Artists Nailing TikTok

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In this week’s edition:

• Spotify‘s AI DJ to start back-announcing songs.

• Youtube's custom radio stations. 

• Instagram's one-to-many messaging.

Artists Nailing TikTok

We often see artists struggling to find their voice on TikTok. Some are unsure how often they should post, and what content should make the cut. Many are reluctant to even start, assuming they have to adopt a cheesy dance, or follow an out-of-character trend to find success on the platform. So we’ve put together a list of our favourite TikTok accounts, in hopes of sparking some inspiration.

Maggie Rogers

First up is Maggie Rogers whose TikTok features a wonderful blend of promo material, live footage and casual videos. A scroll through Roger’s account reminds us that authentic content should never be overlooked. By sharing a mix of self-filmed content and professional tour videos, Rogers has found a TikTok sweet spot, where high quality, professionally-captured content is used to advertise her music, and more personal messages are used to connect with her fans.

Wet Leg

Wet Leg's TikTok serves as a fantastic resource to get to know the band. Whether you're keen to get a taste of their live shows, see their latest interviews, or just get to know their humour, their profile has it all. Their profile is a perfect example of how to maintain unique charm as an indie act, while utilising TikTok's capabilities for sharing your music and your story. 

Charli XCX

Charli XCX's TikTok proves that she’s up to date when it comes to internet trends. By utilising trending audios and formats, Charli keeps her TikTok relevant and interesting for her fans. Importantly, Charli is clearly selective about the trends she participates in, so her content consistently aligns with her artist brand. Scattered amongst these trendy videos, you’ll also find some day in the life content, and product placements.

Flume

Flume recently took to TikTok to promote his ‘Things Don’t Always Go The Way You Plan’ album and ‘Slugger 1.4 [2014 Eport.WAV]’ single. These drops are made up of unreleased music from 2012 to 2021 that Flume found on his old laptops. Before they were released, Flume shared 6 TikToks which briefly showed the producer going through his laptops and unveiling just a snippet of the unreleased tracks. It was an exciting way to share a glimpse of the soon-to-be released music.

When he’s not teasing releases on the platform, Flume’s sharing the quirky content that fans know and love him for. Remember last week, when we discussed how quirky musicians are in? Flume is another fantastic example of this.

Our best advice to artists on TikTok is to figure out what speaks to your audience, and what feels authentic to you and your brand. There's some common misconceptions about the app, that can put musicians off investing in it properly. In reality, the platform can be utilised as a marketing tool, for all kinds of artists and content. 

In Other News

Instagram's Meta Channels are new broadcast channels, that give creators the opportunity to share one-to-many messages with their followers. Creators can invite all of their followers into their channels and share text, video and photo updates. We expect to see plenty of artists utilising this new tool to reach their fans directly, and with ease. 

Spotify and OpenAI have partnered up to deliver DJ. The DSP describes DJ as "a personalised AI guide that knows you and your music taste so well that it can choose what to play for you" and will be used essentially to back-announce songs with “culturally relevant, accurate pieces of commentary". Spotify promises DJ will have a "stunningly realistic voice". It was modelled after Spotify's own Xavier “X” Jernigan, one of the hosts of 'The Morning Show'.

Cardi B and Offset are the latest artists to join McDonald's Famous Orders campaign. The pair's meal for two was launched on Valentines day and features their favourite Maccas items. It even comes with its own merch line. 

YouTube is allowing users to create custom radio stations in YouTube Music. Users will be able to chose up to 30 artists for their stations. They can then choose to listen to those 30 artists alone, or shake it up with a blend of music inspired by their selection.

TikTok creators can now reach Mercedes drivers in their cars. Don't worry, they have to be parked to use the app. The 2023 Mercedes-Benz E Class will also give drivers access to Zoom, Citrix and even Angry Birds, thanks to its infotainment system. 

Deezer and Sonos' new partnership will see the DSP power Sonos Radio globally. Deezer is set to bring its catalogue of 90 million songs, metadata, licensing reporting and royalty management, business intelligent and data to the table. 

Fast Facts

👉 Taylor Swift's recorded music generated more money globally than any other artist in 2022. She recently received IFPI's Recording Artist of the Year award. 

Chart

Wet Leg audience growth on TikTok since launching.

ICYMI

Catch up on our recent stories:

• Funny Business: Marketing Artists' Funny Sides

• How an Artist Dropped by Sony Made $250K Selling NFTs

• Great Ideas for Marketing Your Next Support Gig

Written by Olivia GlikuPromoed is published by Habit Music Pty Ltd.

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