The music industry has experienced many changes, especially as technology continues to advance. From record players to CD’s to streaming platforms accessed from all devices, the industry has shifted into a streaming era.

A video-sharing social networking service, this application contains various content uploaded as 60 second videos. With many sources of entertainment, the app has quickly gained popularity among the general population. Although it may seem this is merely a phase in the entertainment world, TikTok has proven to become a pillar for an artist’s career and a hit generator.

Beyond the 60 second videos, TikTok has evolved to hold the power to change the music industry. However, the idea that an app can hold much power can seem odd and impractical. So, how can TikTok be a factor that controls the music industry?

The answer is simple yet complicated. Users can choose or upload a sound. When it comes to music, many users create a dance to the song that if it gains enough attention, it becomes viral. Because the songs aren’t limited to just dances, the content is endless and creates a common algorithm that results in major success for an artist. According to TikTok’s UK head of music operations, Paul Hourican, “It encourages users to go off and find out more about the artists they’ve heard and listen to their music in full… I think it’s pretty undeniable that it drives music discovery.”

Many artists that have benefited from TikTok are Lil Nas X with Old Town Road, JAWSH 365 with Savage Love, and Megan Thee Stallion with Savage. As a result, all these songs have charted on Billboard’s Hot 100 chart and achieved several other accomplishments. These are to name a few out of the millions of songs that have impacted the general public. One artist in particular has had the most success and with her career skyrocketing by the minute: Doja Cat. This artist’s songs seem to constantly go viral on TikTok and it’s brought her much success. From charting on Billboard to Grammy nominations, the impact of TikTok is proven to be substantial to an artist’s career.

As a result of TikTok being a hit generator, several artists have opened accounts in hopes of gaining attention. Although it may seem easy, the chances of going viral are low and unpredictable. The songs have to be “picked up” and greatly liked in order to attract attention which removes the idea of a formula for success. Most of the time, it takes support from popular users to use the song in a video in order to promote it to their audience. The more people share it, the more exposure and attention the song will receive.

Max Bernstein, founder of Muuser, said “To the extent that a record label can manufacture some kind of viral success is everyone’s goal, but it’s not like the whole community is curated by the music business. On TikTok, if you’re interested in a sound, you make a video to it, and the focus is on the sound.”

Overall, there’s not a specific formula that guarantees success for any artist on TikTok. The users control most of the app and it’s purely luck. To conclude, TikTok is large force that has shaped many of the biggest hits today and will continue to have an impact on the music industry throughout time.