TikTok is taking over the Music Biz
Y’all, the music biz is so different than it was even one year ago! It’s absolutely wild how fast things have shifted, and it’s all thanks to TikTok.
TikTok is not only the new A&R industry, it’s also the new American Idol, X Factor, Spotify and Apple!! I bet that over the course of 2020, you became hooked on a song after hearing it first on TikTok. Or, if you don’t have TikTok, you heard the song first on an Apple/Spotify playlist called “Today’s Hits” and well, unbeknownst to you… 90% of those songs are from TikTok! Now, when I say “from TikTok” I don’t mean that these artists made a whole new song solely for that platform, but rather, artists were getting their brand new song, 1-year old song, or even 10 year-old song (!!!)to go viral by the power of TikTok’s popularity, and in turn, made a name for themselves seemingly overnight. Let me give you some examples of the most viral TikTok songs of 2020:
"Supalonely" by BENEE feat. Gus Dapperton
"Stunnin'" by Curtis Waters feat. Harm Franklin
“Roses” by SAINt JHN - Imanbek Remix
“death bed (coffee for your head),” by Powfu feat. beabadoobee
The list goes on and on and on and on. No, I’m not even joking. There are over 100 viral TikTok songs from 2020. So what does this mean and what does it say about the music industry today?
For one, it excites artists like myself to know that there’s a new platform where we can grow our audience and reach great success! It has also shown me that this industry has room for everyone: men, women, people of colour, even non-Americans! (I know that last bit sounds weird, but let me explain: There seems to be this ‘belief’ that in order to make it in this business you have to either be an American, or be in America - particularly LA or Nashville.) But only two of the five viral artists mentioned above are Americans! Groundbreaking.
So how come then when I hear that there’s a new viral TikTok song, a part of me shrivels up and dies inside? (I’m a drama queen - get used to it.) Well, because it reminds me that this business is oversaturated as hell. Everyone and their mother is an artist these days… *cough cough* Dixie D’Amelio *cough cough*… which makes it hard for artists like myself to get heard and recognized… unless of course, we win the viral TikTok lottery.
More bad news: it also tells me that one-hit wonders are back!!!
If you grew up in Canada in the late 90s, early-2000s, you might remember the MuchMusic TV show (appropriately named) One Hit Wonders.
It profiled artists that only had one ‘famous’ or ‘household name’ song. If someone asked you to name another song by the artist, you’d look at them like they were talking out of their ass. Examples:
“I’m Blue (Da Ba Dee)” by Eiffel 65
“I’m Too Sexy” - Right Said Fred
“She’s So High” by Tal Bachman
“Bloodhound Gang” by The Bad Touch
See what I mean?
If so many different artists are putting out new music every week, and a new song goes viral every month, is anyone really keeping tabs on that “one viral song from so-and-so last month”? What has she/he/they put out recently? Remember my above list of the most viral TikTok songs of 2020? Can you name another song by one those artists?
I rest my case.
It’s a lot to digest, I know. Or maybe it’s not. But one thing’s for sure: it’s crazy times at TikTok high.
And if you want to join my clique (full disclosure you’re joining the band nerds) you can follow me on TikTok @itsnixyall.
Until next time… stream my music, wear your mask and wash your hands!
all of the hugs and kisses,
NIX