Press Releases of Wednesday, 29 January 2025

Source: Usman Aunaza, Contributor

Exploring the power of TikTok in determining new music trends

Digital marketing companies & online brands advantage of  the power of social media Digital marketing companies & online brands advantage of the power of social media

Music artists looking to turn their passion into a career have dealt with all the curveballs, red tape, and hoops marketing departments have had them jump through over the last half-century. Over time, this landscape has transformed significantly.

Some in the music business believe that the right artist or brand can generate enormous sums of money and success, even if the industry or the broader economy is experiencing a downturn. Now, marketing companies need to overcome a few challenges.

Firstly, they must understand that how consumers find their new music is not a stationary target. In the world of social media, this market has changed rapidly, and the explosive rise of TikTok is a testament to that. Today, we will look at how TikTok determines new trends and how some of the world’s most prominent music companies work with them to help maximize the brand of their latest artists.

The Power Of Digital Marketing

It’s hard to believe that 20 years ago, the primary way music companies promoted new music or artists was via radio and TV. There was a litany of music channels, and music companies paid top dollar to make music videos that helped capture an audience and reaffirm the image of that artist.

Of course, radio plays were always the most proven method of getting a record out there, and getting primetime radio spots back in the 1960s and 1970s could be all an artist needed as a springboard to launch their career. But as TV became more of a force, the power of radio dwindled slightly. While it still has some reach, it’s considered nowhere near as important as it was, say, 20 or 30 years ago.

Digital marketing companies and online brands that have been able to leverage the power of social media and the internet have chiseled off a fantastic market for themselves. Online casinos, for instance, were able to capitalize on this enormous shift in popular demand. An online casino offers a broad spectrum of gaming options in the modern age. Still, their main USP is that they can market themselves effectively as a more convenient way to access online casino games.

Although the world of music marketing might not have many similarities with online poker, they share one variable in common: They have both had to adapt to the shift toward a digital audience and a significant, sudden change in consumer demand.

Other Variables In Music Marketing

The world of music marketing is broad. For instance, if Taylor Swift promoted a new single or album, her record label would focus on Instagram and TikTok, as they know that is where the bulk of her market is.

For a brand as popular as Swift, though, a whole solar system of marketing goes on around her, including significant interest in her partner, NFL star Travis Kelce. Even by association, he is considered one of the most fashionable male celebrities. But even on the opposite end of the scale, musicians look to immediately establish a presence online so that they can reach the broadest possible audience.

Perhaps this is a side point - but once artists reach this level of fame, their songs and music do not need as much of a structured approach. They will go viral on TikTok regardless. But for those looking to break into the mainstream or get their songs to chart, TikTok is the number one platform to look at.

Why Is TikTok So Important In Music Trends?

It boils down to the number of people using the social media app, particularly in the US, where there are over 170 million users. By design, TikTok engages the audience with clips and music, as do Instagram shorts.

This makes it ideal for viral trends to emerge on the app. The algorithm allows users to flick through short clips rapidly, significantly increasing the potential for viewership and the number of people who can hear a song. It’s also led to TikTok dances becoming viral trends, which is one of the most effective ways for a song to be heard by millions of people in the modern era.

Summary

TikTok embodies the world we live in: quick, accessible content that does not require much thought or effort to seek out. We’re not trying to sound insensitive; this highly entertaining and ultra-convenient content has captured an audience that is now in the billions.

Gone are the days when somebody would have to go to the record store to purchase a vinyl or wait for a song to be released on the radio. The world has changed, and social media has enacted many of these changes. With TikTok enacting some of the most prominent changes we’re seeing in Western culture, it is no surprise that it is so influential and pivotal in enabling artists to make a name for themselves in the modern age.

Perhaps other social media channels will be able to muscle in on this trend over the next few years, but for now, the music marketing and PR battleground is firmly on TikTok, and it doesn’t look like that will change anytime soon.