Record companies, music marketers, musicians, and other Nigerian creators now channel their marketing budgets into TikTok, a short-form video social media network with over 1 billion monthly users, in an effort to attract a sizable fan base for their music.
It has grown into a crucial marketing tool for artists and record labels, acting as a platform for the spread of songs throughout the Nigerian market.
With the #duetchallenge and the viral success of Ladipoe’s song “Know You,” which received over 45 million views, digital strategists have a new avenue to explore in their quest to boost engagement.
With the help of a popular TikTok challenge, CKay’s “Love Nwantiti” was able to become a worldwide hit and has now received 15 billion views.
Simi followed suit, disclosing her pregnancy in the music video for “Duduke” and launching an expectant mother challenge that garnered millions of views.
The most recent ones, which are now trending on Tiktok with the dancing challenge grabbing people’s attention, are “Buga” by Kizz Daniel and “Little” by Tenientertainer.
Since customers search for these well-liked songs on streaming sites, TikTok has given rise to a surge of musicians wanting to promote their music through amusing challenges that generate streams.
TikTok has been dubbed the fastest-growing brand in the world, with an incredible 215 percent rise from $18.7 billion in 2021 to $59.0 billion in 2022, according to a brand finance research.
Six new foreign partners, including Sound AEYL Music, Squeak E. Clean Studios, Level Two Music, Butter Music Sound, Marmoset, and Jackleg, were unveiled with the recent introduction of the TikTok Marketing Partners Program.
These collaborators will advance the brand’s sound-on strategy by producing or acquiring popular songs, establishing a distinctive sound, and more.
“Record companies and musicians are increasingly using TikTok as a means to advertise their work. A music could unexpectedly rise to the top of the app, even if it has been out of favor for a while.
Influencers are paid by music marketers to promote a song, which generates a ton of user-generated material from fans. According to film/music director and production designer Perekeme Omoh, some musicians would plan exclusive listening sessions with Tikok influencers in an effort to boost the popularity of their most recent songs on the platform.
Due to its use of various strategies like influencer marketing, advertising, and the creation of naturally viral content, TikTok has emerged as one of the industry’s leading product and service boosters. Additionally, it has aided in developing and raising brand recognition.
Oyinda Olukanni, a music executive and the founder of Party Monkz Entertainment, asserts that TikTok is a platform that gained popularity throughout the pandemic and gradually transformed from being a platform into a full-fledged music marketing platform.
Both as a tool for music marketing and promotion and as a discovery and scouting app, TikTok is revolutionizing the music business. It is used in discovery to enable content creators to search for the song and make a video with it in order to become a viral sensation. It is used in marketing to create content with the catchy part of the song that will attract listeners. The Billboard 100 or Spotify Viral 50 frequently features songs that are popular on TikTok at the top of their lists, he continued.
Since then, young content producers have taken control of the app, abandoning popular video-sharing websites like YouTube and Instagram to become TikTok influencers, who currently command exorbitant prices in the music industry. Dance moves and amusing challenges appear daily from all over the social media platform, and this has turned into a significant source of cash for these young creators since music marketers pay them to promote the songs and encourage natural posts from followers.
One of the reasons people want to become content creators, according to influencer Ogheneovo French, is that TikTok has opened up a market for a different kind of income where content creators are paid by record labels or artists for simply making a dancing video or a skit with the song in order for it to go viral.