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Many major-label artists perceive the facility of TikTok as a music-marketing device. 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 accessible 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 substances? Concepts that don’t translate into viral movies? In all probability not, really! Most of us know learn how 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 straightforward to resolve. We simply must STOP believing essentially the most damaging fantasy about TikTok.
What’s that massive, dangerous fantasy?
It’s that TikTok prohibitively skews in the direction of a specific age or demographic. That it isn’t for YOUR age-group, your interest-group, your nation or area, and so on.
Have you ever ever heard your self say some model of:
“It’s just for youngsters.”
“It’s just for dance developments.”
“It’s just for comedy.”
“It’s just for pop music.”
If that’s the case, you’ve helped gas this fantasy.
Briefly: You consider that TikTok isn’t for you.
The reality about TikTok for musicians
It’s not a fantasy, after all, that TikTok skews younger. That half is true.
However right here’s the factor: When you have got a billion or extra customers on a platform that’s designed to get the appropriate content material in entrance of the appropriate 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 comparable math for nearly any demographic consideration. You CAN discover your individuals on TikTok. Which is why you would possibly 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 good points huge attain as a result of total dimension of TikTok’s userbase.
In different phrases,…
No music is too area of interest
No track is simply too unusual. No artist is too previous. No creator is simply too ANYTHING!
So long as the content material is sweet.
Accordion hip-hop? In fact.
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 through heavy metallic? Hell sure.
Sea Shanties? Timeless.
Whether or not you’re 18 or 98, your music can attain, transfer, and alter individuals. Not in case you don’t get it in entrance of them although. And at the moment, TikTok is arguably the best device 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 individuals, you most likely SHOULD be energetic on a vertical video platform. If it isn’t TikTok, you must have a technique for Reels or Shorts as an alternative.
Why can we consider the parable that TikTok isn’t for us?
It’s handy. As a result of if we consider that fantasy, we don’t need to strive.
We don’t need to danger 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 so on.)
But when we connect ourselves too intently to some critique of recent music consumption developments — “oh, TikTok is just for youngsters and silly dance movies” — what we’re actually doing is obstructing our personal capability to use those self same actual instruments to succeed in individuals who will fall in love with our music.
And isn’t that the purpose of all the things we’re doing?
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