TikTok's influence on popular music is by now undeniable, as challenges and trends on the video-sharing app routinely propel songs up the music charts and turn emerging artists into stars. But song uses on TikTok don't automatically translate to streams, and artists and executives have had little data to understand how songs go from being popular on TikTok to becoming a hit beyond it.According to the results of the study, which was conducted on U.S.
The study also notes that TikTok users often have"heard it on TikTok" moments in their day-to-day lives: 72% of users agree that they associate certain songs with TikTok.The study also sheds some light on best practices for brands looking to connect with TikTok users through music.
In all, the study provides data to confirm things the music industry anecdotally already knows. But this alone is valuable, helping connect the dots of how songs travel through and beyond TikTok. "TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community," TikTok global head of musicsaid in a press statement."TikTok is the home for music trends that permeate the industry, charts, and culture.
Read the full results of the study, which also includes insights about TikTok's influence on cultural movements,
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