Major social media platform, TikTok, is constantly expanding and growing, affecting a plethora of media. As the app is based on sounds, the music industry has taken on a new form of expansion that I believe is hurting the industry. 

According to Forbes magazine, the app is now surpassing Google and other mainstream apps in internet traffic. With this amount of traction and the majority of the app being based around music clips, the influence the app has on the music industry is astronomical. 

Sound bites as short as 10 seconds up to two minutes can be found on every corner of the app. While these bites rapidly bring songs to the charts once they go viral on TikTok, it creates the atmosphere of producing “TikTok viral” songs.

“It’s true all record labels ask for are TikToks and I got told off today for not making enough effort,” said Artist FKA Twigs on TikTok. 

Music production should be based on the creativity and authenticity of the artist, and allow for innovation for new realms of music. If every artist and label is focused on making TikTok viral hits, how could we ever escape the grip of songs with one catchy 15- or 30-second sound bite? 

Artists Ed Sheeran, Alison Wonderland, Charli XCX and Halsey are some of the other artists who have also shown their disdain for the influence TikTok has had on the industry. With more and more artists speaking up about the hold TikTok has on the industry, it’s prevalent as to why TikTok is hurting the music industry.

Artists should have the space to create freely without the restriction of a mainstream app dictating the power and quality of their music. To a lot of artists, it isn’t about making hits and staying in the charts, while that is a plus. 

While I’m sure there are artists who only care about making it big and producing hits, there are artists who want to use their talent to convey emotion, inspire listeners, and see just how ingenious they can be.

In a world consumed by media, it’s important for the media to serve as a tool, not a constraint. I feel like TikTok could provide the perfect place for artists to expand their creativity and bring a wider following to these artists, rather than creating short hits that people only listen to for a week before the next one.