TikTok: The New Wave of Independent Artists
By Alana Aimaq | February 22, 2021
With over a hundred million users in the United States alone, TikTok has taken the social media world by storm. Endless scrolling, countless dances, and a one-way ticket to virality. Now, it has become the leading factor in promoting the rise of the independent artist. During the pandemic, musicians, singers, and producers alike have called it home for posting and promoting their creative endeavors. Record labels are finding new ways to discover new talent, with songs like “Prom Dress” by mxmtoon, “F2020” by Avenue Beat, and “Mad at Disney” by Salem Ilese being only some of the thousands of songs that broke from the app and into the top 40. With most of us stuck at home, the app has given the industry a new perspective on how to scope out the next hit single.
Now let’s look at how this new wave of music discovery is shaping the music industry into what we might see in the future. With TikTok’s endless scrolling feature, people are able to grab sound bites and form trends with the music they hear, whether it be dances, makeup inspiration, or creative transitions. Mikael Wood of the LA Times explained that the same song can come up in five different videos in five minutes, which is the type of exposure that you would never find on Top 40 radio (Garcia-Navarro). Artists like Maya Karli, who currently holds a following of 427,000 fans, found that her consistent video creation has translated to Spotify. She mentions, “In short, TikTok has been a platform that has helped me get more streams, primarily because it’s easier for people to discover you as opposed to the way an app like Instagram works.” People also praise TikTok’s algorithm for its targeted outreach efforts, which constantly search for new clips based on your habits rather than pushing what’s already popular (Leight). As TikTok’s UK head of music operations, Paul Hourican, explains, "It encourages users to go off and find out more about the artists they've heard and listen to their music in full (BBC).”
These undiscoverable acts are now being given the limelight that used to be almost unobtainable. The music industry is being shaped to highlight the unknown, the small but mighty, and allow their music career to flourish with clout rather than contracts. Similar to the rise of influencers, apps like TikTok are now proving that fame can be a quick 15 seconds away.
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ALANA AIMAQ is a CSUN student currently majoring in public relations. After pursuing a business degree in 2014 for two years, she took time off, where she got her start as a social media manager and content creator. For over five years, Aimaq has managed large fashion accounts for multiple labels, working on projects with celebrities including The Kardashians and Justine Marjan. She also is a published photographer, gaining placements in multiple magazines such as Archive and Avant, and working with large influencers on photos for media use. She presently resides in Burbank, California, and will graduate this coming May.