Algorithm Over Art: Why are artists waiting on tiktok?

What if your favorite artist couldn’t release a song unless it went viral first? Today, TikTok plays a powerful role in the music industry, shaping when songs are released and how success is measured. Even major artists are feeling the pressure.

The Moment That Sparked the Conversation

In May 2022, pop artist Halsey posted a TikTok that started a public conversation about how much control record labels have over music releases. Halsey said their label would not allow a new song to be released unless it showed the potential to go viral first. Even after eight years in the industry and selling over 165 million records, they still needed TikTok validation before releasing new music. This situation shows how labels rely heavily on viral data when making release decisions, even for established artists.

Halsey-

“I have a song that I love that I want to release ASAP, but my record label won’t let me.”

Where the problem emerges

As record labels rely more on viral performance, a song’s success is often judged by how well it performs online rather than by artistic readiness. Even successful artists can experience delays due to viral expectations, showing how social media influence can shape creative decisions.

Growing Industry Patterns

Data from TikTok’s Music Impact Report shows that TikTok users are significantly more likely to discover and share new music content, and engagement with music on TikTok is strongly connected to increased streaming. This helps explain why record labels see viral success as a reliable indicator of popularity and expect artists to show online potential before releasing music.

Why this "shift" matters

The impact of TikTok on the music industry is urgent because of how quickly songs can gain attention and how much influence the platform has over the release process. This shift shows how success in the music industry is increasingly influenced by immediate online reactions rather than long-term planning.