Members of the music industry have noticed Carly's popularity and contacted her. When she's making a playlist she tries to capture a certain mood she's feeling or the mood of a song that she loves. There is a gatekeeper culture around indie music and that's something that I've wanted to work against especially being a woman kind of in the music industry now," said Carly.Ĭarly wants her TikTok to be an accessible and exciting place for girls to discover new music free from judgement. "One of my goals.as a music blogger.is to make indie music more accessible and not as pretentious. She spends about four hours on weekends making TikTok videos. She is constantly listening to music and curating her playlists while studying ,and sets aside a few hours a couple times a week to focus on playlist organization. Now she over three million likes accumulated across videos. That's about when I reached 25,000 followers on TikTok," said Carly. "Around April or March I got home from school and started posting a lot more because I had so much free time. Ĭarly started posting about her Spotify playlists on her TikTok in January of 2020. The three Spotify influencers Mashable spoke to all agree connecting with artists has been the best part of their growing popularity, but they have varying motivations and goals on TikTok. The types of TikToks posted by music TikTokkers like Carly vary in style and taste, but include playlists for a certain mood or vibe, and new music roundups. Most of the music she features on her playlists is indie, alternative, or folk. "A lot of artists will reach out to me on my Instagram and ask me to listen to their music or ask to submit songs to my playlists," said Carly, a 21-year-old student from the Indianapolis area who has over 65,000 followers on her TikTok Spotify is equally as popular with over 65,000 followers. They are also an avenue for smaller artists to gain traction. With the overwhelming amount of music available on music streaming platforms like Spotify, these TikTokkers offer an easy way to discover new music, through playlists curated by real people. Additionally, songs that go viral on TikTok like "Old Town Road"by Lil Nas X tend to chart on Billboard and Spotify's Viral 50.
TikTok has made a huge impact on the music industry by becoming the new place for record labels to scout for talent, especially during COVID when the usual avenues of talent discovery were closed. These users have thousands of followers on both TikTok and Spotify, and the music industry is taking notice of their influence. Some TikTokkers have gained popularity from sharing their musical tastes in videos based around their unique or relatable Spotify playlists. The new iteration of music bloggers is TikTokkers with wildly popular Spotify playlists.
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