WEEKEND #FYP: TikTok’s Tight Grasp On The Music Industry

Last year, TikTok user Nathan Apodaca (aka @420doggface208) posted a video of himself skateboarding on a busy highway, drinking cranberry juice, and nonchalantly lip syncing to Fleetwood Mac’s ‘Dreams’. The TikTok quickly went viral with users crowning Apodaca with the title of “king of vibes”. Apodaca unsuspectingly sparked a new trend, as many rushed to stores to buy cranberry juice and hop on their skateboards in a bid to recreate the carefree energy of the original. Even Mick Fleetwood jumped on (although, it’s pretty obvious he isn’t actually skateboarding). Thanks to the “King of Vibes”,  the 1977 hit rose on the charts once again in 2020, reaching an all-time high of 12 on the Billboard Hot 100.

And who remembers Disney Channel’s angsty anthem ‘Potential Breakup Song’ by sisters Aly & AJ? Mums on a Girls Night Out filmed themselves lip syncing – and head bobbing – to the 2007 song. And like ‘Dreams’, ‘Potential Breakup Song’ was turning up on everyone’s For You Page. The sisters went on to rerelease the track on TikTok’s NYE Special, this time making an explicit version to suit their now older audience.

But it isn’t just beloved classics gaining traction on the app. TikTok has been known to help launch the careers of artists into mainstream popularity, including Lil Nas X, Doja Cat and New Zealand’s Benee.

So why does TikTok play a big role in the surge and resurgence of music?

#1 Trends

People nowadays are wanting a shot at virality – and participating in a TikTok trend can be the easiest way to get there. Trends, although based on the content of the video itself, are more importantly driven by the music it is set to. TikToks of families and friends recreating photos from their childhood certainly wouldn’t hit the nostalgic yet lively feels if a song other than Simple Plan’s ‘I’m Just A Kid’ was used. Dua Lipa has even partnered with the app to create the #Levitating Challenge at the time of the release for her music video for ‘Levitating’: TikTokers dancing then jumping to the track in slow-mo.

With everyone participating in trends – and the fact that the Discover page features an archive of trending sounds – users are able to personally interact with popularly used songs on the app, making it more likely for users to continue listening to the artist on other platforms (e.g. Spotify or Apple Music).

#2 TikTok Makes Discovering Music Easy

Users have access to a multitude of sounds to choose from to feature in their TikTok. Songs are placed into categories like ‘Viral’, ‘Trends’, and even ‘Travel & Vlog’. This allows users to scroll through the library to find the perfect song for their TikTok. After all, music is an important part of storytelling.

#3 We Have Become Consumers of Short Form Content

Vine walked so TikTok could run. The now-defunct app (RIP) pushed the boundaries of video content with their six second limit, so it’s no surprise TikTok – with a longer time limit of one minute – has taken off the way it has. Both users and artists alike can feature the best part of a song in their TikTok. It’s easier for viewers to get hooked to the catchiest part of a track than listeners losing interest before getting to the best bit.

TikTok – The Key to Music Virality?

It is no surprise more and more artists are turning to the app to plug their music. And if ‘Dreams’ rising on the charts for the first time in over 40 years thanks to Apodaca’s skateboarding video has proven anything, TikTok has the power to make sure the whole world listens to it.