TikTok, with over 46 million downloads in 2024 and approximately 1.9 billion global users, has emerged as a significant platform for music discovery and promotion. In the U.S., TikTok users are twice as likely to discover new music compared to users of other social media platforms. This phenomenon has revolutionized how artists gain popularity, making virality a coveted achievement for musicians. However, the ephemeral nature of viral trends poses challenges for artists planning live shows and tours, often leading to unpredictable audience engagement.
The role of TikTok in music promotion is not new. Before its acquisition by ByteDance in 2017, the platform was known as Musical.ly and initiated music trends through lip-syncing videos. Viral moments, like the resurgence of Fleetwood Mac’s “Dreams” due to a viral skateboarding video, exemplify how random events can rejuvenate old tracks. Despite these successes, the unpredictability of TikTok’s algorithm remains a double-edged sword for artists. The algorithm, which promotes content based on user interaction, can both elevate and suppress an artist’s reach based on shifting trends.
Monetizing Viral Fame
A viral sound on TikTok offers artists not just exposure but also financial benefits. The primary revenue comes from music royalties, paid based on the number of videos using the artist’s sound. Luminate’s research highlights a strong correlation between TikTok engagement and streaming volumes on other platforms. Consequently, managers encourage artists to tease new releases on TikTok to maximize streaming numbers on platforms like Spotify.
However, achieving viral status involves more than just using social media for promotion. “It’s crucial to engage audiences by sharing personal content,” stated Ali Grant, co-CEO of The Digital Dept. The success story of Chappell Roan, who uses TikTok to share diverse content, underscores the importance of building a personal connection with the audience alongside promoting music.
Challenges of Sustained Fame
TikTok’s algorithm can also hinder artists when new trends emerge. “A lot of it is out of the artist’s control,” said Eric Dahan, co-founder of Open Influence. The platform’s recommendation system, which ranks videos based on user interest, can sometimes sideline content, making it difficult for artists to maintain consistent visibility.
Real-world success for TikTok-famous musicians varies. Olivia Rodrigo, who gained fame with her viral hit “Driver’s License,” saw immense demand for her Sour Tour, selling out tickets in minutes. Conversely, other artists like Kim Petras and Joshua Bassett have struggled to fill concert venues despite having substantial online followings. These examples illustrate the challenge of translating online virality into sustained, real-world fan engagement.
For touring artists, predicting demand remains a critical issue. Many artists with significant online followings face difficulties in certain cities where their fan base is smaller. Furthermore, ticket pricing plays a vital role in concert attendance. Fans may prioritize attending high-profile tours such as Taylor Swift’s Eras Tour over multiple smaller shows, highlighting the financial considerations influencing concert choices.
As the music industry continues to navigate TikTok’s impact, the ability of artists to convert fleeting viral fame into long-term, dedicated fan support will be crucial for their ongoing success.
