TikTok’s taking yet another step to solidify its connection with the music industry, this time focused on electronic music specifically, with the launch of a new Electronic Music Hub in the app.
As explained by TikTok:
“#ElectronicMusic is one of the most celebrated genres on TikTok. From Ireland’s Jazzy becoming the first woman to top the Irish charts in 14 years with ‘Giving Me‘, Kenya Grace’s global smash hit ‘Strangers‘ dominating the charts to Chase & Status securing their first-ever UK No. 1 with ‘BACKBONE‘, driving a resurgence of drum and bass in the UK. We’re officially expanding around the globe, coinciding with Amsterdam Dance Event (ADE), one of the world’s most important festivals for electronic music.”
The new Electronic Music hub will provide more exposure potential for electronic music artists, as TikTok looks to capitalize on that interest.
Of course, many of these artists have had established followings for years, but they’re now finding a new community in the app. TikTok’s interest-matching algorithms are helping more people connect to more music that they like, which, in turn, is helping musicians reach a whole new crowd, and expand their popularity.
Which is TikTok’s main value to modern artists. Indeed, a TikTok-commissioned report published last November showed that TikTok users are significantly more likely to both discover and share new music content in the app, while 75% of its users also find new artists via TikTok clips.
On electronic music specifically, TikTok says that there’s been a 70% year-over-year increase in electronic music-related videos posted to the app, while specific genres are also benefiting, including Drum and Bass, Techno and Trance all gaining more momentum.
“From the rise of Amapiano to the resurgence of Drum & Bass, electronic music thrives on TikTok due to its infectious energy, global appeal and the creative ways the community celebrates the genre. Whether it’s sharing music, remixing tracks, or creating trends, the TikTok community has embraced electronic music around the world.”
TikTok’s value to musicians is irrefutable, helping guide users to new trends, and resurface older music that still resonates.
The only challenges to TikTok’s strength in this regard are its ongoing music rights negotiations (TikTok lost all tracks from Universal Music artists earlier this year due to a contract dispute), and its pending ban in the U.S.
That’s why Instagram is also ramping up its music elements, with a view to potentially replacing TikTok as the leading music promotion app, but right now, TikTok remains the place to be for musicians, and those looking to gain attention for their music.
The new Electronic Music hub is another platform to boost this, and help more artists gain recognition via TikTok clips.
And for marketers in related fields, it’s also worth taking note.
TikTok’s Electronic Music hub will launch in the UK, Ireland, the Netherlands, Sweden, France, Germany, Spain, Italy, Belgium, the USA and Australia on the 21st of October.
