Over the past few years I have seen a multitude of articles explaining why TikTok is good for music or bad for music but to me this feels like complaining about the weather, or politics, or the economy. Much as its great fun having an opinion on something current and I'm fighting all of my British instincts not to complain about the weather at every available chance, there's not much point in having an opinion on something which we have no way of changing.
The point is much like our current Prime Minister, the rain and the reign in the Uk, TikTok is here whether we like it or not and it is going to continue to impact the music industry. So instead of writing acerbic think pieces about the asteroid before it wipes us out, let's focus on how best to create and promote music in this TikTok apocalypse.
The good news is that no genre is off the table. When scrolling though recent songs TikTok has blown up we can see Modern R&B, 10 year old pop, rap, EDM and country. This means that whatever obscure genre bending album you have planned, you will have a good chance of finding your audience on TikTok.
The problem is that TikTok vitality is somewhat out of our control. It depends if your song gets picked up on a trend so the best thing to do is to make sure that your music is as accessible as possible. Not in terms of listening experience , but instead in terms of having the lyrics available and synced up with the song, having a good canvas. having the song available on as many streaming platforms as possible and available to be used royalty free. This is so that Internet personalities, streamers and other who are often clipped and put on TikTok are more likely to have your music involved in their clips and therefore in the zeitgeist of their audience.
Having your music as available as possible and consistently creating the best music you can is the only reliable way of finding success in this post TikTok world.