It turns out the app is completely revolutionizing the way record labels work and giving artists more leverage than ever. Our process included creating dozens of custom data sets, careful fact-checking, and conversations with hit songwriters and music industry executives to match data with real experiences.Īfter seven months of spreadsheets, data deep-dives, and interviews, we were able to follow the numbers to track what happens to artists after they go viral - and how the music industry has shape-shifted around TikTok. So in the fall of 2021, we partnered with data analysis website The Pudding to figure it out.Īlong the way, we discovered that using data to concretely answer this question is quite a challenge. But we wanted to know exactly what happens between a song going viral and an artist becoming a bona fide success. Songs get turned into sounds that can be used in any video, and if they gain enough traction they can catapult a musician into the pop culture stratosphere. They’re sorted into categories like “Unboxing” and “Vlog.It’s no secret that TikTok is a virality machine.
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