Record labels and the race for virality

By Malia Welham

And the winner is…no one? Record labels are prioritizing virality over the development of artists and their music. 

Over the past decade, the music industry has been jumping hurdles, trying to figure out how to maneuver the rise of music streaming platforms like Spotify and Apple Music and short-form content giants like Instagram and TikTok. Now with quick and easy access to endless amounts of media, our generation has developed a shorter attention span. As a result, there is rapid turnover between different trends and a new obsession with going viral. This is most notable on none other than…TikTok. When choosing a sound to use for your video, there is even a playlist called “TikTok Viral.” In many ways, the app makes short term viral success actually obtainable for small artists, providing music creators with an opportunity to build an audience without having to sign to a record label. However, many large recording companies have taken note of our generation’s concerningly short attention spans and will do whatever it takes to come first in the race for virality. 

Now more than ever, anyone can create music and post it for millions to hear online with the potential of going viral. Especially with TikTok, there is always a potential audience; one just has to tap into it and attract attention their way. Record labels have started to use this phenomenon to their advantage. Have you ever wondered why we no longer see large pop stars such as Justin Bieber, Lady Gaga, and Rhianna and their journey to stardom? A leading factor in this industry shift is labels’ focus on achieving the next viral hit rather than investing in artist development. The most recent examples of artists who have shot into the spotlight are Olivia Rodrigo, Doja Cat, and Ice Spice. All of whom have their own stories and paths to achieving the level of popularity they have today. All three of them are incredibly talented and have distinct artist identities, but it is hard to say with certainty that any of them will achieve the level of stardom as the pop stars with whom our generation grew up with. 

Without these big powerhouse artists, the music industry has become somewhat decentralized. It’s important to note that this decentralization seems to be more associated with focus rather than with power, as record labels still hold much of the power and influence on the music introduced to the mainstream. This dispersion of attention has made it easier for independent artists to gain an audience on their own. For example, PinkPantheress was just a student making music in her London dorm room before going viral on TikTok. In 2020, she posted a snippet of her song “Just A Waste,” which quickly amassed 750,000 views. This was only the beginning for the young artist, as PinkPantheress would later release “Break It Off” (2021) and “Pain” (2021) which brought her viral success and flooded TikTok’s “For You” pages with her content globally. At the beginning of 2021, she signed a deal with the German-British record label Parlophone, and it can be assumed that her ability to gain an independent following most likely put her on the label’s radar. PinkPantheress’s experience is only one example of how the decentralization of the industry and TikTok can provide an artist with greater opportunities. 

The music industry’s barrier to entry appears to have drastically diminished; however, in many ways that initial barrier may have actually grown. With the frail attention span of audiences caused by a never-ending stream of digital content, it is crucial for artists to maintain public interest for as long as possible by constantly keeping an online presence. And who has the money, connections, and resources to keep people’s attention and viral musicians’ careers alive? Record labels. In other words, musicians who have found their way into virality need record labels in order to keep their music relevant.

Those with money and power will always find a way to come in first, so, as a generation, it is important that we find it within ourselves to value the importance of true artistry and music. Still, we can't deny how the race for virality has given more artists an opportunity for success. In her song, “In Ha Mood,” Ice Spice says it best: “Like a million views in a day/ It's so many ways to get paid.”