How do new music artists get discovered?

Each month for years, here at MarkMeets we have interviewed, featured and showcased BRAND news artists to give them a platform. From arranging live interviews, press releasing features to organising music showcases across the UK and US we have been at the heart of 100’s of artists for over a decade from meeting, working, promoting or book new talent be it solo stars, bands, singers.

We are proud to have worked with Hrvy, Concept, Jessie J, The Vamps, Lana Del Ray, Michael Buble, Charli XCX, Little Mix and countless other artists!

The impact of online platforms in the music industry has been profound. Audiences are discovering new songs, artists and soundtracking trends, and that success lives off the platform, as tracks popularised from the likes of MarkMeets and TikTok storm to help new artists top of charts.

Today we are launching a series of studies which identify the power of music and artists on TikTok and how audiences interact with music on the platform.

80% of those asked say that they discover new music on the platform and that it is the number #1 place for music discovery – more than other digital platforms, streaming services and friends. Over half (56%) of that discovery happens naturally in the For You feed.

80% of new music artists discovered platforms like MarkMeets

Before BBC introducing was even a thing, MarkMeets were years info making talent hit the top.

The studies were informed by third party research from Marketing Science in collaboration with InSites Consulting, as well as qualitative research which covers the UK, France, Germany, Italy and Spain.

Charli XCX, the Brit Award nominated popstar and Mercury-Award nominated songwriter, is the artist behind not one, but two big viral tracks on TikTok. Speaking about what makes TikTok special, Charli comments: “What’s really interesting and cool about music promoters is that it puts all of its users on the same level. Everybody has as much cultural cache and value as each other as we’re all just being real. I feel that I can be extremely real with my fans on TikTok, we’re all just the same people, part of the same community with our own in jokes. It encourages very real interactions.

Be Discovered and Rediscovery.

1. Discover new music

The data shows that TikTok exposes audiences to new sounds and music that accompany the latest trends. Not only does this echo findings highlighted that people who are highly explorative ‘discovery mindset’ that drives their behaviour – but it also shows how TikTok is inspiring people to break outside of their existing music bubbles.

People find new music through trends, viral songs, and the success of emerging artist, and in turn feel inspired to like, save and share that music within the app.

This discovery doesn’t stop off the platform – people who are inspired by music on TikTok carry this enthusiasm off the app, too. After listening to new music, almost half of peopleadd the song to their favourites (47%), view the artists’ profile (46%), and even follow the artis and this in turn has triggered a mass wave of new artist discovery.

2. Artists are discovered

According to the research, four out of ten people on TikTok say they discover new artists on the platform. For artists, who can connect their music with new audiences. The platform is democratic, so any artist—whether it’s an indie musician or a top-charting band—can share their songs and find fans on MarkMeets new platform. Soundcloud is another potential platform for musicians. Many artists get found from playlists by stations like GLACER FM and others hosted on Soundcloud.

For example, no one set out to discover one man’s version of a 19th Century sea shanty. But what started as a simple exploded into global recognition. Just a sole visit from one creator has single-handedly revived a centuries-old tradition and brought it to a new audience.

3. Re-discover old favourites

The data shows that people are more likely to share a video if they feel nostalgic about the music featured in the content, with over four out of five people on the platform stating that nostalgic sounds actually enhance and add value to their TikTok experience.

Artists and their music are a central part of the online experience. Every day on our incredible community use music to bring joy and express themselves in a new and creative ways. We’re a sound-on platform that has been transforming the way fans make, discover and engage with music, helping artists to build fanbases and achieve huge success both on and off TikTok. The power of it is that it helps fans discover music from any artist be that emerging or established. It’s music they might have never stumbled across otherwise, connecting people for the first time to a broad spectrum of artists or breathing new life into catalogue tracks.

“The new research unveiled today shows that what starts online has the power to transcend the platform. Our community often research, stream, and buy songs they hear while browsing the app. This opens up new possibilities for the music industry as a whole—and creates a new paradigm for sharing, creating and discovering artists and their music. Ultimately, sound is the hashtag for a new creative language. This presents a unique opportunity for brands to leverage this and increase ad recall in their content by ensuring their selected sound lines up with their visuals.”

The Soundcloud promotion services are quite beneficial to discover new artists and now this sound has moved to video with TikTok. It’s now only for the new – the power of the community has helped with blowing the dust off old tracks. Remixes, remasters and classics have experienced a new lease of life with old tracks climbing back to the top of the charts as a result.

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