According to the platform there are more than 70 artists who were discovered at TikTok during 2020 and have signed contracts with major labels.
This would confirm the shift in musical discovery which has moved from focusing on YouTube and Spotify to TikTok where any type of content, not just music, goes viral globally.
The A&R of major labels seem to be following music trends via TikTok to find out what the audience wants to hear and what they would be willing to support musically.
This shows the need as an artist to be present at TikTok to make the most of new trends.
THE YEAR ON TIKTOK: MUSIC 2020
All this information comes from ‘The Year on TikTok’, a report in which the platform reviews its trajectory in terms of content created in 2020 in America. In its musical version, these are the headlines:
More than 176 different songs surpassed one billion views
About 90 songs that were discovered on the platform in 2020 climbed to the top 100 of the most played songs in the United States, 15 of them reached number 1 on a Billboard chart.
The most played genres (in the United States) have been Rap/Hip-Hop, Pop, electronic music and R’n’B/Soul, leaving Latin music in a much lower position than we are used to. However, TikTok highlights Latin music as one of the fastest growing genres on the platform.
Here is the list of emerging artists with Latin representation:
They have also shared the list of the most viral songs on the platform: