They’re younger than other social media audiences, which usually indicates higher demand for personalization.īut like the rest of the online population, they want to curate their own music collections and drive the discovery process, rather than rely on algorithmic recommendations: 50% of TikTokers most like to listen to their own playlists – which ranks top on a list of 12 different types of music and audio content. Nevertheless, it’s easy to make assumptions about TikTok users. Though not a huge shift, it’s a sign more consumers are taking charge of their music preferences and becoming less dependent on tailor-made playlists. TikTokers aren’t just passionate about the music business, they want a stake in it.īetween 20, the portion of internet users saying they typically prefer to control the music they listen to increased by 5%. Whether you’re a brand marketer or agency looking to find content that resonates with TikTokers, a record label seeking clues into the future of music consumption, or a streaming service after more intel on off-platform listening, we hope the insights here can provide some useful inspiration. Here, we profile the attitudes of TikTok users to gain a better understanding of how they relate to music. It’s now a powerful intermediary between influencers, singers, and record companies – one that gives users the power to co-create music trends and put a fresh stamp on how songs are portrayed by labels. The trend was initiated by former postman Nathan Evans, who responded to fan requests for him to cover the sleeping genre.Īfter racking up millions of views, Nathan signed a record deal and his first single reached number one in The UK’s Official Top 40, joining Lil Nas X’s “Old Town Road” and Fleetwood Mac’s “Dreams” in the club of songs that have been broken or rediscovered through the video-sharing app.Īll the signs point one way: TikTok’s no one-hit wonder. The platform’s responsible for uncovering hidden demand for sea shanties – centuries-old songs traditionally sung by sailors. It’s given music enthusiasts a voice and democratized the business. TikTok’s growing influence on the music industry is undeniable.
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