How Tiktok is changing the way musicians start their careers

In a time where nearly 60% of all music revenue is made by online streaming services, social media sites like Tiktok are investing in helping unsigned and independent Australian artists get discovered, through their new distribution platform SoundOn.

The platform, launched this month, allows any artist to upload their music and immediately start earning revenue for its use across the internet. However, artists relying on social media sites like Tiktok are relying on an unpredictable algorithm to promote their content and are struggling to keep a sustainable audience.

The Wire spoke with musicians across the country to see how they are using online platforms like Tiktok to promote their work.

Produced By: Cassie Taylor

Featured In Story: Peter McFarlane, Artist, Nicola Willsmore, Artist , and Aleksiah, Artist

First aired on The Wire, Thursday 9 February 2023