TikTok’s relationship with music is undergoing a transformation. Its platform has become a driving force for the discovery of electronic music, boasting a 70% growth in video creations featuring the genre year-over-year, according to a press release issued by the company.
Sub-genres like drum & bass, techno and trance have all seen notable increases in popularity. To capitalize on this momentum, TikTok has launched its global #ElectronicMusic hub coinciding with the recent Amsterdam Dance Event.
TikTok’s global community is not just consuming electronic music—they’re fueling its future. From remixing tracks to sharing clips from live sets, users are helping artists achieve rapid virality, like EDM.com Class of 2024 member Kenya Grace, whose track “Strangers” picked up steam on TikTok and has since garnered over 1 billion streams across services.
Serving as a launchpad for emerging talent and established icons alike, TikTok is amplifying the reach of electronic music artists across the globe. However, while the company is ramping up its efforts to promote music, it is simultaneously shutting down its native music streaming service, TikTok Music. The platform, which launched in 2019, aimed to compete with giants like Spotify and Apple Music but was available only in select regions like Brazil, Mexico and Australia prior to its closure.
TikTok, however, isn’t backing away from music entirely. Instead, they are doubling down on features like the “Add to Music App” function, allowing users to save songs from the platform directly to major streaming services. This strategic shift suggests that the company sees more value in bolstering its core strength, short-form video creation, rather than competing directly in the crowded streaming space.
