TikTok's relationship with music is undergoing a transformation. Its platform has become an engine for the discovery of electronic music, with a 70% year-on-year growth in video creations related to the genre, according to a press release issued by the company.
Subgenres such as drum & bass, techno and trance have seen a notable increase in popularity. To build on this momentum, TikTok launched its global #ElectronicMusic hub to coincide with the recent Amsterdam Dance Event.
TikTok's global community isn't just consuming electronic music — it's powering its future. From remixing tracks to sharing clips from live sets, users are helping artists achieve rapid virality, like Kenya Grace, a member of EDM.com's Class of 2024, whose track “Strangers” gained traction on TikTok and has since has garnered over a billion views across all services.
Serving as a launching pad for both emerging talents and established icons, TikTok is amplifying the reach of electronic music artists around the world. However, as the company steps up its efforts to promote music, it is simultaneously shutting down its native music streaming service, TikTok Music. The platform, which launched in 2019, was intended to compete with giants like Spotify and Apple Music, but before its closure it was only available in select regions such as Brazil, Mexico and Australia.
TikTok, however, is not completely moving away from music. Instead, they're doubling down on features like the “Add to Music App” feature, which allows users to save songs from the platform directly to major streaming services. This strategic shift suggests that the company sees more value in strengthening its strength, creating short-form videos, rather than competing directly in the crowded streaming space.
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