On August 18, 2020, TikTok did its magic. The young Filipina Bella Poarch hung a hypnotic lip sync video that went around the world. Although the choreographies and the ‘lip sync’ are the norm on the platform, his interpretation became the biggest viral hit of the year. Nine months and millions of views later, Poarch signed a contract with Warner Records to launch his career as singer. A jump to the music which is becoming more common.
Like all great platforms, TikTok has given birth to its own stars, creators who master the algorithm and know how to create content that seduces others. Since its birth, the social network of vertical videos has been inseparable from music. That has made their great stars have stood out for their dances or for their voice. Coupled with a massive organically created fan community, it didn’t take long for that combination to catch the attention of big names. record companies who have seen an opportunity in hiring the new leaders of the Generation Z and take them one step further. “We see how many musical trends start on TikTok, because new artists are discovered here & rdquor ;, he explains Paul HouricanDirector of Music for Europe and the United Kingdom at TikTok.
Thus, in the last two years, big names on the platform such as Poarch, addison rae either Dixie D’Amelio have catapulted their musical careers. Perhaps their names do not sound familiar to you, but your children do. With 25, 21 and 20 years, the three accumulate up to 234.8 million followers, which, to get an idea, would place them as the fifth most populous country in the world. In Spain, other referents of the vertical format in Spain have also done it, such as Lu Decker, Emlan either Leo Rizzi. Other artists have even already won a Grammy.
TikTok is already a great pool of musical stars. The amplifying potential of its algorithm – which multiplies the scope of the videos the longer they seduce the user – has served as a window to project to the world the talent of many young people who could have been trapped within the walls of their room. “It has never been so easy to discover artists who stand out & rdquor ;, adds Miquel Castany, a strategy consultant who works with several record companies. Even those who didn’t seem artistically inclined have taken advantage of their popularity to collaborate with established stars. Nathan Apodacathe warehouse worker whose skateboarding video blew him away in 2020, now raps alongside Snoop Dogg.
Boost for artists
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The goal of TikTok is to keep us glued to the screen for as long as possible. The larger your user base, the greater the interest of the big brands to associate with the platform. Its growing role in the digital world has led it to become the official sponsor of events such as the Cannes Film Festival to the Women’s European Championship. The company knows that to get there it is essential to feed the accounts that engage others, music being a common channel.
That’s why TikTok is accelerating aid to these emerging artists. Thus, last March he launched Sound On, a service – currently deployed in four countries – that will allow artists to upload their songs to the platform and charge for their rights each time it is used, boosting their careers. The first to enter the program are Mun Long, Abby Roberts, Chloe Adams Y Games We Play, singers who have become known on the platform. The next Beatles could be born in vertical format.