TikTok's Rising Stars: How Social Media Is Changing the Music Industry

TikTok's Rising Stars: How Social Media Is Changing the Music Industry. In the bustling digital landscape of social media, TikTok has emerged as an unexpected launchpad for aspiring musicians. One such example is Sammy Gitonga, whose cover of Lucinia Karrey's "Gategwa" has garnered significant attention on the platform. The 39-second video, filmed in a recording studio, showcases Gitonga's vocal talent and simple yet effective production. The video's success highlights TikTok's role in providing a direct route for artists to connect with audiences, bypassing traditional gatekeepers of the music industry. "It's amazing how quickly a song can gain traction on TikTok," says a music industry analyst. The platform's algorithm, which prioritizes engagement, allows lesser-known artists to reach a global audience, fostering a more democratic and accessible music scene. This democratization, however, also presents challenges, including copyright issues and the need for artists to constantly create engaging content to maintain their momentum. Despite these hurdles, the success stories like Sammy Gitonga's demonstrate TikTok's transformative power in shaping the future of music discovery and promotion.