MBW’s Stat Of The Week is a sequence by which we spotlight a single knowledge level that deserves the eye of the worldwide music trade. Stat Of the Week is supported by Music Group 5a technology-driven report label, distribution and rights administration firm.
Practically two-thirds of viral hits on TikTok are powered by natural posting by the artist and different TikTok customers with out spending on promoting or influencers.
That is in response to a brand new research of TikTok’s weekly charts within the first half of 2022 by inventive consultancy ContraBrand, which labored with Macy Grey and 24kGoldn.
Among the many tracks on the TikTok High 200 that ultimately reached over 1,000,000 Spotify streams, 63.8% got here from natural posts by the artist and different TikTok customers, in response to ContraBrand, whereas 35.5% was artist-generated content material and solely 9.1% was pushed by advertising affect and solely 2.5% have been triggered by paid adverts.
“We began realizing the facility of artist-generated content material on TikTok in 2020 and it has since dramatically diminished the price of breaking a track for our prospects. It is arguably essentially the most highly effective technique for upcoming artists to not solely construct an viewers, but in addition get streams and promote merchandise on-line with out ever having to tour,” stated ContraBrand co-founder, Sean Taylor.
“All 208 artists featured on this report have discovered success with the songs they launched this 12 months, so it is actually not too late for artists to make use of TikTok as a extremely efficient advertising device for his or her music. “
Countermark
In its How Artists are Going Viral on TikTok in 2022 report, ContraBrand additionally famous that 56% (or 117) of the 208 artists whose tracks featured within the report weren’t signed to a label.
The report additional revealed that unsigned artists outperformed their main and impartial label counterparts by way of the time artists launched a breakout monitor earlier than it hit the 100,000-view milestone on TikTok. .
Of those unsigned artists, 63% of them went viral with out working adverts or hiring influencers or companies.
“All 208 artists featured on this report have discovered success with the songs they launched this 12 months, so it is actually not too late for artists to make use of TikTok as a extremely efficient advertising device for his or her music” , stated ContraBrand.
Whereas many artists fear about having to go viral on TikTok shortly or cease attempting, 50% of the 74 artists who had gone viral by way of their very own content material had been actively posting on TikTok for not less than 18 months.
“With the shortest time spent on the platform earlier than an artist’s huge breakthrough being two months, this goes a protracted approach to busting the parable of artists exploding in a single day on TikTok,” the report stated.
ContraBrand make clear the case of INJI, a US-based artist whose signature monitor GAS LIGHT has amassed 1 million Spotify streams since its April 14 launch. INJI solely joined TikTok two months earlier than this monitor was launched. The artist has since gained 13,400 TikTok subscribers and 105,000 month-to-month listeners on Spotify.
“INJI is a good instance of how releasing your first single with nearly no TikTok followers can nonetheless result in huge success,” stated ContraBrand, whereas acknowledging that whereas success can come in a single day, case research would recommend that endurance and consistency are additionally key. go viral.
The report checked out weekly charts from 20 international locations the place TikTok operates, together with the US, Australia, Canada, UK, Brazil, Germany, South Korea, Japan and the Philippines.
The research discovered that artist-generated content material is the commonest technique for rising artists to go viral this 12 months, as it’s the most worthwhile route and the bottom hurdle for artists. seeking to break into the music trade. This 12 months alone, 74 artists have been capable of launch their very own careers by posting their very own content material on TikTok, and of the overall, 23 have been capable of amass not less than 1 million month-to-month listeners on Spotify.
“Artists do not essentially want label help or being positioned on dozens of editorial playlists, nor do they should pay influencers to advertise their music.”
Sean Taylor, ContraBrand
Taylor stated a lot of TikTok’s infrastructure is devoted to music, not like different social media platforms like Fb, instagram and Twitter, and as TikTok would now have a patent for a music division and employed employees for a unit known as “TikTok Music,” music and TikTok are about to change into much more carefully linked.
“It is also been very encouraging to see how TikTok has leveled the taking part in discipline for up-and-coming artists. Artists do not essentially want label help or being positioned on dozens of editorial playlists, nor do they should pay influencers to advertise their music,” Taylor added.
The report highlights the rising use of social media for music promotion. A separate research by U.S. market monitor Luminate (previously MRC Information/Nielsen Music) revealed that half of music listeners within the Asia-Pacific area uncover new music by way of social media platforms like TikTok.
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