But social media hype doesn’t always equate to real world success. This growing phenomenon is clear to see: whenever a DJ lands on your ‘for you page’, it’s unlikely that they’ll have any fewer than tens of thousands of followers. Read this next: Kölsch: "I truly believe social media has saved electronic music" Not even a year later, she now has 2.3 million followers and 54.2 million likes to her name. Look no further than DJ Lilli, whose mashups enabled her to garner 100,000 followers and 2 million likes on the app within her first two weeks.
In the dance music sphere, the platform has provided a fresh tool for incredible growth for DJs.
Even tracks that are comparatively ancient to the app’s Gen Z-heavy audience can get significant sales boosts: when a 37-year-old man from Idaho filmed himself skateboarding and supping juice to the soundtrack of Fleetwood Mac’s ‘Dreams’, the viral clip caused the track to re-enter the Billboard Top 10 chart after earning 16.1 million streams in a week - more than 43 years after its release. A report in July showed 75% of the app’s users (recently surpassing 1 billion in number) say they discover new artists on the platform, a sizable number of artists breaking on the platform sign to majors, and labels are pouring marketing money into the platform and its influential user base. While TikTok’s prevalence has been undeniable over the last eighteen months for everyone, the popularity of the platform within the music industry has been especially noteable.
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