In the age of social media, the music industry has undergone a massive transformation. No longer do aspiring artists need a record label to break into the industry—TikTok has proven to be a powerful launchpad for viral sensations to transition into legitimate music careers. Many influencers have leveraged their massive followings to turn fleeting internet fame into sustained success in the music world. But how do they do it, and what makes some TikTok stars successful musicians while others fade away?
TikTok: A Breeding Ground for Musical Talent
TikTok has become a breeding ground for musical talent, whether intentional or accidental. Artists such as Addison Rae, Nessa Barrett and Dixie D’Amelio have all had time in the recording studio, released music and gone on tour! Addison has officially released a few hit singles and collaborated with artist Charlie XCX.
Nessa and Dixie have seemed to completely shift all online to priorities to their music careers, often promoting them on the platform they gained their fan bases from!
Dixie D’Amelio debuted her first single “Be Happy” in 2020 which amassed over 55 million streams. Since they she has collaborated with rapper Wiz Khalifa for her single “One Whole Day” and late One Direction star, Lima Payne for a holiday rack. She has gone on tour a few times, headlining and opening for boyband, Big Time Rush.
Nessa Barrett is currently on tour promoting her new album, Aftercare. The tour spans multiple continents, including North America, South America, and Europe. Fans have resonated with Barrett’s music on a deeper level because of her openness discussing her own struggles, making fans feel closer to her.
Why TikTok Works for Music Careers
- Built-in Audience – TikTok personalities often already have millions of followers, providing an instant fan base for their music.
- Viral Marketing – Short-form content makes it easy to tease new music, start trends, and encourage user-generated content.
- Streaming Success – Once a song gains traction on TikTok, it naturally spills over to streaming platforms like Spotify and Apple Music.
Jojo Siwa is another example of an influencer making a splash in the music industry with her single “Karma”. The song has received predominantly negative reviews. Ivan Guzman of Paper described it as “raucous” and reminiscent of early 2010s music, while Exclaim!‘s Sydney Brasil criticized it for being “poorly produced” with “no real hook.” Online audiences were quick to point out that the song was plagiarized: a very serious claim. It quickly emerged that Siwa’s version is a redone cover of Brit Smith’s unreleased 2012 track “Karma’s a B****.”
Despite this, Siwa has still had a successful music run so far, amassing million of view per video, releasing new music and most recently announcing an upcoming tour.
As social media continues to shape the entertainment landscape, TikTok has become more than just a platform for trends. It’s a launchpad for music careers and the potential in undeniable with the right team, drive for a music career and creativity. Whether you’re a music lover, a content creator, or both, one thing is certain: 15-second clips are writing the future of the music industry—right on our phones.
