Welcome back to Tech&Music, the page where the beats of technology and melody of culture come together. Today, we’ll be exploring an interesting and recent intersection in the music industry – how TikTok, a platform initially known for its viral dances and challenges, has become a powerhouse in boosting music engagement. Diving into this topic through the lens of public relations, we will uncover strategic insights that musicians and industry professionals are using to reshape music marketing.
A PR Perspective: TikTok & the Music Industry
TikTok has transformed from a platform for teens to a pivotal marketing tool in the music industry’s toolkit. Its one-of-a-kind app concept allows songs to go viral overnight, reaching audiences globally at unprecedented speeds. This isn’t just about popularity; it’s a strategic maneuver in the world of PR and marketing, where visibility can often equate to viability.
For example, Sophie Ellis-Bexter’s hit song “Murder on the Dancefloor” was released in December 2001. After being used in the new and controversial film Saltburn, the song resurfaced on TikTok and made its first-ever Billboard Hot 100 appearance at no. 51 and at No. 2 on the Spotify Top 50 U.K. tally — over 20 years after the song was released!
However, Bexter is among many other artists whose decades-old songs have become trending thanks to TikTok. From a PR perspective, one can’t help but wonder…
Strategies for Engagement with Fans
Musicians and their PR teams are increasingly acknowledging TikTok’s role in crafting a persona and a narrative that fans can connect with. Yet, even with this high level exposure, Universal Music Group has removed songs owned by them from TikTok because they feel TikTok should pay them more for the music. This move could potentially harm artists under the umbrella of Universal. Click here to learn more about this.
By using their songs in the background and engaging in trends, creating challenges, or just sharing snippets of their daily lives or behind the scenes, artists can create a relatable and appealing image that resonates with both old fans and new listeners—and it’s most definitely working.
The platform has become so influential that record labels now scout for talent directly from TikTok, looking for artists who can create a buzz and sustain it through savvy PR and marketing tactics.
Engagement is not just about being seen; it’s about creating a connection. PR strategists on TikTok actively respond to fans’ comments or feedback, which not only enhances engagement but also builds a community around the artist.
What this Means for Music Culture
TikTok is transforming music discovery, allowing users from all over the globe to contribute to the popularity of songs, regardless of the traditional barriers within the music industry. This shift affects not only how music is marketed but also how it’s created. TikTok is a powerful tool for modem music marketing, primarily driven by strategic PR practices. Its accomplishments as an app highlight how music reaches listeners and how artists and their teams can actively shape their careers through technological engagement strategies.
As we continue to explore the relationship between tech and music, it’s clear that platforms like TikTok will play a pivotal role in redefining how musicians engage and advertise their songs.
IMAGES FROM PEXEL
Lexi Frick 
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