The amazing power of TikTok to get around: The new social media giant is paving the way for the road

The amazing power of TikTok to get around: The new social media giant is paving the way for the road

The amazing power of TikTok to get around: The new social media giant is paving the way for the roadKevin Mazur/Getty ImagesFrom TikTok to Lolla Ty Verdis, who released his single “Stuck In The Middle” while still working at the Verizon store and who TikTok dubbed “the Emerging Artist,” performed at Lollapalooza 2021 in Grant Park, Chicago on July 30, 2021.

In the five years of its existence, TikTok has become a major driver for building many artistic careers as the social media platform has experienced exponential growth.

A new report by Cloudflare, a web infrastructure and content delivery network, places TikTok as the number one visited site on the Internet, ahead of Google and Facebook. With its video excerpt format, the social media platform helps create, break, build, float and/or bury functions where artists become meme-sized sensations climbing the streaming charts on the wings of user-generated content.

And if they are truly successful, hub hustle can turn users into tough ticket buyers. Just take a look at Grammy Award-winning artists who achieved early success on the platform like Megan Thee Stallion, Doja Cat and original TikTok star Lil Nas X, all of whom are today selling major arenas, festivals, and more.

“In 2021, over a billion people turned to TikTok to entertain, find and share their joy with others, and learn new things,” Ole Obermann, global head of music for TikTok, wrote in the platform’s 2021 Music Report. It may be unprecedented as a music discovery tool as MRC data found that “75% of TikTok users in the US say they use TikTok to discover new artists, and 63% say they hear music they’ve never heard before on the platform.”

However, to get out of TikTok, the artist must first develop and nurture support from a gauntlet of unpredictable fans who must pay attention to posts (which can now be up to three minutes), like, share, and sometimes create or augment them. There’s a lot to curate, but if TikTok gets called on, it’s a solid proof of concept and content that can take artists to a whole new level of success in real life.

“There are account analytics and song analytics accessible to artists, managers, and brands allowing the industry to dig deeper into what resonates and what doesn’t,” says William Gruger, Editor-in-Chief at TikTok. “These ideas are being worked on allowing the artists and their teams to fine-tune their content strategy and grow their communities on the platform.”

The traditional problem is that there is a vast distance between artists who find success on social media and turn that success into a touring career; But that distance may not be as vast as it once was, according to Groger. “It’s a completely different era now,” he says. “He thought early creators needed the music industry to turn them into artists. Now, given how low the entry barrier is, and because TikTok artists must have an audience to be successful, it translates more easily into the ability to perform. The strength of the connection between the fan base and the artist is The one that TikTok facilitates allows this shared relationship to translate into a live tour. There is a much shorter pipeline between someone hacking TikTok and being a touring artist.”

Gruger provides examples of two different up-and-coming touring artists using the platform in different ways. “Blu DeTiger is an artist who shares with her community on the platform about live performances,” he says. “She’s a bass player who toured with Carolyn Polachek (formerly of Chairlift), and now has solo material and touring solo. She uses the platform to announce dates and when those dates happen, she uses TikTok to showcase her performance from her live show. She’s going to have really different and great moments. highlights her tour.”

“Tai Verdes is someone who uses the style of a vlogger and really talks to the camera,” Gruger continues. From “I’m About to Go On Stage at Lollapalooza for the First Time” and Share His Feelings Behind That Moment to Lately, “This is a day in the life of being at Macy’s Thanksgiving Day Parade. Like, first hour, I’m feeling cold. Second hour, look there’s someone famous,” and he takes his fans with him every step of the way. Both show how TikTok really is a storytelling platform. This isn’t just about memes and dance trends, but it can really be used to bring artist fans with them on their road trip.”

For advertising and building momentum for tours i.e. selling tickets, TikTok can be an incredibly effective tool with artists who put links in their bio to the ticket platform of their choice. Gruger points to Olivia Rodrigo, one of the year’s biggest superstars: “She teased her tour on TikTok to recreate pens in the mug trend that was popular at the time,” he says. “If you put a pen in a cup, the thing you say is true. She announced her tour that way.”

Jet SettersJet SettersBoney M, which was founded in Germany in the mid-1970s and included Liz Mitchell, Marcia Barrett, Maisie Williams and Bobby Farrell, was revived in 2021 on TikTok when their song “Rasputin” from their 1978 album Nightflight To Venus went viral. Echoes / Redferns

However, after the sale, in which many Rodrigo fans were unable to obtain tickets, the platform erupted as users bonded over their loss. “There were all those, ‘Wow, didn’t anyone else get tickets?'” Feedback,” Groger tells. “Tourist news is important news on TikTok and the reaction to not getting tickets has spread, which is interesting.”

When Grueger is asked about the commodity’s chances, he indicates that something may come soon. In August, the platform announced in-app e-commerce integration with Shopify, which makes sense that could be part of its future merchandise strategy. Ticket integration has not been announced.

It’s worth noting that TikTok isn’t just for up-and-coming artists, as some of the biggest and most successful artists in the industry continue to nurture and build fan bases across the platform. “Doja Cat is the one who broke out on the platform in 2019 and started setting up and using the platform in 2020,” says Gruger. “As festivals opened this year, moments from her live performances sprung up. It was hard to log in without seeing a moment of her, especially after her performance at the Austin City Limits. This was one of the first times a large audience had seen her perform her folk dances on TikTok. I made 360 ​​Moments.”

Another huge star all over TikTok this year was Harry Styles whose “Love On Tour” sold more tickets than any other tour in 2021, according to Pollstar’s year-end charts. “There were many moments of his tour, particularly about his banter with the audience, which he did incredibly well on the podium,” says Gruger. “There are people who have started entire accounts following him on tour. I’m not sure if they are literally on all the dates, but the account is a compilation of Harry Styles moments on tour documenting the big moments where he flirted with the audience or his dance moves. Fandom for artists like Harry is huge, but the way In which fans take artists on tour and translate them into a content strategy on TikTok is something new this year.”

TikTok can also be a tool for extracting catalog content again. In 2021 there were acts like Boney M, a Euro-Caribbean singing group by Germany from the 1970s to the 1980s whose song “Rasputin” made the top 20 global hits of the platform in 2021; And “The Backyardigans,” a Nickelodeon show that ran from 2004 to 2013, made a comeback this year.

“A really interesting part of TikTok is how nonlinear it compares to digital service providers, who are very focused on the existing catalog and who are on the charts and have huge successes,” says Gruger. “On TikTok we see artists and taped parts from catalogs from all different eras popping up and going viral. Boney M is a really great example of an old ’70s disco era band that went viral because of dance and other reasons and got a new modern context. Emo is a big genre Really too, with acts like Simple Plan and Papa Roach having a new relevance today in part because of TikTok. The audience is sure to come to see them in person.”

Talk about executable data…

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