If Isabel Aaiún had been told that three years after releasing "Potra Salvaje" her song would achieve millions of stream and become one of the most listened to in Spain, she probably wouldn't believe it. But that's the magic of TikTok.
The remix by Fernando Moreno has turned this unkown artist from Segovia (Spain) into one of the most listened to voices in the country. After a video by the DJ from Teruel went viral, the track is now a fixture in clubs and village festivals, surpassing renowned artists like Myke Towers, Ozuna, or Feid in streams, who are regulars in Spotify Spain's top 50.
This case might seem surprising if it weren't the umpteenth time an emerging and little-known singer has gained relevance thanks to TikTok's virality. In a market as saturated as the music industry, the Chinese social network has become the key for those looking to make their way in the music industry.
TikTok: A New Paradigm in the Music Industry
A few years ago, it was necessary to belong to a major record label to achieve success in the music market. Nowadays, top producers work from their bedrooms. TikTok has proven to be a powerful tool, capable of turning a 15-second clip into an international hit.
This new scenario has led to a shift in mindset for artists and composers. They no longer just make music; now they create content. If this content is effective, the song can go viral, and with virality come calls, record deals, and fame.
So, how is this achieved? Well, the first step is to rethink the composition process. Beyond the lyrics and harmony, several questions now arise, such as: Is the melody catchy? Does it have an appealing chorus? Is it danceable? Can it be used to create a trend? If the answer is yes, then a potential hit is in the making.
Reinventing Music with a Phone and a Good Idea
It's no longer just about the music; we're talking about a much broader product. Now, a minimally crafted song can become a worldwide hit if it's accompanied by a dance, becomes a meme, or turns into a challenge.
But there's a big difference between theory and practice. Despite the many success stories we know of, the reality is that it's extremely difficult for someone completely new to the music scene to rise to fame thanks to TikTok. It's a different story for those who are already famous and have millions of followers. In such cases, collaborations with other well-known profiles can become a win-win for all participants.
Influencer Lola Lolita, who became famous by posting dances on TikTok and has collaborated with major artists, explained on the show El Hormiguero that record labels themselves contact her to promote new songs. Shakira, Maluma, Emilia Mernes, María Becerra... Global stars who have replaced classic promotions with a 15-second dance in their living rooms.
And you might wonder, why? Well, if you're unfamiliar with this world of social media, it may seem a bit strange, but the process is simple. A preview is posted along with a dance, more users recreate it, and the clip goes viral. This increases potential listeners—all before the song is officially released—and ensures plays.
The Lil Nas X Case: From His Bedroom to the Billboard Charts
The charm of TikTok lies in how an unknown artist can create a viral hit overnight. Just ask Lil Nas X. In 2018, the rapper bought a beat for $30 on a website called BeatStars and wrote a fun lyric. Later, he began using the track as a base for memes that garnered thousands of views.
Soon after, influencer Nice Michael, then 21 years old, asked if he could use his SoundCloud song to make a TikTok video, where he had 123,000 followers. His idea was to use the drop to transition from wearing a simple sweatshirt to becoming a cowboy. The idea turned into a trend, and with it, the song.
This success led the rapper to team up with Billy Ray Cyrus, one of the biggest stars in country music. The remix of Old Town Road surpassed 140 million streams in its first week, breaking Drake's record with ‘In My Feelings’, another song that became a viral challenge on TikTok.
The case of Lil Nas X is not unique. Doja Cat, Roddy Rich, and Benee - to name a few - also went from uploading songs to their profiles to doing so on Spotify, where millions of listeners hear them today. But the magic of TikTok is not just for new artists.
The Return of the Classics
A few years ago, we thought that bell-bottom pants had been eradicated from the face of the earth, but today we find them in every clothing store. Once again, trends always come back, and the classics never resist.
TikTok's power isn't reserved just for current or emerging artists; it can also turn an old song into a hit. "Careless Whisper," "Put Your Head on My Shoulder," and "Rasputin" are just a few clear examples of songs that seemed forgotten but have found their way into the playlists of younger generations. But how is this possible?
Very simple: the classics get reinvented. A remix, a challenge, or a meme can be the catapult that takes an old melody to the top of the charts. A mix of nostalgia and freshness that attracts both those who long for the past and those looking for the newest trends. So don't be surprised if you see a kid humming "September" or "Running Up That Hill."
The Music of the Future, What Now?
We don't know how many years TikTok has left, but it is evident that the process of creating music will never be the same. We are in a transformative stage for music, where platforms like this have allowed an unprecedented democratization of the industry.
Additionally, artificial intelligence promises to erase the barriers between artist and consumer. Thanks to it, people outside the musical scene will become producers capable of reaching massive audiences with just a creative idea and the right tools.
As you can see, TikTok is just the beginning of a future full of possibilities where creativity and innovation will continue to be the pillars of musical creation. And you, do you already have your headphones or speakers ready to listen to these songs? Are you ready to be part of this new era?