TikTok’s Last Dance: How the App Revolutionized Music and What Its Loss Could Mean for the Industry
by Savannah Bowie | January 28th, 2025
On January 19th, 2025, five years after the initial proposal, TikTok was officially banned in the United States, signifying a pivotal moment for an app that has revolutionized how we discover, consume, and market music. The U.S. being the world’s largest music market and accounting for most of TikTok’s audience, at 170 million people, makes the ban more consequential. While the shutdown was only temporary, with the granting of a 75-day extension, the app ceases to exist on the app store, leaving the music industry scrambling with uncertainty on how it’ll adapt to this canon event. TikTok’s role in creating music trends and launching or relaunching the careers of dozens of artists raises the question: What will the industry look like, and how will it change without the platform?
Over the years, TikTok’s impact on the music industry has grown tremendously. What started as an app known for fun short-form content has become a go-to tool for artists, record labels, and marketing teams. Regardless of an artist's size, level of fame, or background, TikTok’s unique algorithm can amplify songs and reach audiences in ways some can only dream of. Whether you’re an indie artist hoping to break into the industry or a signed artist looking to take your career to the next level, TikTok has become a direct pipeline for artists to reach current and new fans. From helping songs go viral to creating popular dances like the “renegade,” TikTok’s power is unmatched.
This caught the attention of record labels and the app has become a key component in marketing and promotion strategies. Songs that go viral on TikTok are more likely to climb the Billboard charts. Megan Thee Stallion’s Savage, Doja Cat’s Say So, and Charlie xcx’s Apple are prime examples of hit songs that became a cultural phenomenon in the industry due to their viral TikTok dances. TikTok has also been responsible for jump-starting the careers of dozens of artists like Lauren Spencer Smith and Jxdn by helping their music reach thousands of people worldwide.
Beyond impacting the charts and emerging artists, TikTok has revived older music, giving classic hits a second life. Tracks like Tupac’s 1996 hit How Do U Want It rose to the spotlight decades later, thanks to a viral dance trend. This is just one example—TikTok consistently brings new life to sometimes forgotten hits, introducing them to younger generations who might’ve never encountered them otherwise.
The platform wasn’t just a space for individual artists or songs to reach new heights—it also sparked global awareness of different genres. Latin and Afrobeats music, for example, has gained popularity across the world, with artists like Bad Bunny finally getting the recognition they’ve deserved for so long. This amplification of genres further strengthened TikTok’s position as a cultural melting pot for music. It’s created a space of musical diversity that we haven’t seen many social media platforms be able to replicate in the current digital age.
Despite all of the good TikTok has brought to the industry, it isn’t without its challenges. The platform's growth has shed light on issues concerning royalties, artists’ rights, and fair compensation. Due to this, Universal Music Group (UMG) temporarily removed its catalog in early 2024, citing concerns about licensing with TikTok. The company eventually put its music back on the platform after coming to an agreement that resulted in better compensation and protections against AI for artists and songwriters.
Nonetheless, a permanent ban on TikTok would leave a massive wound not only in the music industry but in the lives of younger generations and creators who have relied heavily on the app for their news, entertainment, and income. Whether small or big, creators alike will feel the impact of the loss of TikTok and its influence on pop culture today. It not only opened doors for undiscovered and independent artists, but changed how we create trends, and how fans find and engage with music. It’s created a space for all genres to be celebrated, revived old classic hits, and changed our views on how social media can be leveraged to market music.
As the industry prepares for the possibility that we lose TikTok for good in the United States, it’s clear no other platform has been able to replicate what TikTok has accomplished over the last five years—though they can certainly try. As we wait to hear the fate of the platform, its influence on music, pop culture, and society as a whole will be felt for years to come.
