Is TikTok Still Running the Music Industry?

The TikTok logo takes up the phone screen. (Photo Credits: Flickr/Nordskov Media)

The modern music industry no longer begins in a studio, it begins on TikTok. For many artists, success is no longer defined solely by talent, but by whether a song can go viral in under 30 seconds.

Over the past few years, TikTok has become one of the most powerful tools for music discovery. Songs can go from completely unknown to chart-topping within days, driven by trends, dances, and user-generated content. For emerging artists, this has opened doors that once seemed impossible to access without major-label support. A single viral moment can bring streams, followers, and industry attention almost instantly.

Artists like Malcolm Todd show how powerful this pipeline can be. His music gained traction through TikTok, where snippets of his songs circulated widely and helped build a dedicated audience. A classic example of an artist who successfully did this is Malcolm Todd. His song “Roommates” went viral on TikTok. He would constantly spam a 15-second snippet of the song to tease it, then strategically leverage its virality by building a brand, riding the wave by putting out projects, interacting with fans, and staying consistent. Many artists fail to build a career out of virality because once they have a viral song, they stop there.

Moments like these show how the platform can accelerate exposure in ways that old-school and traditional promotion often cannot.

This shift has also changed how music is created. Artists are now typically thinking about how their songs will perform on TikTok while they are still in the studio, the instant-gratification factor, rather than taking people on a musical journey. There is growing pressure to create music that is easily “clip-able,” short, catchy, and immediately engaging. In some cases, the most important part of a song is no longer the full listening experience but the 15- to 30-second segment that can circulate online.

Is Virality beginning to replace artistry? 

While TikTok can launch careers, it does not always sustain them. Many viral hits struggle to translate into long-term success, leaving artists to chase trends rather than develop a consistent sound or identity. The platform rewards speed, frequency, and adaptability, which can make it difficult for artists to slow down and create more intentional and fully developed work.

At the same time, TikTok has changed how audiences engage with music. Listeners are no longer just consuming songs, they are interacting with them, remixing them, and reshaping how they are experienced. This level of participation has made music feel more accessible, but it has also shortened attention spans and shifted focus away from full projects like albums.

Still, TikTok’s influence cannot be ignored. It has democratized exposure in a way the industry has never seen before, giving independent artists a real chance to be heard. However, that access comes with new expectations and pressures that continue to redefine what success looks like.

For now, if a song doesn’t trend, it risks being overlooked. The real question is how long the industry can rely on virality before something deeper is lost.

Dylan Stinette, lead singer from the band DEBT, stated, “I don’t focus on TikTok virality; I care more about the process than quick results. I’m in it for the long run and the love of creating, because overthinking perception takes away from my authenticity.”