In the world of TikTok, all it takes is one viral 15-second sound to launch a song to global stardom overnight. But, with the short attention span of Gen Z consumers only getting worse, this notoriety does not last for long.
The TikTok short video format, with its 15-second song clips, has undoubtedly transformed the way music is consumed and discovered. On the surface, this seems like a great opportunity for emerging artists to gain quick exposure, but in the long run, it can pose significant challenges. Artists who rise to fame through TikTok are often labeled as “TikTok artists,” a stigma that prevents them from being taken seriously as legitimate musicians, ultimately contributing to the end of their “15 seconds” of fame.
Regardless of the rather quick falloff that most TikTok artists experience, this era of internet consumption has led to many artists changing the way they create music. “We’re seeing a lot of artists creating for the wrong reasons. Instead of caring about the art of music, they’re just trying to get something to blow up,” said senior and music enthusiast Zev Friedberg.
This strategy, which has become prominent in the music industry, has led to a major decrease in the quality of music, especially in albums. Instead of trying to make a cohesive body of work that seamlessly flows as one, albums have turned into long, redundant, and chorus-heavy compilations. From an artist’s perspective, senior Jacob Akalou (Also known as Jay Screw), feels that what it means to create music has lost its true meaning to the world. “I feel like the industry has become very oversaturated with artists who don’t have any actual passion for music. They just want the lifestyle that comes with being a famous artist.” Newer artists seem to care more about perfecting their image rather than perfecting their sound. Many of them chase trends in hopes of riding other people’s waves to their own success. As soon as one trend fades, they quickly shift to the next, constantly pursuing fame instead of creating something meaningful.
Many artists who blow up on TikTok are forgotten within just a few months of their rising popularity, without people even turning a head. In the fast-paced world of TikTok, where trends come and go, artists who lack genuine passion for music are quickly forgotten. Because of TikTok’s format, people could know every single word to your songs without knowing who you even are. As the platform continues to shape the industry, it remains to be seen whether the focus will shift back to meaningful artistry or stay trapped in the chase for fame.
