Debunking the biggest myth about TikTok for musicians
The government may force real changes to TikTok at least a year from now. So, in the meantime, let’s debunk the belief that TikTok works only for some creators and consider how to prioritize building a sustainable career both on the platform and beyond.
by Chris Robley from the Reverbnation Blog
Many major-label artists understand the power of TikTok as a music-marketing tool. In fact, some major acts even sought creative workarounds to get tracks back onto TikTok after their music was removed.
In contrast, countless independent musicians seem to have the opposite problem. Their music IS easily available on TikTok, but there’s something else holding them back.
What’s preventing those artists from reaching new fans on TikTok? Is it skill issues? Lack of gear? Ideas that don’t translate into viral videos? Probably not, actually! Most of us know how to frame a shot, hold a smartphone, and capture something that belongs on social.
No, what holds so many musicians back is something (thankfully) that’s easy to solve. We just need to STOP believing the most damaging myth about TikTok.
What’s that big, bad myth?
It’s that TikTok prohibitively skews towards a particular age or demographic. That it isn’t for YOUR age-group, your interest-group, your country or region, etc.
Have you ever heard yourself say some version of:
“It’s only for kids.”
“It’s only for dance trends.”
“It’s only for comedy.”
“It’s only for pop music.”
If so, you’ve helped fuel this myth.
In short: You believe that TikTok isn’t for you.
The truth about TikTok for musicians
It’s not a myth, of course, that TikTok skews young. That part is true.
But here’s the thing: When you have a billion or more users on a platform that is designed to get the right content in front of the right audience, what does it matter if 60% of them are age 24 or younger? That still means you can reach 400million people who are OLDER than 24.
And you can run similar math for almost any demographic consideration. You CAN find your people on TikTok. Which is why you might hear the phrase “corner of TikTok.” As in, there are millions of users in a certain “corner” of the platform, interacting with niche content that still gains massive reach due to the overall size of TikTok’s userbase.
In other words,…
No music is too niche
No song is too strange. No artist is too old. No creator is too ANYTHING!
As long as the content is good.
Accordion hip-hop? Of course.
Sad indie-folk covers of dance songs? Indeed.
Electronic pop that only uses Casio keyboards? Yep.
Ancient Corsican acappella? Why not.
Humor and critique? Plenty of it.
Encouragement and wisdom? Absolutely.
Geography lessons via heavy metal? Hell yes.
Sea Shanties? Timeless.
Whether you’re 18 or 98, your music can reach, move, and change people. Not if you don’t get it in front of them though. And today, TikTok is arguably the most effective tool for music discovery. Which is why Taylor Swift’s music is back on the platform after UMG removed its catalog from TikTok.
So if you want to reach people, you probably SHOULD be active on a vertical video platform. If it isn’t TikTok, you should have a strategy for Reels or Shorts instead.
Why do we believe the myth that TikTok isn’t for us?
It’s convenient. Because if we believe that myth, we don’t have to try.
We don’t have to risk failing or being ignored. And I get it: It can be scary to put ourselves out there. Especially in a newer format (close-up, social, video) that differs dramatically from other settings where we might naturally thrive (on stage, in the studio, etc.)
But if we attach ourselves too closely to some critique of modern music consumption trends — “oh, TikTok is only for kids and stupid dance videos” — what we’re really doing is blocking our own ability to use those same exact tools to reach people who will fall in love with our music.
And isn’t that the point of everything we’re doing?
Distribute your music to TikTok today!
