This year's nominees looked a little different than last. Names you might have never heard of on the radio are making it into the running for music's biggest award. Along with artists, songs that have gone viral on TikTok dominated the "Song of the Year" title. This change in music has left artists wondering where the future of the artistry is going.
Seven out of nine songs nominated for "Song of the Year" have gone viral on the popular social media app TikTok. With this change in awards, it is interesting to see how artists old and new are beginning to use TikTok to their advantage. For example, Fleetwood Mac became a viral sensation 40 years later after one man on TikTok posted a video of him skateboarding and drinking cranberry juice. Band members playfully responded to this by trying to make their own version. This is a situation where older artists and songs are now able to come around again with the rise in TikTok.
TikTok is becoming an essential tool to promoting an artist's music and making sure their singles go viral. After Olivia Rodrigo's driver's license went viral on TikTok, people began to flock to hear her latest album and learn more about the story behind it. If artists aren't already using the platform, they will be in the next few years.
An interesting example from a not already famous artist is the story of GAYLE. After posting a TikTok asking for song ideas, someone commented asking for her to write a breakup song using the alphabet. A fun little twist, however, the person who commented was a marketing manager at Atlantic Records, GAYLE's record label. The song had already been written and the video asking for requests was merely a promotional tactic. Of course, the song went viral and became a hit on popular radio.
I think the future of music and small artists is going to thrive on using TikTok to become a viral sensation. Clearly, now more than ever, you do not need a show like American Idol or The Voice to take a small-town person and make them into a star.
Comentários