The TikTok Virality Trend: Creating A Musical Drought Across Genres

Lloyd Laing, Reggaeologist -

In the ever-evolving landscape of the music industry, trends have always played a pivotal role in shaping the sounds that dominate the charts. 

However, the first half of 2023 has raised eyebrows as it lacks the seismic hits that previously defined years past. One might wonder: What has led to this apparent musical drought? 

The answer, in part, lies in the phenomenon of TikTok virality and its complex relationship with creativity.

TikTok, the social media platform that skyrocketed to fame with its short-form videos and catchy dance challenges, has undeniably reshaped the way music gains prominence. 

Over the last few years, numerous songs achieved global recognition solely due to their viral status on the platform. 

While this trend initially injected new energy into the music industry, it appears to have inadvertently contributed to a creative stagnation in the first half of 2023.

The instant success of TikTok-driven hits, often characterized by a 15 to 60-second snippet looped incessantly, has become both a boon and a bane. 

On one hand, it has democratized exposure, allowing independent artists and emerging talents to find an audience like never before. 

However, this very dynamic has also led to a shift in focus, with some artists prioritizing catchiness and brevity over depth and originality.

As a result, the quest for virality has led to a formulaic approach in music creation. 

Tracks are now being designed to be easily digestible, with infectious hooks that are easy to dance to and lipsync. 

This formula, while undoubtedly responsible for generating some of the most memorable viral moments, has inadvertently crowded out more intricate and experimental musical endeavors.

The oversaturation of these viral-ready tunes has not only limited creative diversity but also homogenized the music scene. 

In the absence of a singular global breakthrough hit across genres in the first half of 2023, one could attribute this to the spread-thin attention span of listeners. 

Constant exposure to bite-sized, viral tracks might have inadvertently conditioned audiences to seek out familiar rhythms rather than exploring new sonic landscapes.

Moreover, the pressure to create the next big TikTok hit has led to a decreased emphasis on full-length albums and bodies of work. Artists, eager to capitalize on the platform's virality potential, might prioritize the production of singles tailor-made for short-form videos over crafting cohesive album experiences. 

This shift has not only impacted the way music is consumed but has also led to a drought in standout tracks that have the potential to leave a lasting impact.

In essence, the TikTok virality trend has revolutionized the way music spreads and gains traction. 

However, its overwhelming influence has inadvertently stifled musical creativity. While the viral hits have their rightful place in the industry, the absence of larger-than-life hits reminiscent of past classics signifies a need for balance.

The music industry has demonstrated its resilience time and again, adapting to changing trends while still managing to produce timeless masterpieces. 

It is essential for artists, producers, and audiences to collectively navigate the landscape in a way that embraces both the virality trend and the essence of musical depth. 

By fostering an environment that encourages innovation and experimentation, the industry can reclaim its creative momentum and usher in a new era of hits that resonate across genres and generations.