Virality on TikTok is powerful yet unpredictable. In each case artists have shot to popularity, because their songs were used by millions of TikTok users in their videos. Old Town Road has become the origin story for a remarkable series of viral musical successes on TikTok. Much of this success can be credited to the song becoming an early TikTok “meme”, picked up by millions of users. The artist’s name was Lil Nas X and the song Old Town Road, which has since become the most successful song of all time, the first ever song to reach 15 times platinum. The artist made news because Billboard magazine had removed the song from its country charts, after it took off in popularity, entering both the country and general Hot 100 charts. Living at his sister’s house and feeling bit lonely, in December 2018 he had bought a simple beat for US $30, recorded a song, half country and half rap, and posted it on Soundcloud and social media. In early 2019, an unknown 19-year-old college drop-out from Atlanta, Georgia, made headlines around the world. That’s because creator culture on TikTok is changing the way hits are made, how music is promoted, and how the world discovers music, even for those artists who choose not to engage with it. “If everyone’s making music for the TikTok, who’s making music for my generation?”, she asked.Īdele might resist, but the platform has nonetheless been popularising and promoting her song Easy on me, with creators using it in almost one million videos in the first month after its release, making it viral on the app alone. “Tik-a-Tok-a-Who?”, was Adele’s response to her management’s suggestion to promote her music to younger audiences on Tiktok, the video-sharing platform owned by Chinese company ByteDance. Kai Riemer, University of Sydney and Sandra Peter, University of Sydney We are proud that TikTok is where the global ARMY come together to connect, show their creativity, and celebrate BTS as a community.Music Industry Trends – TikTok Love it or hate it, TikTok is changing the music industry Isabel Quinteros, TikTok's global lead, music partnerships, added: "We are incredibly excited to be collaborating with 2023 BTS FESTA to celebrate this incredible milestone on TikTok. A very special collaboration between TikTok and 2023 BTS FESTA to be announced in the coming days - stay tuned. To find out more, simply search for #newmusic.
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