TikTok has become the new tool for promoting music all over the world. Until 2019, concert and live shows were the cornerstone of corporate and producer strategies for retaining an artist.
This is confirmed by Fernanda Arcay, head of marketing of the musical incubator Neon16 in an interview with the Efe agency. “For a while networks were used to announce new music and generate listeners on streaming platforms, but all that has changed and now it is directly networks like Tiktok that promote new music.”
According to industry specialists, video platforms such as TikTok are emerging as the heirs of radio and as spaces where new music is presented and promoted. Tiktok, in particular, became superimportant during the pandemic to make famous music. song. If it can be accompanied by a choreography or a challenge, a new song has the potential to go viral and that is immediately reflected in the ‘playlists’ of the streaming platforms, and in a week (or less) it enters the popularity list.