TikTok, TikTok, TikTok… Scouting in the New Age of Social Media.
TikTok has quickly become one of the most popular social media platforms on the planet, and with good reason. The app has created a space for undiscovered talent to showcase their skills, leading to the discovery of viral sensations and breakout stars. For independent labels, TikTok scouting presents a unique opportunity to find new artists and build a successful roster. In the ever changing landscape of social media, make the most of what is certain now – TikToks ability to make a star!
The first step is to get an idea of what type of music is resonating with TikTok’s audience. You don’t want to jump on an artist that is only blowing up because of one fad that will pass in a week, keeping track of TikToks landscape will give you the best idea of which artists will find repeatable success.
Another way to find talent on TikTok is through hashtags. Search for popular hashtags related to your genre and see which videos are getting the most views and engagement. You can also create your own hashtag to make it easier for artists to understand your label. Encouraging your artists to use it when posting their content will showcase your labels talents to potential future signings.
TikToks Scouting Pros & Cons –
One of the biggest advantages of scouting for artists on TikTok is the app’s algorithm. It’s designed to promote content that is engaging and resonates with users, leading to the potential for an artist to become a breakout star overnight. You can use this to your advantage and grow your labels social reach, growing your labels recognisability and, therefore, signing power. Additionally, TikTok provides a unique opportunity to see an artist’s personality and creativity through their videos, giving you a better understanding of their potential as a performer and their work ethic.
However, while an artist’s videos may go viral, that doesn’t necessarily translate to success in the music industry. An artist can see mind blowing engagement on TikTok without having any music out on streaming platforms, every artist you sign is going to take a certain level of faith in their ability to go onto success, but try and get the best picture of their social and streaming performance as possible. Additionally, the app’s algorithm is constantly changing, so what works today may not work tomorrow – keep up to date to make sure your scouting process is as streamlined as possible. A successful scouting game plan on TikTok one week can be out of date the next, be sure that nothing is slipping under your radar!
Finally, TikTok is a crowded space, and it can be difficult to stand out among the sea of content creators. Make sure your label’s TikTok page is well representative of how you want to present your brand, especially if you are reaching out to artists on the site. Put time into making regular content to grow your page, it’ll make your label feel far more professional to prospective artists.
TikTok Scouting in the Real World –
TikTok has become a breeding ground for breakout stars, and independent labels have taken notice. One of the earliest and most notable examples is rapper Lil Nas X, whose hit song “Old Town Road” went viral on the app and eventually landed him a record deal with Columbia Records. Another more recent example is singer-songwriter Benee, who was discovered on TikTok and has since signed with Republic Records, boasting over 6 million monthly listeners on Spotify.
Increasingly, labels are enabling their artists to convert success on TikTok into big stream growth. With the right scouting process and A&R plan, you can get in on your share of the plethora of emerging talent that TikTok has to offer!
If you’ve found this relevant and helpful, visit Instrumental to see how we can help you further grow your label!
