TIKTOK IS THE MUSIC INDUSTRY’S NEXT COMPASS—Here’s how to join as an artist
There’s no denying it any longer—TikTok culture has entirely transformed the music industry, and believe it or not, it’s been happening for a lot longer than we realize.
I remember sitting in on a major label A&R panel discussion back in fall of 2019, when someone raised their hand to ask the question: “What are you looking for from an artist before you’ll sign them?”
It was the first time I’d ever heard someone in a position of that level admit: “Really, we’re figuring it out as we go.” The culprit? The explosive popularity of the short-form video app TikTok, which has since fostered the likes of Lil Nas X and newcomer Olivia Rodrigo, whose recent release “Driver’s License” quickly catapulted to the top of every global chart after, you guessed it—a trending week on TikTok.
TikTok is single-handedly rewriting the rules of artist discovery, and record labels are scooping up signees at exponentially increasing rates. Don’t panic if you’re not a newbie: just ask veteran indie rock artist Ricky Montgomery, whose 2016 track “Line Without A Hook” reached new heights thanks to the help of fandom culture on the app, resulting in a Warner Records deal by 2020’s end.
if any musicians doubt the potential impact of tiktok.. consider this:
— ricky montgomery (@rohmontgomery) January 16, 2021
i have 5mil monthly on spotify, just signed to a major, and i have never played a tour that had more than 3 shows on it. Or headlined a single tour date
i’m just saying it’s worth a try
For many artists, joining the app still remains a “thing-on-my-to-do-list-that-I-promise-I’ll-get-to-eventually.” When really, there’s no better time than right now to get over that uncertainty, because TikTok has proven time and again its ability to build a niche audience around just about anything—including your music.
Here’s a quick guide to getting started as an artist on TikTok.
GETTING STARTED
Make a content calendar. This can be daunting, so be realistic – find an afternoon during your week to sit down and film 4-5 content ideas. Then, post one per day throughout the week.
Focus on your conversion goals, not follower goals. If Spotify streams are your end game, focus your content on your latest release, etc. — always be sure you’re putting your own audience before the growth mindset, so you don’t lose track of the momentum you’ve already built.
Set up a “Creator” account. This will grant you instant access to your analytics, and eventually, as your followers grow, the ability to add a website to your bio and take part in the TikTok Creator Fund for monetization.
GOING “VIRAL”
Pay attention to trends. Not necessarily just the latest “dance” craze, but specifically, how you can transform these trends with your own twist, specifically highlighting your unique talents and music.
Utilize the latest effects and features. Apps like TikTok will always favor the creators who are frequently utilizing their newest filters—this is an easy way to get more eyes on your content, and with very little lift outside of the videos you’re already making.
Create series content out of your best-performing videos. If you are lucky enough to have a viral video on your hands, you should immediately start brainstorming ways to craft similar-style videos to feed the momentum already growing around your channel.
Most importantly: don’t take it too seriously. TikTok’s explosion in popularity is largely due to its free-form vibe, in which artists who have been stuck under the scrutinty of perfectly-groomed Instagram feeds can try their hand at comedy, or even showcase their love of crafting—all while sharing their personalities with a brand new audience.
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Marilyn Moser is the founder and editor-and-chief of HEADS on TV. She has worked in artist relations + digital media for over 6+ years, creating projects in partnership with Warner Records, Capitol Records, Goldenvoice, Twentieth-Century FOX, Paradigm Talent Agency, Guitar Center, Fender, Gibson Guitar, Roland + more. She remains actively working on new music as an artist.
Instagram + Twitter: @marilynmoser
