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n the world of music, there are few artists as enigmatic and prolific as Sia. While her distinctive voice and captivating performances have earned her a well-deserved spot in the limelight...
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So how have the two superstars managed to stay dominant in the industry throughout their long careers? The answer lies within their artist direction– they both have the ability to evolve their....
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After nearly four hours of must-see performances, a surprise guest appearance, record-breaking award victories, and an epic celebration of hip-hop's 50th anniversary, MTV's greatest music event came..
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eabadoobee, the multifaceted artist enchanting us with her indie rock and bedroom pop fusion, has once again ignited our musical curiosity with her latest single, "the way things go."
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Ever since his emergence onto the music scene, The Weeknd, born Abel Makkonen Tesfaye, has proven himself to be an artist of exceptional talent and staying power...
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In the realm of video games, where visuals and gameplay often reign supreme, there exists a masterpiece that has seamlessly woven the power of music into its very fabric...
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Pop Smoke had a brief but impactful career. Born Bashar Barakah Jackson on July 20, 1999, in Brooklyn, New York, Pop Smoke quickly rose to...
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Julia Michaels, the gifted singer-songwriter known for her emotionally charged lyrics and captivating melodies, has once again captured the hearts of fans worldwide...
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"Unforgettable," featuring Swae Lee of the American hip-hop duo Rae Sremmurd, made its debut in 2017 as part of French Montana's album "Jungle Rules." The song immediately...
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The music industry has seen its fair share of influential figures throughout its history, and XXXTentacion, born Jahseh Dwayne Ricardo Onfroy, was undoubtedly one of the most polarizing artists....
Read morePhoto Source: Carbon Magazine
There is no question that technology and the internet is changing the way in which many aspects of the world operate. The internet has rapidly accelerated the rate that information can be communicated between people, and it allows anyone to reach people from anywhere on the globe in a matter of seconds, something that was previously impossible.
Of course, the effects of new technology such as the internet carry over to the music industry. This article will discuss the effects that mobile apps are having on the way the music industry works, focusing specifically on TikTok. TikTok has significantly altered the way music creators promote music, how record label companies seek out new talent, and how songs go viral.
Artists are using TikTok to gain exposure and advertise their music. TikTok’s algorithm is incredibly effective at spreading content quickly and it is very good at displaying content that is similar to what the user has previously interacted with and found interesting. Artists are taking advantage of this by posting short videos of their music on the platform. Because of this, users can discover new music from their favourite genres that they otherwise would have never found out about.
Another feature of the app that can increase the amount of exposure a particular video receives is the share feature. If users come across a new song or artist that they really enjoy, they can send the video or the artist’s account to all of their friends, who may send it to their friends, and the cycle will continue.
Most clips on TikTok are very short, usually less than 1 minute, and this makes them easily digestible for the user. Instead of having to listen to entire songs on the radio, people can watch a 15 second clip of the best part of a song, increasing the amount of different content that each person can find. In addition to this, some music creators have teamed up with already popular TikTok personalities and influencers who help promote their music to a large audience.
Looking at the bigger picture, the music industry as a whole is adjusting to this novel approach to promoting content. In the past, record label companies would have artists audition or would attempt to find new artists in person. These companies have started using TikTok to come upon new artists who haven’t received exposure from traditional forms of media, making it much easier for companies to reach talented artists. This is mutually beneficial for both artists and companies, as it gives talented musicians a way to get into the big leagues, and it gives record companies the opportunity to profit from discovering the next big thing.
Finally, TikTok trends can also revive older music and establish its popularity in demographics who otherwise would be unlikely to be exposed to such music. For example, ‘Dreams’ by Fleetwood Mac surged in popularity after it was used in a viral TikTok trend involving skateboarders filming themselves with picturesque scenery in the background.
Overall, the internet will only become more utilized and widespread, and the future of music will follow this trend.