TikTok is “today’s radio” to promote new music

TikTok is “today’s radio” to promote new music 1714 936 cREM

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.

A spontaneous success

An example of this was the behavior of the song Location by Karol G in collaboration with Anuel AA and his friend J Balvin, produced by Universal Studios and in charge of CreatingREM in their campaign for TikTok.


HOY ES SÁBADO !!!!!!! 🌵🥂🌠 Indica las coordenadas que hoy nos vamos 😏😏😏

♬ LOCATION - KAROL G & Anuel AA & J. Balvin

One month after its release, the song It was at the top of Billboard’s Latin Pop, Latin Airplay and Latin Rhythm charts and had more than XXX million views on streaming platforms, in addition to the most popular video on YouTube.

This would certainly not have been possible without the viral Location on Tik Tok. We put it there a month later and in the three weeks that have passed there are already XXX million tiktoks made with ‘Location’, some of them by actors and other artists. Great surprise to take notice of the experience and learn of Location lesson. Everybody is in the same boat. All the majors are to see how they can continue to develop their artists in the current conditions.

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