Social short music video app TikTok is on fire with 500 million monthly users, 66% of whom are under 30 years of age. But how to market music on Tik Tok remains a mystery for many. Frank Woodworth of Glacial Concepts unlocks why the platform works so well for music discovery and marketing, as well as how to get started.
Much of the music industry conversation surrounding TikTok has been centered on the platform’s ability to identify new songs and stars. It’s credited with the success of the record-breaking hit “Old Town Road” by Lil Nas X, as well as the success of Blanco Brown’s “The Git Up” and the signing (by Atlantic Records) of Sueco the Child, whose track “Fast” garnered 17 million Spotify plays after he seeded a clip from the song with a popular creator on Tik Tok. This spurred a slate of articles focusing on TikTok as the new source for A&R. Lost in this A&R gold rush, as scouts scour the service for the next big thing, is a strategy for established artists to take advantage of the platform for marketing and fanbase growth.