Music Journalism
How TikTok is changing the way we discover music
You said you’d only go on TikTok for a minute…now it’s 1am. It’s been an hour. You’ve seen the same dance routine so many times you could perform it with your eyes closed, and now you’re glued to a random live stream. We’ve all been there.
It’s addictive…but we love it. And even though we all vow to delete the app whenever we view our screen time, statistics show that TikTok currently holds around one billion users who, on average, actively spend around eight hundred and fifty minutes per month on the app.
Given these figures, it’s clear to see that TikTok is dominating the social media landscape…and with this power, comes great ability to change how we consume media, and what we do with it...especially for the music industry.
From choreographed dance routines, to viral memes, music on TikTok is what keeps the app so successful with its users and, according to Junkee journalist Jules Leferve, success on this app has also proven to be replicated in the charts; Lil Nas X, Lizzo, Olivia Rodrigo, Jack Harlow and so many more have been boosted by trending audio tracks.
While you and your friend both simultaneously hum the same five lyrics of a song you don’t even know the name of, stats in 2021 showed that over 175 songs that have trended on TikTok also charted on the Billboard Hot 100, which was reported to be twice as many than that of the previous year.
For music producers, it’s far from breaking news that TikTok is becoming so effective in changing the way we discover and consume music.
And for artists such as singer Olivia Rodrigo, this was especially apparent. Star of High School Musical: The Series, Olivia Rodigo’s song ‘All I want’ first became a memorable trending audio on TikTok in the summer of 2020.
Most famously, in January 2021, her own song ‘Driver’s Licence’ quickly followed suit and has since been used on the app over a million times. At just eighteen years old, the actress-turned-singer celebrated three UK ‘top 20 tracks of 2021’ in Spotify’s ‘wrapped’ annual year in review.
TikTok is arguably to be thanked for her sudden success, as trending audios can help artists to immediately boost their songs across the platform, reaching huge audiences all over the world in a matter of hours.
“From the Beatles to Sea Shanties, J Balvin to Abba and of course who can forget Taylor Swift's entry - the last 12 months have provided so many music moments, inspired our community of one billion and shown the world that music starts and lives on TikTok”- Ole Obermann, Global Head of Music on TikTok
Last year, TikTok’s newsroom reported that over a whopping 75% of TikTok users say that they have discovered new artists on the platform, in addition to the 63% of users who heard new music on the app that they have never heard before - currently making it the number one place for music discovery, more than through other digital platforms, streaming services and friends.
These figures are only expected to continue to grow and reports have suggested that it can largely be thanks to TikTok’s algorithm method (aka; the ‘for you page’).
The ‘for you page’ effectively works by showing users content that is somewhat personalised to them, based generally on their recent app activity (such as their searches, likes and comments) and are not necessarily uploaded by accounts that they choose to follow.
This feature helps artists reach their target audience, by putting their trust into the algorithm that they will appear on the FYP (For You Page) of users who have actively interacted with similar content.
However, according to a recent BBC News article, these figures are also raising concerns among artists that they are ‘missing out on a big part of their audience’ if they are not present or consistently active on the creative social media platform.
British dance-pop artist Becky Hill told BBC News, “I don’t think people know the pressure there is on artists to go viral”
This worry has led to many artists putting the pressure on themselves to ensure that TikTok has become a vital part of their social media routine, particularly those looking to emerge into the music scene, in the hopes of getting noticed and attracting their target audience.
In a time where TikTok is a key part of music discovery, presence on the app is now more important than ever, and artists are at risk of losing listeners if they tune out of the app.
What does this mean for the future of music on TikTok?
If you haven’t already been convinced to become a social media musical sensation, then TikTok’s latest plans could sway you.
As of March 2022, TikTok announced that they were launching a new platform ‘SoundOn’. According to Talking Influence online, SoundOn is an ‘all-in-one platform for music marketing and distribution’ and will reportedly allow artists to upload their music to TikTok and effectively earn royalties when it is used in videos by creators.
For up and coming musicians, this news is like music to their ears.
This feature will provide artists with the opportunity to gain earnings on their viral content and boost their careers within such a competitive industry.
In addition to this, in August 2021 Tiktok launched ‘Find the Unsigned’ - a new campaign in order to “shine a light” on talented users of the app, who are yet to be recognised as signed artists.
The ‘Find The Unsigned’ campaign featured billboards, located near iconic music venues across major cities in the UK, which included QR codes to unlock an in-app page dedicated to showcasing a range of unsigned artists on TikTok.
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TikTok’s ‘Find The Unsigned’ campaign
Together with SoundOn, Find the Unsigned supports new artists hoping to break into the music industry, by offering them a platform to showcase their talents, attract an audience and earn royalties when their sound is recognised.
"Music is a central part of TikTok and every day our global community are discovering new sounds and genres, and helping artists build fanbases and achieve success” - Paul Hourican, Head of Music Operations UK at TikTok
Return of the Mac
Not only has TikTok provided opportunities for up and coming artists, but the use of nostalgic classics have also become a popular trend for TikTok creators. According to TikTok’s 2021 music report, your parent’s favourite tracks such as; George Michael’s ‘Careless Whisper’, Earth, Wind and Fire’s ‘Let’s Groove’ and the Bee Gee’s ‘More Than A Woman’ were all part of the conclusive list of the top ten classic tracks used on TikTok in the US.
Over 40 years since its initial release in 1977, More Than a Woman - described by TikTok as ‘the ideal soundtrack for moments that boost serotonin’ - was remixed in 2021 by British music producer SG Lewis. The track, ‘More Than A Woman - SG's Paradise Edit’, has been used over 300,000 times on TikTok since its release, and has also been made available for listening on streaming platforms, such as Spotify and YouTube.
As well as these golden oldies, it was also reported that our 2021 listening history similarly saw the return of nineties and noughties chart toppers (aka; ‘comeback tracks’). TikTok’s list of the top ten most used comeback tracks of the year included songs such as MKTO’S ‘Classic’, Britney Spears’ ‘Gimme More’, and of course topping first place, Destiny’s Child’s ‘Bills, Bills, Bills’. For people who love their throwbacks, or those who are too young to have heard them before, TikTok continues to provide its users with a range of music.
Whether it’s shining a spotlight on up and coming artists, or helping bring back the forgotten club classics, music on TikTok is what makes the app so successful. And it’s pretty clear to see that the platform is only at the beginning of its plan to shape the way we discover and enjoy music.
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Pink Pantheress album review -
To Hell With It
At only twenty one years old, the mysterious PinkPantheress is already dominating the breakthrough charts.
Who is she?
Recognised for her unique tracks including ‘Pain’, Passion, and ‘Just for me’, the Bath-born singer, songwriter and record producer PinkPantheress began her career posting her unreleased tracks to social media platform TikTok (where she also adopted her stage name) in November 2020. And while you might not know her name, you’ll definitely recognise her songs.
Her viral content on the app, particularly those captioned ‘Day 11 of posting a song every day because I have nothing else to do’ and ‘Guys I recorded a full version of this song during my Zoom lecture lol’ have since had their audio used on the platform over 100,000 times.
Currently, her account now holds almost two million followers, boasts over eleven million likes and was described by TikTok newsroom as a ‘singular mix of futuristic nostalgia, which seemed to emanate from the ether as it transfixed TikTok users on both sides of the Atlantic.’
For those of you who have been living under a social media rock, you’ll most likely recognise her for reaching number twenty in the charts, winning BBC Sound Of 2022, and featuring on tracks alongside Central Cee, Mura Masa and Lil Uzi Vert.
This popularity then led to her releasing a debut mixtape less than a year later, titled ‘To Hell With It’. Featuring only nine songs (including those aforementioned) plus one bonus track, ‘To Hell With It’ was released last year onto all major streaming platforms, after being a DIY project recorded by herself on a broken mic in her university accommodation.
While I admit, simply recognising her lyrics can be considerably challenging at times (yet to make it on to my list of go-to karaoke songs), it is effectively made up by the the vibe and energy she brings with her music…it’s addictive.
“The aesthetic of nostalgia”
Firstly, let’s address her sound
PinkPantheress’ unique sound is what makes her music so easily repeatable, and it’s hard to accurately categorise her music to fit one specific genre. Described as flowing between dance-pop and liquid drum and bass, her sound may not be for all tastes, but it certainly reaches multiple audiences.
Considered to be reminiscent of artists such as Wilkinson, Hybrid Minds and Clairo, PinkPatheress has noted that her biggest inspirations are actually musicians such as Frank Ocean, Lily Allen and even the legendary Michael Jackson, explaining to BBC News that her unique style is the result of going through “every [music] phase possible”.
The mixtape opens with her breakout song ‘Pain’ which was her most popular trending track on TikTok and, according to music journal Pitchfork, sampled UK garage mega-hit “Flowers’.
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At only just over eighteen minutes long, it’s a mixtape made for repetition, only reining true to her successful TikTok roots. The sort of sound that is heard once, only to be on replay mentally for hours later.
Using the technique of sampling throughout her album, songs such as Passion, I must apologise and Noticed I cried are the perfect background music, that also keeps your mood lifted and your mind entertained.
To Hell With It accurately encapsulates the aesthetic of nostalgia. The background for 90s raves, or the introduction to a coming-of-age film - how we feel when we listen to her music is what makes her so successful.
As I mentioned previously, lyrically the album is arguably not so fluent, and unlike usual chart topping artists, her songs also don’t typically follow a simple narrative structure.
PinkPantheress can be heard vocalising adolescent topics such as confusing relationships, family and being bored at 19 and, while they may be relatable, it is clear that her music does not always follow a specific subject matter.
This, in turn, only alludes to the mystery about who she is.
However, whatever your preference, her unique sound remains the focus of her tracks and appropriately compensates for this.
Whether you’ve heard of her on TikTok, or not heard of her at all, PinkPantheress’ mixtape is definitely a recommended listen. While her album may not be to everyone’s taste, as a breakthrough artist, her sudden success is undeniable. PinkPantheress is definitely one to watch.
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