I’M GOING VIRAL! Understanding TikTok’s effect on music and media’s popularity BY JIYA SINGH
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ored during the peak of Roy invested her time into their quarantine and looking to TikTok rapidly growing, international fanbase for entertainment, MVHS 21’ by finding lyrics in her music that alum Sachi Roy posted a funny video could make for funny TikTok audios imitating different types of high school or performing original songs on choir singers, not TikTok Lives. expecting much However, [RANDOM out of it. Being despite her PEOPLE ON an independent traction, Roy singer-songwriter, often feels TIKTOK] DON’T Roy created angered and HAVE TO videos on TikTok demotivated to promote her by the instant SEND KIND music. Their TikTok successes of MESSAGES. BUT presence was many TikTok minimal, yet slowly influencers like THAT EFFORT increasing. It wasn’t Nessa Barrett WAS A NEW until her lightwho released hearted choir video music after VALIDATION. skyrocketed to 5 already having MVHS ‘21 ALUM million views that gone viral they truly felt the from what Roy SACHI ROY influence of being believes to be a viral star. their looks or Roy began writing songs in sixth viral TikTok dances. grade and posting clips by eighth “I think my [anger] did stem from grade, before releasing a six-track jealousy,” Roy said. “I know so many EP her senior year. To Roy, “music is talented singer-songwriters that a direct way of self expression,” and could create what they create in she admires how the art form can their sleep and are being denied implement melodies and instrumentals access to the music industry to convey feelings when words cannot. because there [are] limited spots After gaining 50,000 new followers for popular artists. I don’t think from their viral TikTok, Roy says it it’s fair how these people achieve was a golden opportunity to promote their fame.” her music. Suddenly, Roy’s TikTok Roy’s mixed feelings on TikTok’s comments and Instagram messages influence is similar to that of became flooded with positive praises Sequoia High School Media from strangers. Specialist Betsy Snow. Snow’s “[These random people] don’t have purpose is to “shepherd folks to send kind messages,” Roy said. to appreciate all forms of “But the fact that they [did] was a literacy and storytelling.” new validation, more motivating than Like Roy, Snow began [what] I get from my [peers]. I expect engaging with TikTok [my friends and family] to say, ‘You’re during the 2020 quarantine doing a great job.’ But when you hear period to create short videos that from a stranger, it’s a different which recommend unique, level of, ‘Oh, this is something that I’m literary material to her school actually good at and should pursue.’” community.
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Snow compiles specific schoolrelated information in TikToks to be released to the school in a digital newsletter and on her Instagram profile. She takes these extra steps to communicate information because she knows that most students will never see her videos with the TikTok app. To Snow, everyone’s content being personalized to a specific algorithm is both exciting and worrisome. “Social media platforms have evolved into different channels where like-minded folks can find exactly what they like,” Snow said. “It is dangerous because it’s cultivating the echo chamber. While I feel safe on librarian TikTok, it’s this false sense of security. It takes one Fox News reporter to [appear on your feed] to realize, ‘Oh, there’s a whole other world [out there].” The problem of algorithms keeping popular influencers popular carries from the music industry to the book industry with #BookTok. Snow feels the same books by the same authors are constantly being promoted on TikTok, especially with the rise of author Colleen Hoover. “The publishing industry [still] tends to market certain books and certain voices,” Snow said. “Hopefully [the curators of TikTok content] are deciding things based on more than what’s bringing views and likes. I like to think that [when people say] ‘BIPOC voices are having a moment,’ I hope it’s not just a moment. I hope
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