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Posted on June 10, 2022 | By John Reynolds

Why TikTok Presence is Key for Recording Artists in 2022

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TikTok is an essential marketing tool for musicians, artists, and record labels. Even if a song has been out of the mainstream for decades, it might climb up organically on the app. 

"TikTok has really become a critical part of artist storytelling," Kristen Bender, SVP of digital strategy and business development at Universal Music Group, told Insider during a webinar on TikTok's impact on the music industry. "Since we signed our deal with TikTok earlier this year, our labels have been extremely leaned into the platform."

Millions of people now post videos to TikTok in which they may be seen dancing, lipsyncing, and more to various music. This not only increases the popularity of the user but also the popularity and exposure of the music and artist.

Key Tips To Achieve Success

#1 Post Consistently 

TikTok prefers accounts that post videos daily. You could start with 100-200 views for every video, but if you keep up your consistency, you'll be far more likely to strike the jackpot with one of your videos.

#2 Find Your Niche

If you're having trouble finding something that works for you, some trial and error are encouraged. Find a strategic way to incorporate your art into material that is compatible with the platform and people's consumption patterns on that platform. 

#3 Short Videos

With the average human attention span shortening, it's no wonder that shorter videos do better on TikTok.

The industry's focus on TikTok is justified! Marketers engage influencers to make a song go viral, resulting in a flood of user-generated content from their followers. Songs that go viral on TikTok frequently chart on the Billboard 100 or Spotify Viral 50. 


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