Melanie DePriester
Staff Writer
Over the years, the core method of promoting music has shifted from live performances to radio play to MTV, and now we have streaming platforms to add to the mix, but most importantly, TikTok, to help promote upcoming or existing songs.
In this day and age, it is easier to push out music to a broader audience because of TikTok, and it also requires less effort. An audio clip can go viral almost instantly if it is associated with a meme or edit. One example of an artist who gained popularity from TikTok is Tate McRae, whose songs went viral, in turn helping her gain a larger fan base and go on tour, landing her in the position she is in now.
“Sometimes I see a song on TikTok and think it sounds really good because of the way it is used in a video. And then I go and listen to it, and I don’t like it as much or I like it even more because I’m thinking of the video,” Aleah Heithoff, a dance and film major, said.
Most people do not purposely look for music on TikTok rather, it just shows up naturally on their For You Page.
“I use TikTok probably every day. I will find music as I’m scrolling or maybe on videos that have cool aesthetics or anything like that,” Ava Marcinkovich, a dance major, said.
TikTok’s algorithm promotes songs based on engagement, allowing independent artists to gain massive exposure while simultaneously pushing artists to create more shareable content with hooks at the beginning and catchy choruses. This can lead to viral hits that bypass traditional promotion methods and influence trends on the platform.
“When I first got TikTok. I started liking Mk.gee. One of my mutuals reposted a video about him, and I think that’s how I might have discovered him. I also discovered Steve Lacy a long time ago. I think 2018 on TikTok as well, and now I love his music and still listen to it to this day,” Amara Phillips, a dance major, said.
These methods explain why TikTok is considered one of the best ways to promote music for this generation. It is free and accessible, and often a video will entice viewers enough to stop and Shazam a song just for the audio. If the song is not out yet, the artist will typically have a pre-save link attached to their profile so listeners can start streaming the moment it is released.
“I definitely think TikTok in general is just a really good platform for marketing, and I think it is a good way to capture younger audiences,” Heithoff explained.
She continued, “There are various ways you can use TikTok to promote your music, and the type of video you put together definitely has an effect. It can reach multiple different audiences, which is great.”
TikTok has revolutionized the way music is discovered and promoted, offering artists a powerful tool to reach wider audiences with minimal effort. It is a platform with unique content that can foster an environment where songs can quickly gain popularity and influence trends. For niche or emerging artists, TikTok has become a central component of contemporary music promotion due to its role in audience discovery and viral content circulation.
