Indie Artists ?? TikTok (but Sometimes Love Hurts)

Of course, TikTok has impacted how music is discovered and consumed because it’s an optimal channel for artists and creators to share their stories. The audience now has the option to engage with artists at an ever deeper level - into their personal lives, BTS, after-show-party, in their bedroom or studio, when they’re depressed, and on. In an age where the connection between the fan and the artist is interwoven increasingly, it’s the best vehicle. That comes with challenges, obvs.

Having just watched @willowkayne’s justifiable rant about having to self-promote on the platform (and how embarrassing it is), I quickly want to cover a few things for artists or managers getting stuck into TikTok. What’s good about it, what’s not, and how you get started.

How is it useful for artists?

Reach: As is always the case these days - the creator has the chance to reach millions for little cost. 89% of the audience on TikTok listen to music on streaming platforms etc. (Info from a Luminate study shared here) It doesn’t mean it’s easy and “as-per” it comes wrapped in a mystery, requiring a huge amount of work and more creative juices from the artist. Again, they need to stop writing and recording, but if they do and they’re able to ride trending waves or cut through the noise they can connect with thousands/millions of people (inc. the A&R teams) in the smallest of niches.?

Audience Engagement: The platform favors easy-to-produce content for the most part. It’s a place to try stuff out and see what sticks with less pressure. You can leverage the trends easily and connect directly to your music. “The ‘Add to Music App’ feature is launching officially, including a third DSP partner: Spotify.”) I’ll touch on this practical stuff in a bit, but essentially - at its best, you can tell a story on TikTok. You have options: love your favorite things and connect with like minds, share insights from your lifestyle, flesh out the story you’re already telling in your music, and so on.?

Viral Potential and Career Breakthroughs: The platform's viral nature can catapult songs into the mainstream overnight, providing opportunities for artists that were previously unimaginable. This A&R capacity has already had its heyday. If you were being cynical, you might say that feckless industry peeps with limited understanding of the platform and keen not to appear out of touch spent a couple of years repeatedly signing anything that went viral. I didn’t observe this firsthand but we all saw projects at distance, that were given far too much early support than their project & audience justified. This hasn’t gone completely but it’s settled now and TikTok is regarded as a good? place to surface Artists who have an ability to hold an audience or tell a story on socials. Note: TikTok looks to be

How is it bad for artists?

Creative Compromises and Authenticity Issues: The Musicians’ Union found that 60% of independent artists feel their artistic authenticity is compromised when tailoring content for TikTok. They’re casting around for ways to make a splash and the chance to find something that resonates with the audience and elegantly sits alongside the artistic content. That’s seriously hard. How does it work for Lewis Capaldi or JVKE? It absolutely does. Both are great creators with highly engaging content, but these TikToks do fall far from the tree.

The Pressure of Constant Content Creation: The need for constant engagement can lead to burnout, with 85% of artists reporting increased anxiety due to social media pressures, according again to the Musicians' Union (we love their work). Look to various sources (Collabstr / vizard), and you’ll be encouraged to post more than once daily. They all suggest there’s no one-size-fits-all, but they uniformly ask for an amount of posting that would hugely disrupt your life and, frankly, be pretty all-consuming. As a colleague put it earlier today - “the vast majority of artists I’m supporting find the incessant pressure to post onerous at best. I’m constantly helping them manage burnout.”

What do you do on the platform?

As I initially set up, this is for artist managers and artists. I’ve seen multiple projects where creators and project managers had to find their way into the platform for the first time, and I wanted to throw a few ideas out there. Killing it with this sort of thing does need creative cunning, and I’ve seen great initiatives first-hand where I work, but I don’t lead those efforts. I can advise on best practices, and they really will go a long way, though they don’t replace the need for the alchemical genius of marketing creatives.

Preparation: So, you get stuck into the platform and see… how you use it, what you like, what turns you on, etc. If you’re the artist or the artist manager - that’s how you learn what’s going on. Now, we think about the project and what story you’re telling. That’s no small task, but forgive us for not going there right now. At this point, we decide - what we’re looking to achieve, but you’re picking one of the usual suspects: growing audience, driving engagement on Spotify, selling tickets, etc.

Practice: This is a big topic again, but I will scrutinize four elements to mitigate the “cons” of using the platform and make it as easy as possible.?

• To manage burnout and the challenge of consistently posting, shoot multiple videos and schedule them. There’s some advice here you can tap into on that process.
• Try stuff out and review engagement. Check which of your posts are connecting and continue in the right direction.
• Authenticity is critical - if you’re sharing personal stuff. We've seen how artists like Lewis Capaldi or JVKE for example, create ace content that doesn't, obviously, align with the vibe of their musical output. Artists and their audiences are complicated, and its fine that people present this. Also, it's not essential if you're sharing light-hearted content that it matches exactly the artistic endeavor of the latest release. That's not the case, if you're talking about mental health issues or your deeply held beliefs etc. then it absolutely has to be honest. That should be obvious but just in case it isn't...
• Ask ChatGPT what to do! If you’re getting started and need some guidance that’s bespoke but you don't have access to an artist manager or marketing expert, then put together a well-considered prompt for ChatGPT. You can ask it to put together a creative campaign based on your target demographic, content, Style, assets, needs, and so on.

Operational: On TikTok, connecting to music can be as simple as diving into its extensive sound library to find tracks that resonate with your content, especially if you're an artist. Uploading your original music directly onto the platform is a great move, making it accessible for others to use in their creations, thereby amplifying your reach. Keep a keen eye on music trends, and incorporate them into your content to catch the wave of visibility. Recently, we saw the explosive connection with “Who Is She” from the fantastic I, Monster on TikTok and you can see a huge boost in engagement on Spotify, among other platforms. That’s what can happen when a viral moment happens X seriously good music!

Regarding hashtags, the trick is to stay relevant and on point. Use hashtags that align with your content, audience, and genre. Don't avoid jumping on trending hashtags to engage in larger conversations and boost your content's discoverability. And if you're launching a campaign or releasing new music, consider creating a unique hashtag. It's an effective way to build a community around your work and track how your content is resonating. If you want to connect with TikToks priority hashtags you can access those from the Discover page on the platform.

Now, let’s talk about the Stitch feature. It’s a fantastic tool for collaboration. You can add your spin to someone else’s video, extending or continuing their narrative. This isn't just fun; it's a strategic way to engage with content that's already popular in your niche. By stitching popular videos, you open doors to increased visibility, connecting with the original creator’s audience and your own.

In summary, TikTok changed things because it offers artists an optimal channel to intertwine their music with personal narratives, engaging directly with fans. While it presents immense opportunities for reach, audience engagement, and potential viral breakthroughs, it also demands a careful balance of authenticity and strategic content creation.

For artists and managers embarking on TikTok, the key lies in preparation, practice, and operational tactics. This involves understanding the platform, aligning content with artistic narratives, and setting clear objectives. Practically, it's about managing content creation to prevent burnout, experimenting to see what resonates, and maintaining authenticity, especially in personal storytelling. Operationally, connecting to TikTok's vast music library, utilizing trending hashtags for visibility, and engaging with features like Stitch for collaborative content are crucial strategies.

Ultimately, navigating TikTok's dynamic landscape requires creativity, strategic thinking, and adaptability, allowing artists to harness its potential for meaningful and impactful engagement in the digital music era.