How do you think TikTok has impacted music discovery and promotion?

TikTok has had a profound impact on music discovery and promotion, transforming how artists reach audiences and how songs become hits. Here's a breakdown of its influence:

### 1. **Virality and Trend Creation**
   - **Dance Challenges:** TikTok is known for its dance challenges and viral trends. Songs that become associated with popular challenges often experience a surge in streams and downloads. For instance, Lil Nas X's "Old Town Road" gained massive popularity due to its viral dance challenge.
   - **Hashtags and Trends:** Songs that align with trending hashtags or memes can gain visibility quickly, helping tracks reach a broader audience.

### 2. **Direct Audience Engagement**
   - **Artist-Fan Interaction:** TikTok allows artists to engage directly with their audience, share behind-the-scenes content, and build a personal connection with fans. This direct interaction helps in creating a loyal fan base.
   - **User-Generated Content:** Fans can create and share their own content using a song, which can amplify the track's reach. This user-generated content can act as organic promotion.

### 3. **Breaking New Artists**
   - **Emerging Talent:** TikTok has become a platform where emerging artists can gain significant exposure without traditional gatekeepers like record labels. Tracks by unknown artists can go viral and lead to record deals or mainstream success.
   - **Grassroots Success:** Many artists have leveraged TikTok to build a following from scratch, demonstrating that viral success is possible regardless of an artist's prior industry standing.

### 4. **Influencing Chart Performance**
   - **Streaming Boost:** Songs that gain traction on TikTok often see a boost in streaming numbers on platforms like Spotify and Apple Music. This increased streaming can impact charts and even lead to mainstream radio play.
   - **Billboard Impact:** Some songs have climbed the Billboard charts significantly due to their success on TikTok, illustrating the platform's role in shaping music industry trends.

### 5. **Marketing and Promotion Strategies**
   - **Targeted Campaigns:** Music marketing campaigns now often include strategies specifically designed for TikTok, such as collaborating with influencers or creating engaging content tailored for the platform.
   - **Algorithmic Discovery:** TikTok's algorithm helps surface new music to users based on their interests and interactions, allowing for personalized discovery and promotion.

### 6. **Shifting Music Industry Dynamics**
   - **Genre Popularity:** TikTok trends can shift the popularity of genres. For example, genres like pop-punk and lo-fi have seen resurgences thanks to TikTok trends.
   - **A&R and Scouting:** A&R (Artist and Repertoire) professionals are increasingly scouting TikTok for potential hit songs and emerging artists, reflecting the platform's influence on industry decisions.

In summary, TikTok has democratized music promotion and discovery, giving artists more opportunities to reach audiences and altering how music trends are established and propagated. Its role in the music industry continues to evolve, influencing both how songs go viral and how artists are discovered.