Resurrecting music culture: Tik Tok’s Impact on Reviving the music industry

Our PR Director, Michelle Smytheman, is passionate about helping emerging professionals in the communications industry and teaches at the University of the Sunshine Coast. As part of an assessment task this year, there have been some excellent blogs written by first-year students about emerging business trends. We are proud to share their work.

By Natalie Sayed

Well, well, well, look who decided to grace us with their presence again!  Yes, it’s me, I’m back.

Now I know it’s been a while since I graced your screens with my witty banter so you’ve probably been wondering where I disappeared to, and why the world has been so dull without my blog posts. Well, don’t worry. I’m back and better than ever.

I’m sure you’ve all been lost without my wise advice and brilliant insights on the latest trends and hot topics. But, let’s be honest, you haven’t missed me THAT much, have you? I mean, you’ve had TikTok to keep you entertained, right? Ah, TikTok. The app has taken over our lives and practically turned us all into amateur comedians, dancers, and actors. But did you know that TikTok is not just a platform for mindless entertainment? It’s also an emerging trend in consumer-oriented marketing, and it’s changing the game for businesses and influencers.

So I hope you’re ready because we’re about to get lost in the world of TikTok marketing and how it’s revolutionising the way we discover music. And who knows, maybe you’ll even learn a thing or two that will boost your own social media presence.


Where music goes viral and dreams come true

Some of the biggest global hits we’ve all been obsessed with actually gained little traction when they were first released. Yep, you heard me right. The rise to fame for some of our favourite artists and songs is thanks to the power of TikTok and its consumer-oriented marketing.

“TikTok is the best platform for music discovery right now.” (Rolling Stone, 2021)

Olivia Rodrigo is a 20-year-old artist from Murrieta, California. Doesn’t ring a bell? Well, how about if I said: “the girl that sings Driver’s License”? Ah, now we all know who I’m talking about!

Feeling sorry for herself, Olivia started writing a song about her heartbreak after a long-term relationship and her newfound freedom and independence after finally getting her driver’s license.

Little did she know her therapeutic piano sesh with Zane Lowe would drive her followers from 200,000 to over 31 million in less than 3 years.

Now I’m not saying we should forgive Joshua Basset for the heartbreak he caused our beloved Olivia but I think we should all at least thank him for the masterpiece he inspired.

Virality on TikTok is powerful yet unpredictable, it has the ability to take relatively unknown songs or artists and turn them into overnight sensations. Forbes (2021) says it all thanks to its algorithm that promotes content that resonates with its user base.


TikTok Takes Over: The New Music Discovery App (sorry not sorry)

TikTok is changing the game when it comes to music discovery. The app has disrupted traditional ways of finding music and opened up new opportunities for artists to gain exposure. Sidney Madden delved into how this has affected marketing strategies and music discovery. Jeff Coulter also explored the implications of TikTok for the music industry and how it’s creating new opportunities for artists and labels (Coulter 2022). But what makes TikTok so unique is its consumer-oriented approach. It’s not just great for discovering new music, it’s also an ultimate market research tool with a viral twist. As Strong (2021) highlights in her article on The Conversation, the app’s algorithm creates brand campaigns that are tailored to the specific tastes of its target audience.

“TikTok is the music discovery platform that is driving the industry right now.”(Erlich, J. 2020, February).

This app has breathed new life into the music industry, making it more inclusive, diverse and collaborative. So if you’re a marketer looking to reach a new audience, or just a music lover looking for your next favourite song, TikTok is the place to be.

Am I the only one who has taken notice to the app’s logo? I can’t be. The logo’s resemblance to a musical quaver is no accident; as reported by, it serves as a representation of the app’s emphasis on music. TikTok is like having a personal DJ who knows precisely what songs will get you moving.


TikTok and Consumer-Oriented Marketing: Why it Matters to you

Have you ever felt like you’re stuck in a musical rut? It’s like hearing “Happy” by Pharrell Williams for the millionth time – it’s just not making you happy anymore. Over time, you develop a craving for musical exploration, for some surprising rhythms and tones that will reignite your love for music.

You see, TikTok’s algorithm is like a genie that grants your wishes before you even know you have them. It personalises your content and creates your very own “For You” page.

If you watch a lot of music videos, you get more music videos, and if you watch more dances, you get more dances. Well, you get the idea.

By harnessing the power of TikTok’s algorithm to discover new music, you can break free from your musical rut and explore a world that will reignite your passion for music.

Now, just remember that the next time you find yourself tapping your foot to a catchy tune on TikTok, you’re part of a revolutionary new way of discovering and enjoying music.

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