With agency marketing on TikTok outpacing traditional channels, US music labels are increasingly viewing TikTok as the platform of introduction for new music. The potential to go viral overnight, monitor real-time activity, and leverage in-app promotion tools has taken the platform from fad to marketing imperative. In contrast to radio as a static, antiquating medium, TikTok provides explosive means of music discovery and monetization.
The Decline of Traditional Radio
Radio once dominated how audiences discovered new music. But that time is fading fast.AM/FM radio listening among the 13–34-year-old population fell over 50% in the past decade, according to Edison Research.
Nielsen reports show that Gen Z spends more time on TikTok than on all linear media combined, such as TV and radio.
Radio is not real-time or viral like TikTok. Program directors and DJs control what they play—typically weeks after a song has been released. TikTok, on the other hand, allows you to upload a sound in the moment, create a meme, or play a challenge that can get a song on the Billboard charts within a weekend.
TikTok's Viral Edge
TikTok is not another social network—it's an interactive soundboard.Sound bites, in 15 to 60-second loops, are perfect hooks for virality. They are remixed, lip-synced, and looped.
The "For You" page (FYP) is an auto-optimized radio station that feeds users content in the guise of engagement—not playlists.
Furthermore, real-time audience response allows labels to gauge potential hits before a song's complete release. A TikTok advertising agency can see how users interact with a sound—tracking likes, saves, and reposts—to adjust a campaign in days, not months.
Case Studies: Labels Betting on TikTok
1. Lil Nas X – "Old Town Road"
This break-out single was first a TikTok meme before it became a Billboard Hot 100 hit. Columbia Records took it up after it had been a viral hit on the app, and later a remix with Billy Ray Cyrus further propelled it. The song was Billboard's longest-running No.1 single.2. Doja Cat – "Say So"
With the aid of viral dance challenges and influencer-led campaigns, the song turned out to be one of the most streamed tracks of 2020. RCA Records employed a marketing agency TikTok tactic to further drive its visibility through influencer-curated content.3. Steve Lacy – "Bad Habit"
This sleeper hit took over TikTok in 2022 with more than 500,000 user-uploaded videos, becoming a best-streamed song on Spotify, without ever getting huge radio rotation.Record labels are increasingly bypassing traditional PR and using TikTok marketing tactics such as paid influencer partnerships and organic seeding within niche communities.
Ad Spend Shift to TikTok
The financial environment of selling music is shifting very rapidly.In 2023, the labels spent 3x more on TikTok than they did on radio advertising, Music Business Worldwide reports.
A TikTok ad agency provides real ROI with specialty fanbases and conversion rates that radio just can't provide.
Existing campaigns tend to start on TikTok with teaser video content, influencer activations, and sponsored ad formats—like TopView or In-Feed Ads. Those formats are yielding up to 6x higher click-through rates than traditional radio campaigns.
Through collaboration with a TikTok ad agency, music labels can develop campaigns that merge brand narrative with data-driven insights, maximizing every dollar.
Collaborative Features Driving Promotion
TikTok's native features make it more than a content platform—it's a platform for outright business promotion.Duets enable viewers to sing along side singers, making passive viewers active ones.
Challenges and trends propel virality, most often spearheaded by producers with only a handful of thousands of followers.
Live sessions are mini-concerts and album teasers, complete with tipping and merchandise links through TikTok Shop.
For brands that are spending on TikTok brand advertising, these features are goldmines. They not only create visibility but also convert fans into marketers who spread content without any additional cost.
???? Innovative Concepts for Music Labels:
Partner with a TikTok business promotion company to organize remix contests or dance challenges with incentives.Spark organic behind-the-scenes or studio session videos with the Promote feature on TikTok.
Partner with niche-genre micro-influencers to plant seeds and create community-driven buzz.
Sell limited-edition merchandise drops that coincide with best singles using TikTok Shop.
Ready to Turn TikTok Into Your Music Marketing Powerhouse?