Since the platform truly took off in 2019, TikTok has been redefining the music industry on a grand scale. Creating overnight sensations and bringing young artists out of their bedrooms and onto the stage, having a trending sound on the app is now a top priority for musical artists.
The job of any record label is to market their clients, steering them in the direction of success, and TikTok seems like the fastest way to reach the masses. While this prompts the debate of whether virality or longevity reigns supreme, it’s a further illustration of the way art is commodified in search of fame.
While some enigmatic artists lean into the allure of mystery, sharing little to nothing about their private lives, fan interaction has always been a hugely important aspect of being a musician. In the early days of the internet, fanzines and blogs allowed for access to our favourite artists’ inspirations and personality and in return, fans shared their love and spread the word.
At the end of the day, creating content for TikTok is not all that tall of an order for musicians, but when it becomes an obligation done unwillingly, it defeats the purpose entirely. Catching a glimpse into their private lives is all well and good, but do we really want Florence Welch to upload to TikTok when she should be twirling barefoot in a field somewhere?
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