With the rapid use of social media today, a popular app known as TikTok has become the new go-to platform for any information ranging from news to entertainment. Formerly known as \u2018musically,\u2019 Tiktok began gaining popularity in 2019, averaging 1.1 billion users per day since then. The app operates on an algorithm dependent on a user\u2019s preferences, and their interaction with trending content.<\/p>\n\n\n
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<\/a>The multipurpose app has transformed the entertainment industry, revolutionizing the distribution and consumption of music and making it a tool for potential success. Nowadays, upcoming artists resort to TikTok to share snippets of their songs in hopes of achieving recognition and stardom. This was the case for British alt-pop singer PinkPantheress when a snippet of her debut single \u201cJust for Me\u201d gained traction on TikTok in August 2021, where users utilized the song in their videos. The song\u2019s catchy beats drew people to her works, and the more engagement the song got, the more exposure she gained. This eventually contributed to her success in the music industry as she has won several awards including nominations for MTV Europe\u2019s Best New Act and BET award\u2019s Best Collaboration award for her song \u201cBoy\u2019s a Liar Pt. 2\u201d featuring American rapper Ice Spice. PinkPantheress now averages 25 million listeners on the music platform Spotify.<\/p>\n\n\n\n
Observing the success of similar figures like Doja Cat, Olivia Rodrigo, and Jack Harlow, aspiring singers yearning for their big break have taken note of the favorable impact TikTok has had on these artists\u2019 songs. Desiring recognition, these emerging singers resort to the app to share their music, in hopes of algorithmic support. However, their expectations do not always come to fruition.<\/p>\n\n\n\n
From Passion to Popularity: The Clickbait Pandemic<\/strong><\/p>\n\n\n\n When popularity becomes a prominent factor in the production of music, the validity of an artist\u2019s motive for pursuing the craft is questioned. The quest for virality and fame has increasingly become the driving force of the creative process, which sometimes overshadows the traditional drive of making music purely out of passion or striving for artistic excellence. This is due to the way Tiktok is programmed, and its effect on users’ attention spans. <\/p>\n\n\n\n TikTok’s programming has instigated a pattern where viewers swiftly decide a video’s worth within mere seconds. The app\u2019s bite-sized content format and absence of buffering between videos contribute to a shorter attention span among users. Consequently\u2026 if the first few seconds of a music promo fail to captivate them, it becomes harder for the users to stay engaged through the entire promotion. The average viewer continues to watch a video they find interesting after rolling for three seconds. This pattern is one that upcoming artists take advantage of: They strategically craft and post a catchy 15-second snippet in hopes of catching the eye of the algorithm and gaining recognition. More often than not, they succeed and embark on the journey of a music career. But the unlucky ones face criticism from the media after the song is streamed and it ends up not living up to the hype. Various users have started to pick up on this penchant for fame in the music industry since it affects the quality of produced and consumed music. A user named Ava Allan<\/a> made a TikTok video with over 600k likes and 1000 comments, reflecting shared sentiments. One comment: \u201cYou can definitely tell when a song is built around a TikTok snippet\u201d summarizes the observation that these snippets often precede the song itself\u2013 designed primarily to capture viewer attention.<\/p>\n\n\n\n But what do the successful videos have that the unsuccessful ones don\u2019t? Jungle’s “Back on 74” became an instant TikTok hit with its infectious funky beat and accompanying disco-dance choreography, evoking a nostalgic summer vibe. The upbeat rhythm, catchy bassline, and a 58-second promotional video drew users in, while the engaging choreography made them stay. The song’s promotion struck a balance, inviting users to enjoy it without overwhelming them. Jungle’s success showcased that artists can market their music authentically while staying true to their artistic vision.<\/p>\n\n\n\n