Gone are the days when being signed to a record label was the only path to becoming a successful musician. Now, you only need one thing to break into the industry—a TikTok account.
Many notable musicians got their start on social media. The virality of “Old Town Road” on TikTok skyrocketed Lil Nas X’s career. The dance to Doja Cat’s “Say So” landed her prime-time radio slots. The traction on social media of Olivia Rodrigo’s “driver’s license” allowed her to break Spotify’s record for single-day streams. These examples show how powerful these platforms have become—and artists know it.
Signing to a traditional record label can be unfavorable to emerging artists. If they sign too early, they can lose creative control or get stuck in long-term contracts where they only receive a small percentage of profits. That’s why many opt to build their careers independently. Even if artists eventually do want to sign with a label, this proof of success allows them to negotiate contracts on their own terms.
Social media is not just a tool used to get discovered. It also allows musicians to maintain a brand or image. Artists use it to announce when a new album will drop or upcoming dates for their concerts. It allows them to connect with their fans to ensure lasting success.
This unique connection also creates an opportunity for artists to have a different relationship with their fans. Insight into their personalities no longer has to be from tabloid drama but from what they directly post to their page. Many musicians are able to grow their platforms by appealing to their relatability or appearing to be authentic.
The world of music is constantly evolving, and social media success stories are proof of that. If the dream is to become the next international pop star, take out your phone and post to TikTok. You never know if you’re the next viral moment.
