Tik Tok como estrategia de marketing para la industria musical.

Abstract

This article presents an analysis of Tik Tok as a marketing strategy for the music industry, where artists, streaming platforms and influencers have been linked to this method of digital marketing to market their music, reach a greater reach and positioning in the market lists. The social network offers multiple attractive resources for emerging audiences, generating new consumer trends, to achieve success in social networks. The impact of this company in the music market benefited streaming platforms such as Spotify and Apple Music by increasing their plays, subscriptions and followers. The success of Tik Tok is attributed to the use of two-way communication and user-generated content (UGC) among its strategies, where Internet users are the ones who create, design, share their imagination and creativity in the application.