Social media has completely rewritten the script on music discovery, changing the way songs are shared and listened to, and transforming the way new artists are discovered. Platforms such as TikTok and Instagram have turned traditional music marketing on its head, providing opportunities to turn unknown artists into trending overnight sensations. What used to take years of work within the industry can now happen in days, even hours.
How TikTok Built A New Stage For Artists
TikTok’s influence on the music industry is undeniable. With over 1 billion monthly active users, the platform has become the epicentre of viral music trends, driving no.1 hits and positioning undiscovered talent into the public eye.
Artists like Lil Nas X and Olivia Rodrigo owe much of their early success to the platform’s unique algorithm, which serves content based on user engagement and interests, as opposed to follower count.
Lil Nas X’s ‘Old Town Road’ track initially gained traction on TikTok, where users began incorporating the song into viral dance challenges. This wave of user-generated content drove the song to mainstream recognition and eventually broke records on the Billboard charts.
Leveraging Instagram for The Music Industry
While TikTok is geared towards short-form videos and catchy hooks, Instagram provides a more dynamic way for artists to build a personal brand and engage directly with their audience and collaborate with other musicians, influencers, or brands.
Instagram’s Stories feature has become a go-to for artists to share updates and exclusive content in a way that feels more personable. Instagram Reels, which mirrors TikTok’s short-form video style, has added yet another avenue for songs to go viral, allowing musicians to showcase their work in creative, highly shareable formats.
How Social Media is Changing the Music Industry
It’s not just musicians that are adapting to the changes, the music industry is learning to adjust too. In 2021, Billboard announced it will consider Facebook video streams into its chart calculations for licensed music videos. Unlike in previous decades, where success often hinged on access to studios or industry connections, today’s aspiring artists have the power to reach millions with one post.
This shift has allowed for the discovery of diverse talent that might have previously gone under the radar. Emerging artists from different genres and cultural backgrounds can now find their audience organically, bypassing traditional gatekeepers like record labels or agents.
Navigating the Algorithms to Break Through the Noise
Achieving success on TikTok or Instagram isn’t purely accidental. Understanding how to work with the algorithms on these platforms, whether that be identifying trends, including popular hashtags, optimising for social media search engines or collaborating with other accounts, plays a huge role in determining how far the content will go.
Consistency plays a huge role too. Those who post frequently and engage with their followers are more likely to be rewarded by the platform’s algorithms. Artists will often use these platforms to test out snippets of new songs or ideas, gauging audience reactions before an official release.
Is One Viral Post Enough for Long-Term Success?
The fast-paced nature of social media means that attention needs to be captured quickly and trends are often short-lived. Artists who find success with one viral hit often face the pressure to replicate that success, which can be difficult to maintain.
There’s also the question of longevity. While a viral song can lead to immediate fame, converting that viral moment into a sustainable music career requires commitment, creativity, and an ability to continuously engage their audience over time.
Composing the Future of the Music Industry
Ultimately, social media platforms like TikTok and Instagram have revolutionised music discovery. They’ve allowed artists to skip the traditional industry gatekeepers and reach their audience directly, turning them into household names almost overnight.
As these platforms evolve, so will the ways in which we discover, share and listen to new music. Social media will continue to play a central role in shaping the future of the entertainment industry.
When done right, social media can provide endless opportunities to connect with listeners, transform trends, and define the next era of music.