Many major-label artists perceive the ability of TikTok as a music-marketing instrument. The truth is, some main acts even sought inventive workarounds to get tracks again onto TikTok after their music was eliminated.
In distinction, numerous unbiased musicians appear to have the alternative downside. Their music IS simply out there on TikTok, however there’s one thing else holding them again.
What’s stopping these artists from reaching new followers on TikTok? Is it ability points? Lack of drugs? Concepts that don’t translate into viral movies? Most likely not, truly! Most of us know the right way to body a shot, maintain a smartphone, and seize one thing that belongs on social.
No, what holds so many musicians again is one thing (fortunately) that’s simple to unravel. We simply must STOP believing probably the most damaging fable about TikTok.
What’s that massive, unhealthy fable?
It’s that TikTok prohibitively skews in the direction of a selected age or demographic. That it isn’t for YOUR age-group, your interest-group, your nation or area, and many others.
Have you ever ever heard your self say some model of:
“It’s just for children.”
“It’s just for dance developments.”
“It’s just for comedy.”
“It’s just for pop music.”
In that case, you’ve helped gas this fable.
Briefly: You imagine that TikTok isn’t for you.
The reality about TikTok for musicians
It’s not a fable, in fact, that TikTok skews younger. That half is true.
However right here’s the factor: When you’ve gotten a billion or extra customers on a platform that’s designed to get the precise content material in entrance of the precise viewers, what does it matter if 60% of them are age 24 or youthful? That also means you’ll be able to attain 400million people who find themselves OLDER than 24.
And you may run related math for nearly any demographic consideration. You CAN discover your folks on TikTok. Which is why you may hear the phrase “nook of TikTok.” As in, there are thousands and thousands of customers in a sure “nook” of the platform, interacting with area of interest content material that also beneficial properties large attain because of the general dimension of TikTok’s userbase.
In different phrases,…
No music is too area of interest
No track is just too unusual. No artist is too previous. No creator is just too ANYTHING!
So long as the content material is nice.
Accordion hip-hop? After all.
Unhappy indie-folk covers of dance songs? Certainly.
Digital pop that solely makes use of Casio keyboards? Yep.
Historic Corsican acappella? Why not.
Humor and critique? Loads of it.
Encouragement and knowledge? Completely.
Geography classes by way of heavy metallic? Hell sure.
Sea Shanties? Timeless.
Whether or not you’re 18 or 98, your music can attain, transfer, and alter folks. Not should you don’t get it in entrance of them although. And at this time, TikTok is arguably the simplest instrument for music discovery. Which is why Taylor Swift’s music is again on the platform after UMG eliminated its catalog from TikTok.
So if you wish to attain folks, you in all probability SHOULD be energetic on a vertical video platform. If it isn’t TikTok, it’s best to have a technique for Reels or Shorts as a substitute.
Why will we imagine the parable that TikTok isn’t for us?
It’s handy. As a result of if we imagine that fable, we don’t must strive.
We don’t must threat failing or being ignored. And I get it: It may be scary to place ourselves on the market. Particularly in a more moderen format (close-up, social, video) that differs dramatically from different settings the place we’d naturally thrive (on stage, within the studio, and many others.)
But when we connect ourselves too intently to some critique of recent music consumption developments — “oh, TikTok is just for children and silly dance movies” — what we’re actually doing is obstructing our personal skill to use those self same precise instruments to achieve individuals who will fall in love with our music.
And isn’t that the purpose of every little thing we’re doing?
Distribute your music to TikTok at this time!