There’s no doubt that TikTok has taken the world by storm. The app, which is owned by Chinese company ByteDance, has more than 1 billion active users and is growing rapidly. But what many people don’t realize is that TikTok isn’t just a social media platform – it’s also a record label. In fact, TikTok may be the largest record label in the world.
Back in 2020, TikTok released its “Year In Music” report which claimed over 70 artists who went viral on the platform had all secured deals with major record labels. While this may not qualify TikTok as a record label directly, it certainly does show TikTok as a serious marketing platform for artists. This includes even largely recognized artists who have taken to TikTok as another way to promote their music and of course, make more money.
Is TikTok the World’s biggest record label?
It’s complicated, but TikTok is quickly becoming a major player in the music industry. With over a billion active users, it’s only going to get bigger and more influential. Only time will tell if TikTok can replace the need for an old-school record label, but it’s certainly on its way. Back in early 2022, TikTok officially became a music distributor with the launch of its new platform SoundOn.
SoundOn is a marketing and distribution service that caters specifically to TikTok, but is nonetheless a way for artists to get their music out there. Over the last few years, the definition of what a record label does as changed drastically due to new emerging technologies. It’s now to the point where a company like SoundOn is performing essentially the same job as a record label. But if you need further evidence, what about the fact that ByteDance has been specifically hiring people with at least five years of music industry experience?
So far though, every thing that TikTok is pushing for and making claims of really can be said about Youtube. Take Justin Bieber as an example of an artist who achieved their fame largely in thanks to Youtube. The difference here may be in the focus of hiring music industry professionals that will help TikTok stand apart. Only time will tell how exactly this will play out.
Is it TikTok or the users that matter?
Zoi Lerma was a regular person who decided to post a choreographed dance to the sone “Supalonely” by Benee on her TikTok. Well, that video went viral and not only boosted Zoi as a TikTok celebrity but also helped boost Benee towards becoming a globally recognized artist. With over 6 million followers, Lerma now makes a living by using her influence on TikTok to partner with brands. So while TikTok may be moving into a more music-focused direction, TikTok and the new SoundOn platform are not really what matter are they? I would argue that in the end it will all still be based on the users. Who promotes what song and how many people listen to it. Sure you could promote your music on TikTok but it’s no different than Spotify. You still need a lot of plays in order to make any significant money or gain any significant fame.
In the meantime, it’s safe to say that TikTok is quickly becoming a powerful player in the music industry – whether you consider it a record label or not. With its vast reach and influence, there’s no doubt that TikTok can help launch careers and propel artists to new levels