carlisle
In recent years, social media influencers have impacted the music industry, transforming platforms like TikTok and Instagram into vital launchpads for viral content and career transitions. This phenomenon raises several questions: What drives this shift? Is it a genuine passion for music, a strategic business move, or another avenue for connecting with fans?
A prominent example of this trend is Addison Rae, who skyrocketed to fame on TikTok with her engaging dance videos in 2019. With millions of followers, she leveraged her influence to transition into music, culminating in her collaboration with pop sensation Charli XCX on the remix of “Von Duch.” This partnership showcased her crossover appeal and served as a stepping stone into the music industry.
When it came time for Addison to release her latest single, “Diet Pepsi,” she successfully attracted fans from TikTok and Charli XCX’s dedicated following. The single generated significant buzz, landing at #86 on the Billboard Top 100—a notable achievement as her first charting song.
Influencers often have a loyal audience that eagerly follows them across various platforms, excited to see them explore new talents. The music industry allows influencers to diversify their careers, creating new revenue streams and partnerships with established artists and producers. TikTok and Instagram are tailored for discoverability, enabling influencers to tease their music releases, reach millions instantly, and gauge audience reactions before fully committing to a new track or style.
While some critics argue that influencers may lack the musical authenticity of traditional artists, the numbers often contradict this perspective. Chart success, streaming figures, and high fan engagement indicate that many influencers resonate with audiences, tapping into a genuine desire for their content.
The influencer-to-musician pipeline embodies a shifting entertainment landscape where virality, relatability, and creativity intersect. As long as platforms like TikTok continue to blur the lines between content creation and artistry, we can anticipate an increasing number of influencers stepping into the spotlight, redefining what it means to be a musician in the modern age.
You did a great job explaining how influencers like Addison Rae are changing the music industry. I love how you highlighted TikTok’s role in making music more accessible.
I really liked this post and I think you did a great job! Love the example of Addison Rae to make the content more relatable to the reader. I like that you also talked about critics because it brought another perspective to your post. Great job!
Hi Courtney! It’s fascinating to see how influencers leverage their viral fame to build lasting careers. For example, Noah Beck has ventured into modeling and acting, while Charli D’Amelio is pursuing opportunities on Broadway. TikTok is doing a great job of spotlighting emerging artists and reviving classics through viral sounds. For musicians, it’s crucial to strategically use TikTok to promote their songs, balancing the potential to become one-hit wonders with the opportunity to consistently release new hits.