Have you ever stopped to think about how the way we consume music has changed over the years?! Not only did consumption change, but also dissemination strategies, which took a new direction never imagined in the past. Not to mention the ways to measure the success of a song and what makes it a hit on the charts.

Old days x Current 

Anyone who is a little older - like me - must remember the deliveries of gold, platinum and diamond records to artists who broke CD sales records. But, since the arrival of music streaming, the way of counting and rewarding artists started to be counted in the number of times it was listened to on the apps.

Streaming has made life much easier for music consumers, whereas before it was necessary to reserve space on the shelf for the CD player and several CDs, now it is possible to combine several discographies in the applications' memory with just one click. For artists, the change brought a need for complete insertion in the digital world, just having a profile on the main streaming services is no longer the only mission. In an increasingly competitive market, each artist needs to make the algorithm work in their favor so that their music is delivered to more and more people. 

That's where TikTok comes in

The application that won the world over with its short videos, challenges and dances became popular with artists and marketers in the music world. Even at the beginning of the application, it was already possible to see the strength it would have in the dissemination of music. After all, who hasn’t heard “Tiktok music” on the radio or on a playlist and a little dance automatically pops into their head?

Today the power that the application has to make a hit song becomes even clearer. A good example is the #WAPChallenge that went viral on the social network and caused singer Cardi B to exponentially increase the number of followers on Spotify. It has become increasingly common to see comments like “who came up with this song on TikTok?” and not even bands with an established career are willing to stay out of this. 

Radiohead, a band born in the 1980s, made its debut on the app with a video that simulates an old broadcast starting with the question “What do you want me to say?”. Today, almost a month after the first production, the British band has seven more videos that make fans anxiously wait for new musical news. 

Another band that already understood the strength of the viral social network was, also British, Coldplay. Led by Chris Martin, it already has several videos on its profile. The first publication was in November 2019, so they can even claim that they arrived online when everything was still just grass. Jokes aside, the point here is: the band already saw potential in the neighboring app and this month began promoting the new era exclusively on TikTok. 

A video posted on 05/02/21 already has more than a million views. Which means in practice a huge number of people who are already super engaged with the release of the single Higher Power .

And as we are great lovers and enthusiasts of music, creativity and arts here, we made a playlist filled with songs that have played a lot around the world! Tell us which of these hits hasn't left your favorites in the last few days 🤩🎶