LOS ANGELES — Grammy\u002Dnominated breakup song “abcdefu” is the latest viral sensation to translate popularity on TikTok into chart\u002Dtopping success and music…
The short-video app, with more than 1 billion monthly active users, has emerged as one of the music industry’s most powerful promotional platforms. Several of this year’s Grammy nominees, including “abcdefu” singer Gayle and R&B artist Muni Long, rose in popularity after influencers and everyday users posted TikTok videos with their music.Sign up to receive daily headline news from Ottawa Citizen, a division of Postmedia Network Inc.
TikTok limits music clips to one minute and does not allow the full-length songs available on other streaming apps. Half of consumers ages 16 to 24 use TikTok weekly and another 40% check it every day, according to the latest data from Midia. The app ranks second only to Alphabet’s YouTube as the place Gen Z goes to find new music, Midia found.
The ability to create videos on TikTok helps forge a connection with fans, said Ole Obermann, global head of music at TikTok, just as “people used to obsess about mixed tapes back in the day, or the perfect playlist.”Songs such as Olivia Rodrigo’s 2021 hit “drivers license” and 2019’s “Old Town Road” from Lil Nas X were among the first Grammy nominees to build buzz on TikTok.Article content
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