Ada Selcuk
Arts and Sports
From album reviews to the radio, the media’s influence on the music industry is undeniable. However, the average social media user has more power than they might believe. With the rise of platforms that are intertwined with audio and video, such as TikTok and Instagram, “trending” songs have seen a jump in listening activity around the world. This demonstrates the platforms’ capability of thrusting an unknown musician into the spotlight.
TikTok, previously known as Musical.ly, has influenced Instagram to promote a video-based format for their posts. As two of the most prolific social media platforms, users are exposed to songs as they scroll through their feed. Once a song is “trending”, the effect snowballs within the platform’s users. As more people make content with a musician’s song, and more of its users are exposed to said song, the listening activity on streaming services increases. Utilizing this advantage, many artists, especially lesser-known ones, have seen a significant impact on their streaming data: Wintel reports that, in 2017, there has been around a 40% increase in the overall market share, with an increase of 46% within the indie category. This trend can also be seen in Billboard rankings. Viral TikTok and Instagram Reels songs such as “Supalonely” by Benee, “Telepatia” by Kali Uchis, and 175 other songs in 2021 have topped the Billboard 100 charts. The data shows the significant impact that social media platforms have on the music industry.
Advertisers and major music labels are also recognizing the potential of these platforms. Artists and labels now have the chance to reach new demographics and fresh fan bases. Kristen Bender, the senior vice president for digital marketing and business development at Universal Music Group, says, “Our labels have been extremely leaned into the platform. [...] TikTok has been a critical part of artists’ storytelling”. Along with Universal Music Group, other labels have been trying to find more ways to engage with the viewers through content creators. By paying influencers to promote a song, it could reach millions of people through a short video.
Even though major music labels have historically controlled the music scene, social media shows this does not need to be the case anymore. Due to the nature of video-based platforms, artists have a new way of connecting with people and promoting their songs. The change is an exciting opportunity for labels, musicians, and music-enjoyers alike.