This is a blueprint we’ll see taking over the music industry.
This summer, it’s been hard to escape Kylie Minogue and her latest single “Padam Padam”—she hasn’t been this popular in two decades. The song charted at No. 8 in the U.K., No. 18 in the Digital Song Sales Chart in the U.S., became Minogue’s first song on the Billboard Dance/Electronic Songs Chart since it was founded a decade ago, and has amassed over 44 million streams on Spotify so far. It’s become an anthem in Pride parades across the world, and a politician in the U.K.
What she’s done so well with “Padam Padam”—something that many of her peers would do well to follow—is combine social media savvy with traditional marketing that will allow the song to reach not only potential new fans but also reinvigorate her classic fanbase. Minogue isn’t the only legacy artist to make the most of platforms like TikTok. Madonna has almost 4 million followers on there, for example. But even that figure is dwarfed by what dedicated TikTokers can boast. Khaby Lame has over 160 million followers, while Charli D’Amelio has over 150 million.
Record labels will look for “TikTokable” moments when they decide on songs to release, which can influence decisions around marketing, music videos, and even choreography. With individual tracks being available to listen to at any given moment, we aren’t listening to albums in full as much now and we have shorter attention spans, like Barber-Smith mentioned. With streaming sites and their focus on playlists, we can pick and choose songs at our leisure, and it’s in an artist’s best interests to make shorter, snappier, TikTok-friendly tracks.
One smaller act which has seen success on platforms like TikTok is Deco, an indie-pop four-piece from London. They boast almost 150,000 followers on the app, and a range of their ’80s-style covers of classic songs have gone viral.
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