We tracked what happens after TikTok songs go viral

Summary

This video explores the rise of independent artists who gained massive attention through TikTok, analyzing how virality has transformed the music industry. It delves into how viral hits lead to increased Spotify streams, label signings, and the shift toward content creation being just as important as music production. The script emphasizes the importance of balancing viral moments with live performances and fan engagement to achieve long-term success. Artists like JVKE and Edith Whiskers illustrate the challenges of converting online popularity into a sustainable career, highlighting the evolving role of social media in modern music.

Takeaways

• 😀 Viral success on TikTok can instantly boost an artist's career, leading to massive increases in Spotify streams and mainstream recognition.
• 🎶 Music is becoming just one piece of content that artists create, with the emphasis shifting toward overall content creation and social media presence.
• 📈 TikTok and Instagram are key platforms for emerging artists to grow their fanbase and gain exposure, often quicker than traditional methods.
• 📊 Artists are increasingly judged by the growth of their social media followers (TikTok, Instagram) and streaming numbers (Spotify, YouTube).
• 🎤 Touring is an essential next step for artists once they gain popularity online, as it helps solidify a real connection with fans and brings financial stability.
• 🎥 The transition from social media virality to live performances can solidify an artist’s long-term career and fan loyalty.
• 💡 Independent artists now have more leverage than ever, as TikTok virality allows them to negotiate favorable record deals or even bypass labels entirely.
• 🎶 Despite the opportunities, the pressure to constantly create content and maintain relevance on social media can be overwhelming for artists.
• 🚀 Artists like Jake show that viral hits can lead to tangible real-world success, with live performances becoming a crucial part of an artist’s journey.
• 🔑 The power dynamics in the music industry are shifting, with independent artists having more control over their careers and a growing emphasis on their digital presence.

Q & A

How has TikTok changed the way new artists are discovered?

TikTok has revolutionized music discovery by allowing artists to go viral based on short video clips, which often leads to massive streaming increases. Artists can now gain millions of views and grow their following rapidly, with songs frequently becoming viral sensations that drive listeners to platforms like Spotify.

What is the 'TikTok-to-Spotify pipeline'?

The 'TikTok-to-Spotify pipeline' refers to the trend where songs that go viral on TikTok lead to a significant increase in streams on Spotify. This pipeline has become a crucial tool for artists, as TikTok virality often translates into playlist placements and millions of streams on music platforms.

What role do record labels play in the success of TikTok artists?

Record labels have become more interested in signing artists who have already gained traction on TikTok. In many cases, labels offer better deals, such as 50/50 revenue splits, as a result of the artist's pre-existing digital success. Labels now act as facilitators to help artists capitalize on their viral moments, but they are no longer the only gatekeepers to success.

What metric is just as important as TikTok follower growth for measuring an artist's success?

Live touring is just as important as social media growth for measuring an artist’s success. Being able to sell tickets, merchandise, and perform live for fans is crucial for establishing a deeper, lasting connection with an audience beyond just digital streams and followers.

How have some TikTok artists transitioned to live performances?

Many TikTok artists who went viral transitioned to live performances, with a significant number of them either playing festivals or hosting their own shows. This move allows them to monetize their digital fame through ticket sales and merchandise, and deepen their connection with fans who want to see them perform live.

What challenges do artists face in maintaining their viral success beyond TikTok?

One of the major challenges artists face after going viral is maintaining their relevance and sustaining long-term success. Many artists must work hard to ensure that their viral success translates into consistent fan engagement, live performances, and other revenue-generating activities like merchandising, in order to avoid fading into obscurity.

What is the significance of 'performing live' in an artist’s career post-viral success?

Performing live is crucial for artists after going viral as it helps convert digital popularity into tangible, real-world success. Live performances allow artists to build a loyal fanbase, earn revenue through ticket sales and merchandise, and reinforce the connection they have with their audience, which is essential for long-term career sustainability.

How does TikTok affect the financial models of artists and record labels?

TikTok’s influence has altered the financial models in the music industry by making artists more independent and reducing their reliance on record labels. Some labels are now offering better deals with more favorable splits (e.g., 50/50) since viral success on TikTok gives artists leverage to negotiate. Independent artists can also bypass traditional record label routes, gaining financial success through streaming, tours, and merchandise.

What does the viral success of Jake's song 'Upside Down' demonstrate about the power of TikTok?

Jake's viral success with his song 'Upside Down' demonstrates how TikTok can rapidly catapult an artist to fame. His song was used in millions of TikTok videos, resulting in millions of Spotify streams. This rapid increase in exposure showcases the platform’s ability to turn a relatively unknown artist into a mainstream success.

What does the phrase 'Is music just content now?' imply about the changing nature of the music industry?

'Is music just content now?' reflects the changing nature of how music is consumed and marketed in the digital age. Music is no longer just about the songs themselves; it’s about creating a broader content experience for fans. This includes engaging social media posts, viral moments, videos, and personal branding, all of which contribute to an artist’s overall success.