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# How TikTok is changing the music industry & giving artists more power than ever [MUST WATCH]
- URL: https://www.hypebot.com/how-tiktok-is-changing-the-music-industry-giving-artists-more-power-than-ever-must-watch/
- Published: 2022-06-07T15:15:00.000Z
- Updated: 2022-06-07T15:04:56.000Z
- Description: The unparalleled power of TikTik as a viral marketing machine is changing not just how music is marketed, but who gets signed to record deals and how modern record deals. Continue reading [https://www.hypebot.com/hypebot/2022/06/how-tiktok-is-changing-the-music-industry-giving-artists-more-power-tha
- Author: Bruce Houghton
- Tags: Indie Music, Major Labels, Music Marketing, Music Tech, Social Media, #wp, #wp-post, #Import 2026-01-21 09:48

The unparalleled power of TikTik as a viral marketing machine is changing not just how music is marketed, but who gets signed to record deals and how modern record deals are structured.

The teams at Vox and [The Pudding](https://www.youtube.com/redirect?event=video%5Fdescription&redir%5Ftoken=QUFFLUhqbDBKRkxWOUxIeENMLWZ0NnRLSjZSYXhpU3dnUXxBQ3Jtc0trSnYyTzVRQW1kQ2VWazhGNFpsXzVCSmRwdktJazJCSGl6NmtZb25meUl6U0w5U0tXVnowdHduV2VwXzdVRklIeFYxbmRiM3RLaW9EUFdkWVVfZEpoTWtld1BMNldDSUZScFBxQzgxd1dRMnNPY2hxTQ&q=https%3A%2F%2Fpudding.cool%2F&v=S1m-KgEpoow&ref=hypebot.com) dug deep into the data to learn how with a focus on the powerful influence that TikTok now has on Spotify plays and playlists.

### **“It turns out the app is completely revolutionizing the way record labels work and giving artists more leverage than ever.”**

Their process included dozens of custom data sets and conversations with hit songwriters and music industry executives to match data with real experiences.

After seven months of spreadsheets, data deep-dives, and interviews, they were able to track what happens to artists after they go viral – and how the music industry has been changed by TikTok.

**Bruce Houghton* is Founder and Editor of [Hypebot](https://www.hypebot.com/) and [MusicThinkTank](http://www.musicthinktank.com/?ref=hypebot.com) and serves as a Senior Advisor to [Bandsintown](https://www.bandsintown.com/?ref=hypebot.com) which acquired both publications in 2019\. He is the Founder and President of the[ Skyline Artists Agency](https://skylineonline.com/?ref=hypebot.com) and a professor for the [Berklee College Of Music](https://online.berklee.edu/courses/touring-101?ref=hypebot.com).*