With over 300 million monthly active users, TikTok is a social media platform that has the potential to reach a massive audience. As the TikTok algorithm becomes increasingly refined, more artists are gaining success with video creation on social platforms.
And while most of these artists go viral organically, some labels and artist teams have started manufacturing viral moments to up the buzz surrounding a release or project.
@halsey on TikTok
On the 22nd of May, American singer Halsey posted a TikTok claiming her record label would not allow her to release a song unless they can “fake a viral moment on TikTok.”
TikTok has become a lucrative space for collaborations amongst labels and artist teams to further up their buzz ahead of a release. The platform is particularly popular with young audiences, so it makes sense that labels would capitalize on their connections with their listeners to help get their songs into the hands of new fans on TikTok, which has since become one of the most powerful social media platforms in the world.
“Everything is marketing and they are doing this to every artist these days. I just want to release music,” said Halsey on her TikTok.
In Halsey’s case, though, she already has such a large fan following that a “viral TikTok” makes no sense. Halsey is a singer and songwriter noted for her emotive lyrics and distinctive musical style. She is one of music’s most exciting young talents. Her magnetic charisma and sincerity have won her a rabid and dedicated following, who are as enthralled by her as she is by them. Getting recognition for her music shouldn’t be a problem.
Do you think Halsey deserves to release her music when she wants to?