VIP+ dives into TikTok’s power to shape the music industry, using hit artist IAMSUMMERWALKER as a case study
” report shows that TikTok is not far behind Facebook and Instagram in weekly reach among 15-29s. It is also the third most used social platform for 30-44s, but there is a notable distance between it and the Meta services.
Key to understanding TikTok is the fact that it is not dominated by big media companies. User-generated content is a strong part of what many consume, with music an important component on several levels. Data provided to VIP+ by, from its U.S. Music 360 study, shows that short video clip sites like TikTok are important sources of music news among younger consumers.
Crucially for record labels, music featured on viral TikTok videos often sees a substantial increase in streams, generating revenue. This changed after TikTok users created a sped-up version of the song, which began to feature in a range of different videos on the platform. Once the song reached a viral threshold and drove up global streams, LVRN/Interscope Records re-released “Karma” as “Karma ”, which saw weekly global streams quickly hit the 2 million mark, peaking at 4.1 million. That resulted in the song being RIAA-certified gold on Aug.
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