FEATURE
TIKTOK TIKTOK TAKEOVER TAKEOVER Liv Martin
Ashley Sanchez
Liam Foo
“I feel like they should not use music they’re trying to market] in What do Marina & The Diamonds, DaBaby, Doja Cat and Destiny’s every single video,” said junior Elaheh Shamloo. “It looks like they just Child all have in common? They all have TikTok songs, which means want money. They don’t want to make it for people.” at least one of their songs has been heard, danced to and even Another benefit to the ever-growing world of TikTok music misinterpreted on this app dominated by Gen-Z. Whether you like is its ability to resurface old songs and give new life to music that it or not, TikTok has a growing influence on the music industry. wasn’t as widely received when released as it is on TikTok. Take TikTok music has created a ripple effect across various forms “Deceptacon” for example: its bouncy beat was listened to by a of music consumption. Songs can go viral on TikTok before they niche audience when Le Tigre hit the radio or are even released it in 1999, and who released. In October of 2021, would have guessed twenty singer-songwriter Emmy Meli years later, it would be used to released a short clip of a new make internet strangers’ mini song she’d been working on vlogs? Songs can blow up on that quickly went viral with 34.2 the app, despite being out of million views (as of March 22). the mainstream for decades. The next day, she wrote a Teenagers like Shamloo are comment saying, “I was going turning back to artists such as to wait until December to Lady Gaga, Nicki Minaj and Nelly release it but I have decided I’m Furtado because TikTok makes going to be staying up all night.” them trendy again. “Stuff from “I AM WOMAN” was released old music that now is trending one month later and Meli curagain, I love them. I download rently has 622.5k followers on them or listen to Spotify.” TikTok. Meli is becoming part of The pendulum of music is a new category of artists using swinging back to the 90s, with TikTok to replace radio virality. bands and artists like Nirvana, Some students argue that Alanis Morisette and NotoriTikTok is a force of good for ous B.I.G. becoming popular on the music industry. Senior TikTok and with Gen Z. Back in Haley Sanchez, who plans on February, three of the five feareleasing music to TikTok in tured Super Bowl artists were the future, sees the business popular 90s music icons. The benefits of marketing music on pop culture world is catching the app in hopes of going viral the nostalgia fever too, such to jumpstart a career. “If you Music is considered an essential part of everyday life to promote mind as when the new movie The don’t post one thing, you could growth. Tiktok, a music based video app has grown in popularity over Batman featured Nirvana’s 1991 be holding back from a [viral] the last few years due to its overwhelmingly positive response to aspiring song “Something In The Way,” video,” Sanchez said. “Posting artists. which subsequently caused a any song could be a hit or miss, 1200 percent increase in Spotify streams of the song. so you might as well try and post it because you can make a ton of Songs are being introduced to an entire new generation that was money from it. in diapers when they were released. Young people don’t just listen Music analytics company MRC Data found that 67 percent of the to old songs, they dance to them, remix them, use them in edits of app’s users are more likely to seek out songs on music streaming their favorite characters - the possibilities are endless. services after hearing them on TikTok. However, listeners agree For example, the UK based band Sohodolls hasn’t reached the that a little goes a long way when it comes to celebrities and influcharts since 2006, yet their song “Bang Bang Bang Bang” struck a encers using music to boost their brand. 16 DROPS OF INK
TikTok Music.indd 1
3/23/2022 11:19:49 AM
