This is an opinion piece by a Hilltop columnist.
TikTok has changed the music industry’s approach to stardom, making visibility much easier for some artists. Despite the benefit of catchy snippets, music quality and legacy beyond social media may suffer.
TikTok has influenced how songs are structured, with artists adopting shorter arrangements and prioritizing catchy moments over traditional music elements.
More than 80% of the top Billboard 200 charting songs went viral on TikTok before charting, according to Music Business Worldwide in 2024.
TikTok’s impact extends beyond chart performance, encouraging listeners to take their music discoveries to streaming platforms.
In April, the TikTok Newsroom announced that its save-to-streaming tool noted six billion saves for British singer-songwriter Sienna Spiro’s song “Die On This Hill,” topping the global save chart.
According to Castella Media Group, 75% of TikTok users say they discover new music on the platform. And the algorithm TikTok uses has changed how labels approach music marketing.
Labels and artists rely on streaming royalties, physical sales and downloads, live performances and merchandise. From the TikTok newsroom and Luminate, TikTok users spend 62% more money on artist merchandise than average music listeners.
For some musicians, replicating a breakout hit proves difficult. Others find that audiences recognize them for a single viral moment rather than the broader discography they have built.
New Zealand singer BENEE rose to stardom in 2019 with, “Supalonely” but has struggled to produce another hit of that magnitude. According to Variety, in 2020 the track amassed over 2.3 billion global streams. In comparison, “Underwater,” a more recent track from her self-titled 2025 album has amassed only 2.6 million streams.
While Steve Lacy has seen continued success over the years, he expressed frustration over a similar situation. After his song “Bad Habit” went viral in 2022, earning him a Grammy and reaching No. 1 on the Billboard Hot 100, he said many new fans recognized him for that, overlooking his other work.
The demand for virality has also influenced how record labels are approaching artist development. Musicians cannot just make music anymore; they also have to be content creators to build fanbases and maintain career longevity.
In a since-deleted 2022 TikTok, singer-songwriter Halsey, known for “Without Me,” revealed that her record label pressured her to create viral content to promote her music. Her experience highlights how viral success has become a marketing expectation, leaving artists frustrated by the pressure to manufacture online attention rather than focus on their music.
When virality becomes the measure of an artist’s potential, creating a viral moment can take priority over producing quality music. For other independent artists looking to grab label attention, TikTok is creating competition for what these labels want.
TikTok is not the only path to sustained success however. Some artists built their fanbase before the platform’s rise or they continued growing without relying on viral trends.
The Weeknd, for example, offers a useful contrast, demonstrating how an artist can develop a lasting career through a distinct sound, consistent releases and a broader evolution of their artistry.
The Weeknd began releasing music under his stage name on YouTube in 2010 and gained attention after Drake featured his work on his blog. He signed with Republic Records in 2012 and continued developing his sound and expanding his fanbase through consistent releases and collaborations.
While TikTok can generate initial virality and boost a song’s popularity, it does not necessarily sustain streaming numbers in the months that follow.
Only 15% of songs that go viral on TikTok achieve continued success on major streaming platforms.
TikTok has transformed how artists market their music and connect with audiences worldwide. While the platform has created an undeniable bridge between artists and listeners, questions remain about whether viral success translates into long-term streams, revenue and sustainable careers.
As TikTok’s influence on music promotion continues, virality is unlikely to disappear, but the pressure to capture online attention is creating new challenges for artists and record labels alike.
Copy edited by Jori Johnson
