Social Media – Breaking New Artists and Shaping Trends

Social media has become one of the most powerful tools for discovering new music in the recent digital age, and platforms like TikTok and Instagram are at the forefront of this revolution.
These platforms are not only giving new and independent artists the opportunity to reach global audiences, but they are also driving music trends and shaping the way people consume and interact with music.
From viral dance challenges to short-form video content, social media is playing a pivotal role in launching the careers of emerging artists, helping them bypass traditional music industry gatekeepers and connect directly with fans.
As a result, TikTok and Instagram have transformed from mere platforms for entertainment into major players in the music industry.
TikTok: The New Music Discovery Hub TikTok has emerged as one of the most influential platforms for music discovery in recent years. The app’s short-form video format, combined with its powerful algorithm, has allowed countless songs to go viral, catapulting new and unknown artists to stardom overnight.
The beauty of TikTok is its ability to amplify a track or artist organically—users can create videos featuring a song, leading to thousands of others doing the same, creating a viral trend in the process.
TikTok’s For You Page (FYP) is the primary driver of music discovery on the platform. As users scroll through the FYP, they are exposed to a mix of trending sounds, original music, and remixes, often accompanied by viral challenges, dance routines, or unique storytelling.
Once a track gains traction on TikTok, it can quickly explode in popularity across social media and music streaming platforms, leading to millions of streams.
Artists like Lil Nas X and Doja Cat are prime examples of how TikTok has been instrumental in shaping their careers. Lil Nas X’s breakthrough hit “Old Town Road” became a viral sensation on TikTok before it topped global music charts, while Doja Cat’s “Say So” gained widespread attention thanks to a viral dance challenge on the app. TikTok’s viral potential has made it the go-to platform for artists looking to break into the mainstream.
Instagram: The Visual Side of Music Discovery While TikTok is known for its short-form videos and viral trends, Instagram plays a more visual and curated role in music discovery. With its Instagram Stories, Reels, and IGTV features, the platform allows artists to share behind-the-scenes content, live performances, and music releases, offering fans a more in-depth look at their creative process and personality.
For many fans, Instagram acts as a window into the life of their favorite artists, fostering a deeper connection between the musician and their audience.
Instagram Reels, in particular, has been a direct competitor to TikTok in terms of short-form music video content. Reels allow users to create videos set to trending songs or sounds, and much like TikTok, Reels content can go viral, introducing music to a wide audience.
Artists often use Reels to promote their latest singles, interact with fans, and even create their own challenges, further driving engagement with their music.
Moreover, Instagram Live offers a platform for artists to host virtual performances, Q&A sessions, and album release events, giving fans an intimate and interactive experience.
This level of engagement, combined with the platform’s highly visual nature, makes Instagram a key tool for discovering new music and following artists as they grow.
Driving Music Trends and Viral Hits One of the defining features of TikTok and Instagram is their ability to shape music trends in real-time. Through user-generated content, these platforms can turn a relatively unknown song into a global hit almost overnight.
Music trends on TikTok and Instagram are often driven by challenges, dance routines, or creative remixes, all of which give users the power to shape how a song is interpreted and shared.
For example, the rise of remixes and mashups on TikTok has introduced older songs to new generations, as users create viral videos by combining retro hits with modern visuals.
Similarly, Instagram Stories allow users to share their current favorite tracks with their followers, leading to organic music discovery through community engagement.
Additionally, these platforms help push forward genre-blending and cultural crossovers. Viral hits on TikTok often combine elements of pop, hip-hop, electronic, and global music, reflecting the diverse tastes of today’s listeners.
These trends encourage experimentation among artists, who are now more inclined to mix genres and styles in ways that appeal to social media-savvy audiences.
Empowering Independent and Emerging Artists For independent and emerging artists, TikTok and Instagram provide an unprecedented level of access to a global audience.
Without the backing of a major record label, artists can use these platforms to build their own fanbases, promote their music, and even go viral.
This democratization of music discovery has given artists of all backgrounds and genres a chance to break through in a way that was previously impossible.
For many up-and-coming artists, posting snippets of their music on TikTok or sharing behind-the-scenes content on Instagram has become a key strategy for getting noticed.
By creating authentic and engaging content, artists can grow a dedicated following that helps to propel their careers forward.
Additionally, platforms like Bandcamp and SoundCloud often integrate with social media platforms, allowing fans to discover new music via TikTok or Instagram and then support artists directly through these platforms.
This seamless integration between social media and music distribution channels is helping artists generate income while reaching new audiences.
The Role of Algorithms in Music Discovery
One of the reasons TikTok and Instagram are so effective as music discovery tools is their use of algorithms to surface content that resonates with each individual user. On TikTok, the algorithm learns from users’ interactions—likes, comments, shares, and even how long they watch a video—to recommend content that fits their preferences. This means that users are constantly being introduced to music that aligns with their tastes, even if they’ve never heard of the artist before.
Instagram’s algorithm functions similarly, promoting Reels, Stories, and posts that are likely to engage users based on their past behavior. This helps fans discover new music organically, simply by engaging with content they already enjoy.
These algorithms are key drivers behind the viral potential of music on social media, ensuring that the right song reaches the right audience at the right time.
As algorithms continue to evolve, they will only become more effective at identifying music trends and driving music discovery on a massive scale.
The Future of Music Discovery on Social Media
As TikTok and Instagram continue to evolve, their influence on the music industry is only expected to grow. With more artists recognizing the power of these platforms, we can expect to see even more music trends, viral hits, and artist breakthroughs driven by social media.
These platforms will likely continue to experiment with new features, such as integrating live performances and interactive fan experiences, making them an even more integral part of the music discovery process.
For music fans, TikTok and Instagram offer a unique way to engage with music, discover new sounds, and connect with their favorite artists in real-time.
For artists, these platforms provide a direct line to fans, fostering creativity, connection, and growth in ways that were once unimaginable.