The new iteration of music bloggers is TikTokkers with wildly popular Spotify playlists. Some TikTokkers have gained popularity from sharing their musical tastes in videos based around their unique or relatable Spotify playlists. These users have thousands of followers on both TikTok and Spotify, and the music industry is taking notice of their influence.
With the overwhelming amount of music available on music streaming platforms like Spotify, these TikTokkers offer an easy way to discover new music, through playlists curated by real people. They are also an avenue for smaller artists to gain traction.
"A lot of artists will reach out to me on my Instagram and ask me to listen to their music or ask to submit songs to my playlists," said Carly, a 21-year-old student from the Indianapolis area who has over 65,000 followers on her TikTok @hahacoolgtgbye.
Carly started posting about her Spotify playlists on her TikTok in January of 2020. Now she over three million likes accumulated across videos.
She is constantly listening to music and curating her playlists while studying ,and sets aside a few hours a couple times a week to focus on playlist organization. She spends about four hours on weekends making TikTok videos.
Unlike Carly, Masked Mortal, a man in his early twenties from Michigan who has chosen to keep his identity private, has monetized his music influence.
He has two million followers on his TikTok @themakedmortal and over 30 million likes accumulated across his videos. His Spotify has over 41,000 followers and his most popular playlist "Pov I'm gonna fistfight a demon" has over 74,000 likes. On his website he sells branded ski masks. Additionally, he charges artists $15 for him to listen to the song and consider it for social support, and $30 to receive personalized feedback about the track which is a testament to the impact of these TikTokkers.
Adrian, a 20-year-old in Albuquerque, New Mexico, is creating TikToks full-time and is hopes to eventually monetize his TikTok. His TikTok @adrianjoeym has over 200,000 followers and his videos have accumulated 7.3 million likes. His Spotify @adrianjoeym has over 30,000 followers and his most popular playlist "we on auxx" has over 25,000 likes.
Carly, The Masked Mortal, and Adrian make it clear that TikTok is continuing to change the way we listen to and discover new music. All three of them are individuals with a love of music who have organically gained popularity. Rather than relying on gatekeeping publications and algorithms to feed us new music, these TikTokers are democratizing the process of discovering new music and changing what music has the potential to go viral through their curated playlists.