By Kaliyah Green
TikTok has evolved music discovery, with its algorithmic approach. TikTok creates viral trends where snippets of songs can skyrocket to fame, often long before they hit traditional music charts.
This phenomenon is not limited to mainstream artists. Many independent musicians and song writers have found an audience on TikTok through catchy hooks and viral challenges. For instance, songs like “Say So,” by Doja Cat, gained popularity on TikTok through users creating dance routines.
The question of whether people are discovering music from artists themselves is more complex. Artists still play a significant role in promoting through social media, concerts and personal branding. Common strategies include using targeted hashtags, launching challenges and contests, collaborating with influencers and creating content based on trending sounds and topics.
With TikTok being a dominant force in music promotion, artists are increasingly pressured to create songs that are TikTok-friendly. This has led many artists and labels to prioritize engaging rhythms and viral potential over full-length storytelling and intricate production.
According to CareerHub, TikTok has the ability to get songs to the top of the Billboard 100 and Spotify 50 charts through viral snippets or dance reels. Data also shows that 67% of Tik-tok users are discovering new artists via TikTok.
Meghan Trainor is one of the many artists who have embraced the Tiktokification of music. Her approach to creating songs with the potential to go viral demonstrates a shift in focus toward platform-friendly content.
Other artists like Doja Cat, Olivia Rodrigo and Lil Nas X have similarly navigated TikTok’s influence, leveraging the platform to build their brands and connect with audiences in innovative ways. The result is a new wave of music that blends strategic marketing with artistic expression.
During the pandemic in late 2021, Trainor noticed her old music was going viral, including “Title,” a previously unreleased song from her debut album. She created a dance reel to the song, which helped boost her exposure.
At the time she hired Chris Olsen, Tiktok celebrity and Trainor’s secret weapon, to post content days twice a month, during which they recorded 10 videos at a time.
According to a report from the Caroline Journal of Law & Technician, major record labels adapted to TikTok’s influence, but not always in ways that benefit artists.
Labels now track TikTok engagement before signing new musicians, prioritizing those who already have a viral moment. This approach can give talented artists a disadvantage, as they may not fit the platform’s algorithmic engagement.
While TikTok can boost a song’s popularity overnight, the fame is often fleeting. Many viral hits experience a surge in streams but quickly fade into obscurity once a new trend takes over.
“I only know some songs because it went viral on TikTok and they were catchy,” sophomore social work student Gedeon Koko-Alogbleto said.
TikTok isn’t necessarily ruining the music industry, but it is reshaping it in ways that favor virality over the longevity of music. It provides artists with unprecedented exposure; it also changes how music is created, marketed and consumed.
