It’s only been two years since Tiktok invaded our cyber world but it has already made a huge effect on the music scene.
In one interview, the management of Tiktok said that there are managers and agents asking them to feature their artists so they can get the exposure they need. It’s also been told that the impact Tiktok creates is no longer limited to making viral Tiktok songs, it’s also becoming a platform that boosts careers.
The lockdown situation has caused delays to important music events like concerts and album launch. Nina Nesbit, an artist from Sweden, thought that she’d be promoting her third album this year. Apparently, they have to delay it because of the pandemic.
According to Nina, she was asked by her music label to do Tiktok as early as 2018. It was only last March that she decided to give it a go. Luckily, Tiktok users noticed her and her recent music that it even got almost a million views in just a matter of days.
What Nina did was effective and, in fact, regarded as the freshest and most effective way to release music these days. It also helped that Nina already has a strong online presence even before she started doing Tiktok. She has a YouTube channel which she launched back in 2009.
Based on her interviews, Nina finds it more exciting to interact with fans with Tiktok compared with the other platforms. She also enjoys the fact that she can create videos at the comfort of her home and immediately reach out to people even those who are in places she’s never been before.
She stated that it’s not just being under an influential music company that can get anyone noticed on TikTok. With a little creativity, one can be famous on this platform.
TikTok is not an app known to release figures that can identify its users and the activities done on the platform. But on a very rare occasion, the management revealed that there’s a particular track that reached 6.5 billion views in the United Kingdom alone, from the period of June 1 to August 12.
Rockstar by DaBaby and Roddy Ricch had 825 million views, which transpired in days that TikTok refers to as the accelerated growth period. The people behind TikTok are also surprised about the attention that new acts are receiving because of the app.
There’s no denying the fact that many people turned to Tiktok during the coronavirus pandemic. Its UK head is convinced that it is during this time that music became the center of TikTok. Most songs in the top 10 charts have been used for dance challenges that went viral. What’s even surprising is that these acts are non-celebrity TikTok users. TikTok heads are aware that the trend on their app is unpredictable and that nobody can tell which song will surface.
The management of the app wants people to focus more on the benefit of using the platform to help new artists. They want their users to be always on the look for the artist they haven’t listened to before and be supportive of their talents.
One of the artists who benefitted from TikTok is Joshua Stylah, a 17-year-old producer who is more popularly known as Jawsh 685. He wasn’t aware that by simply uploading an instrumental version of Laxed Siren Beat Loop from his home in New Zealand, would make him the TikTok sensation that he is today.
Users loved not only the beat but the opportunity to dance with it while showcasing their cultural roots and traditional costumes. Jason Derulo’s attention was immediately caught by this viral Tiktok music that he featured it on his Savage Love song. Savage Love later became the 2nd best selling song of summer, as per the Official Charts Company.
Joshua was grateful for the attention he’s been receiving because of it. It got him new fans and there were even offers from various music labels. It was overwhelming, he said, but although he loved music a lot, it never crossed his mind that it would be his career. Joshua chose the Columbia Records which is now providing him some help now that he’s creating new beats to get to Tiktok.