The Loss of Musical Authenticity Amid TikTok’s Content Takeover

The Nostalgia for What Music Used to Be

Music is a world in itself. It is a place where people lose themselves in rhythm and blues, a vivid daydream that takes us into a new realm the moment the speakers turn on or our headphones begin playing the favorite playlists we spent hours creating.

There is something nostalgic about all of this, an emotional attachment to the tunes and lyrics that speak to us without even knowing us. Yet, as technology continues to take over nearly every part of society, music seems to be losing its essence and its sense of what it truly is. Music was once a classic form of expression in which skilled musicians played physical instruments. Now, it can feel like little more than mechanical, Auto-Tuned rhythms played, or even generated, by AI tools and bots.

The shift is not limited to the way music is composed. Marketing strategies and artists’ intentions are also creating significant changes within the music industry. The bond we once had with a three- or four-minute song is being replaced by a 10- to 15-second clip that goes viral because of an accompanying dance or piece of content, rather than the lyrics and melodies that took months or even years to compose and perfect.

This change represents such a drastic shift in the music industry that production companies have begun suing TikTok over its use of their music and songs. This conflict extends far beyond agreements and the legality of production.

The sad truth is that going viral today is often linked to a specific dance or short clip rather than the richness of the music and songs we are used to. But the question is, why are we okay with this when, deep down, we know that these replacements do not feel as authentic as real music?

How can we, as a collective, be comfortable experiencing music primarily through short clips on TikTok and Instagram Reels when musical enjoyment and nostalgia once came from spending months or years daydreaming to a particular melody or song? A song could create an entire world of hope and dreams, something many of us are now homesick for and nostalgic to experience again.

Going Back to Before TikTok Hyperfixation

Before the breakthrough of social media, particularly TikTok, the path to producing music was a long journey that involved every musical element. From building a fan base and perfecting the lyrics and melodies to gaining attention and experiencing the joy of recognition, the process was difficult and never guaranteed. Still, it was meaningful. Every successful step forward and every setback offered a lesson and a new route toward a better destination.

It is true that the older model of creating and promoting music was a slow process that required more money without guaranteeing results. However, the transformation from traditional to digital music creation and marketing is beginning to destroy the essence of what art truly means.

Radio stations and YouTube used to be the first places people went to discover new music and artists. With the introduction of social platforms, particularly TikTok, radio stations are being abandoned in favor of modern music releases built around 10- to 15-second videos that have gone viral because of dances or other content.

As the gap between music studios and highly developed apps widens, the industry is facing more lawsuits and legal disputes. However, because TikTok and other social media users hold the power to make new trends successful, music studios, marketing agencies, and even artists are linking their work to TikTok. The reasons may vary, but the intention is the same: to go viral and trend across these apps.

Music as Content

We would be fooling ourselves if we claimed that scrolling through TikTok for hours was not part of our daily routines. It is enjoyable, as we should all admit. It can also serve as a form of escapism while we relax on the couch or settle into bed after saying goodnight.

From short travel vlogs and daily routines to podcasts, casual conversations, and dances that have gone viral, every view and tap contributes to the success of the videos we scroll through. Music was once a sacred ritual through which we could listen and lose ourselves. Now, music is simply another form of content attached to nearly every video.

This applies to songs released in the 1990s as well as newer songs that initially received little to no attention. Once a label or influencer with thousands or millions of followers attaches a song to a video, even one that may not be particularly interesting or valuable, the song can become a hit. TikTok, as a major trendsetting platform, is well aware of this. As the company stated in a newsroom article, “Music is TikTok’s universal language.”

There are many examples of this phenomenon. Recently, when Off Campus was released on Prime Video, Elton John’s song “The Bitch Is Back” not only began trending but also received more attention than it had when it was first released in 1974. Demand for the song increased by 557%, reaching 1.2 million weekly official on-demand U.S. streams and continuing to grow as more people discover hidden gems within the music industry through Off Campus.

Similarly, Warrant’s “Cherry Pie,” released in 1990, has gained the attention of both younger and older listeners. With a 122% increase to 1.1 million on-demand streams, the song has gone viral again.

Off Campus continues to play a major role in songs going viral, as scenes from the show are recreated on TikTok using the same music and original dances. Whether or not you are a fan of the show, you have probably encountered at least two videos featuring Elton John’s “The Bitch Is Back” or Warrant’s “Cherry Pie,” with users recreating Hannah’s karaoke and dance scenes.

It is sad to admit that discovering older songs now often depends on them going viral as TikTok content or being used to recreate a particular scene, almost like an audition clip. If we imagined that Off Campus had never been released, many of us might never have discovered these songs by Elton John and Warrant.

The reality is that a song’s success now often depends on its going viral and being used as a tool for content. That is when artists can finally say, “I made it!” In the past, becoming widely known could take years. Now, a simple share or like can transform an ordinary user into a successful influencer or artist within hours of their content going viral. In other words, virality is the new measure of success.

What’s Next for the Industry?

TikTok’s takeover of music has changed how success is measured within a culture where content can go viral at any moment. This transformation has both positive and negative consequences that will continue to challenge artists around the world. Change is inevitable amid the digital explosion of TikTok-based music and content that can go viral within hours of being posted.

Here is a glimpse at some of the recent changes that continue to affect the music industry:

A New Strategy for Music Discovery

Music discovery has shifted away from radio stations, music-related television channels, and YouTube toward simple, highly functional, and popular apps that require less time and effort for a particular song to become known.

Digital Competition

As users aspire to gain hundreds or thousands of followers and launch their musical or digital careers, competition has increased. The standard for what it means to be a successful artist on TikTok has been set extremely high. This can also lead to significant mental health issues, particularly when artists’ high expectations are met with the harsh reality of receiving little attention.

A Decline in Musical Ambition

TikTok and other social media platforms depend on 10- to 15-second clips from songs to generate viral moments. As a result, artists’ motivation to create complete songs may gradually decline.

Shorter, Less Meaningful Songs

Music lovers are accustomed to songs that connect with them because the lyrics speak to their experiences. Yet, with short clips and edits created for TikTok and other social media platforms, songs are becoming shorter and less meaningful.

The lyrics and intended audience seem to matter less. As long as the beat is catchy and inspires a dance or two, it becomes easier for the song to go viral and achieve success. As songwriter Ines Dunn stated, “People’s attention span dropped quite dramatically. You tune in for 20 seconds of a song, you don’t know the name of the artist, you don’t know anything, really. You just love that bit of music.”

When the Loss Is Greater Than the Gain

Everyone speaks about the positive changes and significant impact that social media and TikTok can have on music. Yet, they tend to overlook the moments when the losses outweigh the gains.

The industry has already lost a great deal and continues to do so. Artists are undervalued by streaming platforms and motivated to go viral rather than connect emotionally with listeners by creating meaningful pieces that will remain with them for years.

Music marketing has also shifted from building a solid foundation of recognition through media representation, merchandise, and worldwide tours to relying on a simple tap that can determine someone’s success within the industry.

Finally, reducing music to snippets represents a significant downfall for the industry. Music is not only losing its value, but the essence and weight of lyrics built through effort and skill may also be writing their final farewell.