“What’s happening on TikTok is much bigger in scale. “So you’re telling me to spend 150 or 200 grand a month to get a maximum of 23 to 25 million monthly listeners?” the exec scoffed. Terrestrial radio still creates hits, said another seasoned executive who spoke on the condition of anonymity, pointing to Lewis Capaldi’s 2019 piano ballad “ Someone You Loved.” But radio’s highly coveted Gen Z/millennial audience is smaller than TikTok’s, and the old-fashioned platform moves more slowly “Someone You Loved” took 24 weeks to top the Hot 100, compared with 10 for “Savage.” And once the users were there, TikTok quickly became the most important promotional game in town. “But the massive onboarding happened during quarantine,” Joshua said. 1 in January with his endlessly TikTok’d “ The Box.” In 2019, less than a year after it was introduced as a rebranded form of the popular lip-sync app Musical.ly, TikTok propelled Lil Nas X’s “Old Town Road” to a record-setting run atop Billboard’s Hot 100 Ricch followed him up the chart, reaching No. She was referring to the COVID-19 pandemic, which isn’t to say that TikTok wasn’t a big deal before widespread stay-at-home orders parked countless teenagers in front of their phones beginning in March. How did TikTok, which faces fresh competition from newcomers Triller and Instagram Reels, arrive at its powerful position? “It’s a combination of product and timing,” said Celine Joshua, an executive vice president who works in artist development and digital strategy at the world’s largest record company, Universal Music Group.
With artist-friendly Bandcamp Fridays and initiatives that benefit progressive causes, the online music platform has become beloved beyond its indie roots. Music The anti-Spotify: How online music company Bandcamp became the toast of the COVID age
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