TikTok, the new music star quarry

On August 18, 2020, tik tok He did his magic. Filipino young woman Bella Burke comment Hypnotic lip sync video that traveled around the world. although choreography And “lip sync” is the norm on the platform, and its interpretation has become the biggest Viral infection of the year. After nine months and millions of views, Poarch signed a contract with Warner Records to start his career with the name Singer. jump to Music which is becoming more common.

Like all great platforms, TikTok has given birth to its own stars, creators who Algorithm mastery They know how to create content that entices others. since his birth, social network From the vertical videos are inseparable from the music. This made them great stars They stand out for their dances or for their voice. Combined with a huge fan community that is organically built, it didn’t take long for this group to catch the attention of the big names. record companies Who saw an opportunity to hire new leaders in Generation Z And take another step forward. “We’re seeing how many music trends are starting on TikTok, because new artists are being discovered here, he explains Paul Hurricanedirector of music for Europe and the UK at TikTok.

Thus, in the past couple of years, big names have appeared on the platform like Poarch, Addison Ray also Dixie Damelio They have jumped into their musical career. Maybe their names don’t sound familiar to you, but so do your kids. With 25, 21 and 20 years old, all three amass a total of 234.8 million followers, making them, to get an idea, the fifth most populous country in the world. In Spain, other reviewers of the vertical format in Spain have done this as well, such as Le DeckerAnd the I hope that also Liu Rizzi. Even other artists They have already won a Grammy.

TikTok is indeed a great group of music stars. Amplifying the potential of the algorithm – which doubles the range of videos the longer the user is seduced – has served as a window into the world for the talents of many young people who would otherwise have been trapped inside their room walls. Mikel Castagne, a strategic consultant who works with several record companies, adds, “It has never been easier to spot great artists. Even those who didn’t seem artistically inclined have benefited from their popularity to collaborate with established stars. Nathan Apodacathe warehouse worker who was stunned by his skateboarding video in 2020, is now singing alongside Snoop Dogg.

Batch for Artists

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The goal of TikTok is to keep us glued to the screen for as long as possible. The larger your user base, the more major brands will be interested in linking to the platform. Its growing role in the digital world has led to it becoming the official sponsor of events such as Cannes Film Festival in the European Women’s Championship. The company understands that to get there it is necessary to feed accounts that engage others, and music is a shared channel.

That’s why TikTok is accelerating help for these emerging artists. Thus, last March he launched sound activated, a service – currently deployed in four countries – will allow artists to upload their songs to the platform and charge for their rights every time they are used, furthering their careers. They are the first to enter the program Moon LongAnd the Abby RobertsAnd the Chloe Adams s The games we playSingers who became known on the catwalk. The next Beatles could be born in vertical form.