TikTok has really thrown a spanner in the works, for artists trying to sell their music.
It’s audience, a mostly young 18-25 year old demographic, love creating fun dance routines to the beat of their favourite tune. When these songs are in perfect harmony with their choreography these videos go viral. Suddenly those songs are all reaching number 1’s on the global music charts. Who could forget that TikTok dance which made Cardi B’s WAP insanely popular? Or the one that went with The Weeknd’s Blinding Lights?
Music has become so ingrained in the social app that it has launched the careers of some of the hottest new artists in the music industry: Doja Cat, Lil Nas X and Olivia Rodrigo just to name a few!
So how are artists responding to the increasing pressures from music labels? On today’s Briefing we chat with Peking Duk’s Reuben Styles-Richards about his hilarious approach to TikTok…while LISTNR’s feature music writer Cameron Adams sheds light on the more complex reactions.
Take a listen: