How important has TikTok become to the music industry and fans? Take a look at this.

TikTok is the rarest of unicorns, a tech company that has blown up so much that it’s starting to rival Facebook in some areas. The platform has become especially important to the recorded music industry for a number of reasons. Hits Daily Double provides this summary. I quote:

  • The majority of TikTokers not only discover new music on TikTok but hear songs they don’t hear anywhere else. 75% of TikTok users say they discover new artists through TikTok and 63% heard new music they’d never heard before on TikTok.
  • 68% of TikTok users would prefer to see videos from brands featuring new music they’ve never heard before.
  • The TikTok community is motivated to interact with the music featured in videos on TikTok, with 67% of TikTokers more likely to seek out a song they heard on TikTok on a music streaming platform.
  • Community members often have “heard it on TikTok” moments. 72% say they associate certain songs with TikTok.
  • TikTokers are motivated to interact with the music featured in videos on TikTok. 36% of users save the song/audio to use later; 35% look up the artist behind the song after hearing it.

Any questions? (Via Anthony)

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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