10 - Wild Card

 The TikTok Effect: How Short-Form Video is Rewriting the Music Industry

Photo from STUPIDDOPE. 

In today's music industry, a hit song doesn't need a radio debut, music video, or a major label push—it just needs a trending TikTok sound. The app, formerly known as a lip-syncing platform called Musical.ly, has quickly become one of the most powerful tools for music discovery and promotion. From underground artists blowing up overnight to decades-old songs resurfacing on the charts, TikTok has reshaped the way that audiences engage with music. What was once a place for memes and viral dances has turned into a catalyst for a new music economy—one where users, rather than executives, determine what becomes a hit. As artists and labels scramble to adapt to this fast-paced environment, it's clear that TikTok has become a huge influence on the music industry. 

TikTok's algorithm is the main force behind the spread of new music. The platform's "For You Page" is designed to push content, which is most often accompanied by soundbites, to massive audiences in a short amount of time. Songs that might otherwise go unnoticed can take off when paired with the right trend, dance, or challenge. One of the earliest examples of this is Lil Nas X's song "Old Town Road," which gained traction through the "Yeehaw Challenge" and became a chart-topping hit. Similarly, Doja Cat's "Say So" exploded in popularity thanks to a viral dance, leading to radio plays, remixes, and Grammy nominations. This shift in music outreach has allowed relatively unknown artists such as PinkPantheress and Chappell Roan to find fame without traditional marketing campaigns. 

A compilation of creators doing the "Say So" dance. 

This shift has not gone unnoticed by the music industry. Data from NPR states that TikTok users are more likely to be invested in and spend money on music, with 40% of TikTok users paying a monthly subscription for music. Because of this, record labels and executives encourage musicians to tailor their songs for TikTok by focusing on hooks that would work well as a short sound. Many artists, such as Halsey, Charli XCX, FKA Twigs, and Florence Welsh have expressed their frustration with the platform and the pressure that they feel to succeed on it (Fast Company). For better or worse, the platform's influence has changed the creative and business strategies behind music production and marketing. 

TikTok's influence also extends to how songs perform on streaming platforms and charts. In a report from TikTok, they state that 84% of songs that entered the Billboard Global 200 in 2024 went viral on TikTok first. In some cases, old songs have re-entered the charts because of TikTok trends, such as Lady Gaga's "Bloody Mary" and Fleetwood Mac's "Dreams."

A compilation of the "Bloody Mary" dance.

However, the rise of TikTok as a music hub has not come without criticism. Some argue that it oversaturates the market and encourages formulaic songwriting (Long Beach Current). Others worry that the pressure that artists face to have a viral sound can lead to inauthenticity and stress. Still, it's impossible to deny the platform's role as a musical powerhouse. 

Ultimately, TikTok has become a dominant force in shaping what people listen to, how they discover new artists, and how the industry operates. Whether it's a trend, dance, or challenge, a few seconds on TikTok can now define the next big hit—and the future of music. As the platform continues to evolve, so too will the music industry: following the rhythm of the scroll.