Christmas is coming, and TikTok looks increasingly likely to make it through the festive season without being sold or shut down in the US. And yes, we know that writing that sentence all but guarantees one of those two things will happen three minutes after Music Ally shuts down for Christmas…
But 2020 has been about more than just regulatory battles for TikTok: it’s also been the year when its partnerships with artists and the music industry have stepped up a notch. Its ‘Year on TikTok: Music 2020‘ review emphasises the progress, and some of the stats showing it.
“Over 176 different songs surpassed 1 billion video views as TikTok sounds,” is one of them, adding that the top 10 songs alone saw more than 60bn views from 125m videos posted by TikTok users. The company added that 15 tracks that trended on TikTok this year also topped the Billboard chart in the US.
It also makes the case for TikTok as the music industry’s freshest A&R pool. “Just in the past year over 70 artists that have broken on the platform have received major label deals, including Claire Rosinkranz, Dixie D’Amelio, Powfu, Priscilla Block and Tai Verdes, and dozens more have charted on Rolling Stone’s Breakthrough 25,” reported the company.
Labels scrambling to sign up TikTok stars may or may not be a trend you celebrate – we’re still haunted by the memory of having to watch the video for a penis-focused diss track by one TikTok star that, despite being objectively terrible, led to a major label partnership – but the interest from the industry is no joke.
There is more to read in TikTok’s review though: data from the US on the top songs (number one: Drake’s ‘Toosie Slide’, which reached 1bn views in three days); top artists (headed by Megan Thee Stallion); top livestreams (The Weeknd’s 2m viewers tops that list); and top tail-twerking ducks (a list of one, we grant you, but an excellent one.)