TikTok is transforming the music industry. This article breaks down the latest research, revealing how indie artists can harness TikTok's power to reach their goals.
No longer just a platform for dance crazes and viral trends, TikTok has become a formidable force in the music industry, reshaping how music is discovered, consumed, and ultimately, how artists achieve success. This platform, with its billion-strong user base and unique algorithm, has the power to catapult careers, revitalize catalogs, and forge deep connections between artists and fans.
This breakdown of the 2024 Music Impact Report, commissioned by TikTok and Luminate, delves into the key findings that every indie artist and label should know. It's a roadmap to understanding how TikTok can be harnessed to amplify your music, reach new audiences, and navigate the endless possibilities of this digital age.
TikTok Drives Music Discovery
TikTok is not just a platform for entertainment; it's a music discovery hub. U.S. TikTok users are 74% more likely to discover and share new music on social and short-form video (SFV) platforms than average SFV users. This proactive engagement with music sets TikTok users apart. They are also 54% more likely to listen to an album on its release date, demonstrating their eagerness to stay ahead of music trends.
Beyond just listening, TikTok users are deeply invested in the music world. Half of U.S. TikTok users enjoy watching videos about music artists, including interviews and behind-the-scenes content. This is 47% higher than the average for U.S. social and SFV users.
The case of Chappell Roan exemplifies TikTok's influence. Despite releasing her debut album in 2023, Roan's breakthrough came in 2024 when her songs went viral on TikTok, sparking trends and propelling her to become the third most-streamed female pop artist in the U.S. by September.
TikTok Generates Value Off-Platform
TikTok's impact extends beyond the app itself, driving significant value to the broader music industry. U.S. music listeners who use TikTok are 68% more likely to subscribe to a paid music streaming service than the general U.S. population. This translates to nearly two-thirds of music listeners on TikTok paying for at least one music streaming service.
Furthermore, U.S. TikTok users dedicate 48% more time to streaming music audio than the average U.S. music listener. This increased engagement is further evidenced by the success of TikTok's "Add to Music App" feature, which has facilitated over a billion song saves since its 2024 launch. This tool allows users to seamlessly save songs they discover on TikTok directly to their preferred music streaming service. Since its full launch in 2024, this feature has been responsible for over a billion song saves.This means massive off-platform exposure and potential new listeners for artists whose music is shared on TikTok.
Not only are TikTok users more likely to subscribe, but they are
also spending more time immersed in music. This increased engagement
translates to more revenue for artists and streaming services alike,
creating a win-win scenario.
The case of Sabrina Carpenter perfectly illustrates TikTok's power to drive off-platform value. Her 2024 album, "Short n' Sweet," was strategically launched with a major TikTok partnership campaign and an immersive in-app experience.
Carpenter's singles "Espresso" and "Please, Please, Please" were already generating buzz on TikTok, and this campaign amplified their reach even further. The result? A surge in TikTok views, a flood of "Add to Music App" saves, and ultimately, "Short n' Sweet" debuting at No. 1 on the Billboard 200 – all in the same week it went viral on TikTok. Carpenter's success was so significant that she was crowned TikTok's No. 1 artist in the U.S. for 2024, based on TikTok views.
TikTok Attracts High-Spending Music Super Fans
TikTok is a magnet for music super fans – the most passionate and engaged segment of music consumers. These fans spend significantly on live music, physical albums, artist merchandise, and paid music streaming services.
A remarkable 27% of U.S. TikTok users identify as music super fans, nearly twice the rate (15%) within the general U.S. population. This concentration of super fans makes TikTok an invaluable platform for artists to connect with their most dedicated supporters.
The spending power of music super fans on TikTok is undeniable. They outspend the average U.S. music listener by 46% on music monthly, including a 52% higher expenditure on live music events and a 62% increase in spending on artist merchandise.
TikTok Positively Impacts Music Streams
TikTok has a direct and measurable impact on music streaming numbers. Analysis reveals a statistically significant relationship between TikTok engagement and on-demand streaming performance for 96% of artists studied.
Following a peak in TikTok activity, artists can expect an average 11% increase in on-demand music streams within three days. This demonstrates the platform's power to translate online buzz into tangible consumption.
The case of Korn illustrates this phenomenon. Despite not releasing new music since 2022, Korn's catalog saw a resurgence in 2024 thanks to viral TikTok trends. These trends led to significant spikes in their on-demand streams, proving TikTok's ability to revitalize interest in established artists.
Korn also saw a direct correlation between increased "Add to Music App" saves and on-demand streams, further solidifying the link between TikTok engagement and off-platform listening behavior.
TikTok Impacts Chart Success
TikTok's influence on music charts is undeniable. A staggering 84% of songs entering the Billboard Global 200 in 2024 had a "viral moment" on TikTok prior to charting. This indicates that TikTok virality is a significant predictor of chart success.
TikTok is not just about promoting new releases; it also breathes new life into older tracks. Over 50 catalog songs entered the Billboard Global 200 in 2024 after going viral on TikTok, proving the platform's ability to drive rediscovery across various genres.
Alphaville's "Forever Young" exemplifies this trend. Released in 1984, the song experienced a resurgence in 2024 due to its popularity on TikTok, leading to increased streams and a nine-week run on the Billboard Global 200.
Conclusion: The Future of Music is on TikTok
The 2024 Music Impact Report paints a clear picture: TikTok is no longer just a social media platform; it's an indispensable tool for any artist or label looking to thrive in the modern music industry. For indie artists and labels, often facing an uphill battle against major label giants, TikTok offers a level playing field and a powerful platform to connect with fans on their own terms.
The data speaks for itself: TikTok drives music discovery,
fuels off-platform engagement, attracts high-spending superfans,
boosts streaming numbers, and influences chart success. This isn't
just a fleeting trend; it's a fundamental shift in how music is consumed
and experienced.
The takeaway is clear: indie artists and labels cannot afford to ignore TikTok.
By embracing TikTok's unique features, understanding its algorithm, and crafting engaging content that resonates with its community, indie artists can unlock a world of opportunities. Including building a loyal fanbase, driving discovery of their music, generating revenue, reaching global audiences, etc.
The future of music is undoubtedly intertwined with TikTok. By embracing this platform, indie artists can not only survive but thrive in the ever-competitive music landscape. It's time to get creative, engage with the community, and harness the power of TikTok to share your music with the world.
