TikTok and Spotify set musical trends, profoundly influencing the way we discover, consume and share music. Gone are the days when fans bought albums to listen to over and over again. Today, it's all a matter of a few clicks and a few seconds.
Spotify's high-performance algorithm and TikTok's fearsome virality are totally redefining what becomes popular. In this context, artists must constantly adapt, radically changing the music industry.
TikTok and Spotify make music trends: a radical transformation
Twenty years ago, music trends were dictated by radio, music channels like MTV and the specialist press. Today, TikTok and Spotify make music trends, imposing a fast, instantaneous model of music consumption.
On Spotify, editorial and algorithmically generated playlists determine the success of artists. Being featured in a popular playlist such as "RapCaviar" or "Today's Top Hits" can launch a career in a matter of days. Meanwhile, TikTok's viral challenges have propelled unknown songs into global phenomena. Titles such as Lil Nas X's "Old Town Road" or Doja Cat's "Say So" owe their dazzling success to virality on TikTok.
The numerical impact of this new trend
To understand just how much TikTok and Spotify are driving music trends, here are a few revealing figures:
| Indicators | Statistics |
|---|---|
| Musical discoveries via TikTok | 80% of users (source: TikTok France, 2022) |
| Income from streaming in 2022 | 17.5 billion USD |
| Revenues from physical formats in 2022 | 4.6 billion USD |
| Average duration of a current hit | 2 min 30 |
These data clearly show that consumer habits have changed radically, prompting artists to totally rethink their creative approach.
TikTok and Spotify drive music trends: a forced evolution for artists
Since TikTok and Spotify are the trendsetters in the music world, artists are forced to compose tracks that are adapted to these new platforms. From now on, every song must have a powerful hook within the first few seconds. Gone are the days of long musical introductions. Creators prefer short, effective formats, easily exploitable for challenges or short videos.
This new reality has two main consequences: on the one hand, the emergence of numerous young talents capable of mastering these viral formats, and on the other, growing pressure to produce musical content "optimized" for digital platforms.
The continuing rise of streaming and new strategies
IFPI, the international federation of the phonographic industry, has published industry figures for 2024, confirming that the global music market is doing very well, weighing in at around $30 billion. This continued growth is mainly driven by streaming, which now accounts for more than two-thirds of the sector's revenues. In the United States, for example, the number of paid subscriptions to music streaming platforms has reached 100 million.
Deezer is a perfect illustration of this positive trend: in 2024, the French platform broke even for the first time, and even aims to double its sales within the next two years. This performance is due in part to effective marketing strategies, including the organization of exclusive events and the creation of a premium customer experience to build subscriber loyalty.
A threat to musical creativity?
If TikTok and Spotify are making music trends, we can legitimately wonder about the long-term effects on creativity and artistic diversity. The constant pressure to produce instant hits could lead to a standardization of popular music, favoring songs formatted to go viral quickly.
However, this dynamic also allows for greater diversity: any musical genre can potentially become trendy overnight thanks to a popular video or a well-targeted algorithmic playlist. In this way, musical niches can achieve unexpected popularity and find their audience on a large scale.
Artificial intelligence and new challenges
What's more, artificial intelligence (AI) is now making inroads into music, with one in ten songs uploaded to Deezer every week being partially or totally generated by AI. Faced with this phenomenon, platforms are trying to put controls in place to avoid abuses such as artificial inflation of listening, and to preserve fair remuneration for artists. This new challenge is forcing the industry's giants to strike a balance between technological innovation, price competitiveness and the protection of human creativity.
What you need to remember
Ultimately, TikTok and Spotify are setting music trends by imposing their own rules, completely reshaping the musical landscape. This rapid evolution offers fascinating new perspectives, while posing significant new challenges for the music industry.
And you, do you think TikTok and Spotify are making music trends for better or worse? Share your opinions and experiences in the comments!