Many of this year's Grammy nominees rose in popularity due to TikTok influencers using their songs for viral videos.
LOS ANGELES, USA – Grammy-nominated breakup song “abcdefu” is the latest viral sensation to translate popularity on TikTok into chart-topping success and music industry acclaim.
As deals with the major music companies expire, the labels are looking to receive some of TikTok’s ad revenue, according to Tatiana Cirisano, music industry analyst for Midia Research. EMarketer estimates TikTok will collect $14 billion from advertisers this year. TikTok said the move was a limited test, one of many it regularly runs to gather information about users’ behavior and improve their experience.
Miguest, who has worked on behalf of Long, Curtis Waters and a collaboration between Lizzo and Cardi B, said TikTok works for musicians because users take part in the promotion. For Gayle, the momentum “abcdefu” received on the app carried over to Spotify, which logged nearly 903.6 million streams of the song.
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