How TikTok is Changing The Music Game
by Brooke Horowitz
Since its creation, social media has had the power to dramatically change people’s lives. With constant developments and advancements across all platforms, the ability to do just that has become even easier. From Stella Lefty to Bella Kay, musicians on TikTok have been able to grow their fanbase in exponential ways. By simply sharing videos on social media, they are able to connect with audiences unlike any other generation.
Stella Lefty (@stellaleftymusic on TikTok) has been publishing music for a little short of two years. Now, she grosses nearly 5 million monthly listeners on Spotify. Her success is largely due to her popularity on TikTok.
Three of Lefty’s most popular videos on her account average just about 6 million views. Most, if not all, of her videos showcase one of her songs released in the past year. As Lefty prepares to join American Idol star Cameron Whitcomb on tour, there is no denying the power social media has in gaining a wider audience. It has been rising stars like her who ultimately gain a larger level of success.
“I love Stella Lefty and her music but there is no question, I do not think I would have discovered her songs without TikTok, she has gained such a following and her sounds are always going viral,” University of Wisconsin sophomore Abbie Marder explained.
Lefty is just one of the many rising stars who can credit their growing success to social media. Bella Kay’s (@itsbellakaymusic) single “iloveitiloveitiloveit” garners over 642.5 thousand videos on TikTok alone. The song was published to Spotify in January and has over 196 million streams.
“These sounds/songs that go viral on TikTok have a major influence over the music choices I make,” Marder explained. “Whether it be an old song I haven’t heard in a while or something brand new, the constant stream of videos that use a song makes me more invested in whoever made the music.”
These two artists are just a few of many examples of how social media has influenced viewers and the music they consume. When songs go “viral” on platforms like TikTok they are almost impossible to escape.
“First they are all over my feed, then I start hearing them in the grocery store and it almost feels like I am being followed by songs on TikTok,” Marder continued.
Despite their redundancy as we scroll, music popular on social media slowly creeps into the real world, making new music even more popular. As a result, radio stations like SiriusXM have stations called “Viral Hits” showcasing trending music from apps such as TikTok.
Social media’s influence to reshape one’s success is undeniable. Platforms, including TikTok, have created a space that makes sharing new music easier to create new fanbases. Highlighting new artists has become more accessible for listeners who want to explore new sounds.