If you haven’t noticed yet, TikTok is the place for music discovery in 2025. With over 1.58 billion active users, it’s not just a platform for viral dance moves and lip-syncing — it’s where music trends are born.
In fact, 90% of the most-viewed videos on TikTok feature music, and a whopping 84% of Billboard’s Global 200 hits this year had a viral moment on the app. So, let’s just say TikTok’s influence in the music industry isn’t just a passing trend; it’s practically a requirement for chart success.
Now, how are artists making waves in this ever-evolving TikTok universe? By tapping into influencer collaborations, user-generated content challenges (shoutout to the “Lemon Challenge”), and a seamless multi-platform approach. It’s not just about going viral — it’s about building connections and fostering community.
Ready to see how these campaigns unfold in a real campaign? Keep reading to dive into how artists, record labels, and music apps used TikTok magic to turn his music into a chart-topping phenomenon.
- 1. Eric Nam’s “There and Back Again” Album Launch – The Orchard’s Strategic Symphony
- 2. Jo Hill's "Honeymoon" – Laid Bare’s Indie-Pop Magic
- 3. Deezer x TikTok – A Data-Driven Symphony of App Installs and User Registrations
- 4. Coke Studio x TikTok – A Cultural Symphony in Pakistan
- 5. Boza x TikTok – Authentic Vibes and Fan Growth with Spark Ads
- Harmonizing Success: The Future of Music Marketing
- Frequently Asked Questions
1. Eric Nam’s “There and Back Again” Album Launch – The Orchard’s Strategic Symphony
If there’s one thing we know, it’s that Eric Nam isn’t just releasing albums — he’s orchestrating viral moments, and There and Back Again is no exception. The Orchard’s well-tuned campaign for the album hit all the right notes, boosting Eric’s social presence and expanding his global community.
This wasn’t just a record drop; it was a masterclass in influencer marketing and fan engagement.
Campaign Brief & Strategic Approach
The strategy behind Eric Nam’s album launch was crystal clear:
- Increase album awareness
- Grow Eric’s social media following
- Strengthen his fan base
The campaign’s dynamic execution did just that — and more. With a blend of TikTok challenges, live streaming, and influencer partnerships, Eric’s release became more than just an album launch; it became a global conversation.
The Orchard tapped into a full arsenal of digital platforms, all designed to keep fans hooked and involved:
- TikTok: Enter the Lemon Challenge, where fans embraced Eric’s infectious energy, creating a tidal wave of user-generated content.
- Stationhead & Twitter Spaces: Eric made his birthday a party for his fans, hosting exclusive listening sessions and live chats.
- Instagram & YouTube Livestreams: Nothing says “let’s bond” like a live stream that turns into a digital concert.
- Apple Music & GIPHY: Custom graphics and a branded GIPHY page boosted Eric’s visibility in a fun, shareable way.
@ericnam Can you NOT react? #DontReact #DontReactChallenge #LostOnMe #ThereAndBackAgain #EricNam #에릭남 #Pop #Kpop #NewMusic #Lemons ♬ Lost On Me - Eric Nam
Key Results
What’s the sound of success? It’s the Lemon Challenge hitting millions of views, and this campaign did not disappoint:
- 3.3 million streams in just the first week.
- Eric’s album charted at #3 in the US for Top New Artist Albums.
- 68,000+ viewers on a TikTok Live session.
- Over 10 million TikTok impressions — and that’s not even the full picture.
And who can ignore those deliciously low-cost views? At less than $0.005 per view on focus videos, this campaign wasn’t just viral; it was efficiently viral. The Orchard and Eric Nam struck gold with their multi-platform, fan-first approach.
This campaign was an absolute slam dunk. By tapping into TikTok’s magic, Instagram’s visual allure, and creating interactive, fan-first experiences, Eric Nam’s album didn’t just drop — it soared.
It’s no wonder his community grew, his streams exploded, and fans felt even closer to the artist they already adored. The Orchard hit the sweet spot with this campaign: a perfect blend of strategic execution, influencer-driven engagement, and social media wizardry.
Check out the TikTok in Music Marketing: Selena Gomez’s Viral Campaign for ‘I Said I Love You First’
2. Jo Hill's "Honeymoon" – Laid Bare’s Indie-Pop Magic
Jo Hill’s debut single “Honeymoon” wasn’t just a track release — it was a digital marketing journey that took this indie-pop artist from Cheddar to viral stardom (okay, maybe not the cheddar cheese fame, but you get it).
Laid Bare, the independent marketing agency, was the driving force behind this 8-week campaign, proving that with the right strategy, even an unsigned artist can make some serious noise in the music industry.
Campaign Brief & Strategic Approach
Jo Hill, with her modest 2,701 Instagram followers and a heart full of ambition, wasn’t just looking for a generic single release. No, she wanted to carve out her place in the indie-pop scene, and Laid Bare’s approach was a perfect mix of organic and paid social media content to build momentum and spark genuine fan engagement. The campaign’s strategy was pretty straightforward:
- Increase Jo Hill’s visibility in the indie-pop space
- Drive engagement on TikTok and Instagram
- Leverage her organic content creation to build a community
Despite starting with a small following, Jo’s voice (both literally and figuratively) turned heads, and the strategy behind her campaign made sure everyone knew her name.
From day one, Jo Hill’s campaign felt like a 21st-century indie story, where TikTok’s algorithms became the artist’s best friend. The strategy included:
- TikTok & Instagram: Organic, trend-aligned videos showcasing Jo’s creative flair and personality.
- Meta Ads: Paid advertisements on Facebook, Instagram, and Messenger, driving targeted traffic.
- TikTok Ads: Boosting the reach of Jo’s TikTok videos to engage with a broader audience.
If TikTok is the modern-day equivalent of word-of-mouth, Jo’s campaign tapped into this magic, with viral moments that had people asking, “Who’s this artist?”
@johillmusic Streaming link in my bio AHH 🌸🌺🌷🌼❤️🥰🌸 #fyp #foryoupage #newmusic #honeymoon #newmusicfriday #johill #debut #excited #love #ukcountry #visuals #flowers ♬ original sound - Jo Hill
Key Results
The results were nothing short of honeymoon levels of success (pun intended, and you’re welcome):
- Spotify Streams: 150,000 streams in the first month, jumping to 175,000 by Week 6.
- TikTok Engagement: One viral video? Over 190,000 views. Yup. Viral.
- Instagram Growth: A solid 18.5% increase in followers, from 2.7K to 3.2K.
- TikTok Growth: A 274% growth, from 270 to over 1,000 followers (talk about a TikTok glow-up).
- Ad Reach: Over 550,000 people reached, with more than 2,000 unique link clicks leading to pre-saves and Spotify streams.
This wasn’t just about reaching numbers — it was about building momentum and creating a community of fans who felt connected to Jo’s music and personality.
Key Takeaway
The takeaway? Indie artists with a strong voice (both figuratively and literally) and a smart, integrated digital marketing approach can achieve big things. Laid Bare nailed it with this one — an authentic campaign that made Jo Hill’s debut honeymoon phase feel like the start of something much bigger.
Check out the Music Promoters Adapt to Uncertainty: Diversifying Beyond TikTok for Creator Partnerships
3. Deezer x TikTok – A Data-Driven Symphony of App Installs and User Registrations
When Deezer teamed up with TikTok for a groundbreaking App Conversion Lift (CLS) study in France, it wasn’t just about reaching listeners — it was about proving the true value of TikTok ads in driving meaningful user actions.
Deezer became the first company in France to implement this study, and let’s just say, they weren’t just testing the waters — they were diving deep into the pool of incremental conversions.
Campaign Brief & Strategic Approach
The campaign’s goal was crystal clear: Deezer wanted hard numbers to show how TikTok ads impacted actual app installs and user registrations, not just surface-level metrics like impressions and clicks. They were going beyond the traditional attribution models, seeking to understand the incremental value TikTok ads brought to their marketing efforts.
The approach? Classic Deezer — data-driven and creative.
- Target Audience: Users in France across Android and iOS platforms, keeping it localized for maximum impact.
- Measurement Tool: Adjust, a mobile measurement partner, tracked app events to provide the analytics backbone.
- Creative Testing: With multiple ad creatives running, Deezer played the field to see what resonated best with users and avoided ad fatigue.
- Incrementality Study: Deezer split users into two groups — one exposed to ads and one not — in a randomized control trial, isolating the impact of TikTok ads on app installs and registrations.
Key Results
Now, this is where the numbers start speaking the real language of success:
- App Installs: A robust 29% increase in app installs for the test group compared to the control group.
- User Registrations: An 18% boost in user registrations among those who saw TikTok ads.
- Incremental Conversions: TikTok ads were responsible for 53% of all app installs and 55% of user registrations.
- Cost Efficiency: Combining premium branding formats (hello, TopView and Pulse) with performance campaigns helped Deezer achieve a sweet 43% reduction in Cost per Incremental Conversion (CPIC).
Deezer wasn’t just moving numbers — they were optimizing for quality conversions and maximizing their spend.
The campaign didn’t just validate TikTok as a powerful tool for user acquisition; it also provided Deezer with actionable insights that will shape their future campaigns.
- Premium Branding Formats: Combining formats like TopView and Pulse with performance-driven campaigns created a winning formula for higher conversions.
- Incremental Value: The CLS study made it clear: TikTok ads do drive incremental value in app installs and registrations. Deezer now has the hard data to back up their TikTok strategy.
- Data-Driven Decisions: The insights allowed Deezer to fine-tune their creative approach and adjust their budget allocation for future campaigns, ensuring they could continue to scale efficiently.
Key Takeaway
The CLS study was a game-changer for Deezer. By isolating the impact of TikTok ads, they gained a crystal-clear understanding of how TikTok contributes to their bottom line. With this data in hand, Deezer can now approach their future campaigns with even more precision, knowing exactly what works and what doesn’t.
Deezer and TikTok didn’t just run a campaign — they redefined how to measure true incremental value in the world of app installs and user registrations. With data, creativity, and a pinch of TikTok magic, this collaboration wasn’t just successful; it was a data-driven masterpiece.
4. Coke Studio x TikTok – A Cultural Symphony in Pakistan
When Coke Studio partnered with TikTok in Pakistan, it wasn’t just about promoting music — it was about creating a cultural moment that resonated deeply with millions of viewers. With TikTok’s dynamic, short-form video platform at the heart of their strategy, Coke Studio turned their campaign into a full-blown cultural phenomenon, making waves far beyond just the music charts.
Campaign Brief & Strategic Approach
The goal was simple: elevate Coke Studio into a cultural powerhouse by leveraging TikTok's reach and engagement. It wasn’t just about promoting songs; it was about building sustained interest week after week, creating a ripple effect that turned casual viewers into dedicated listeners.
The approach? A mix of premium ad placements, strategic content releases, and native TikTok engagement that kept the audience hooked.
Here’s the breakdown of the strategy:
- Premium Ad Placements: The campaign kicked off with a TopView ad unit, giving Coke Studio an instant mass-awareness boost in just one day.
- Teaser Releases: For each of the ten songs, teasers were rolled out using TikTok’s TopFeed inventory — the perfect way to catch music lovers where they already hang out.
- Full Song Campaigns: After the teasers, full songs were launched with the aim of maximizing reach and driving more video views.
- Spark Ads Amplification: The content was further amplified using Spark Ads, which ensured native engagement by promoting the full songs and artist collaborations in a way that felt like it belonged on TikTok.
@cokestudiopakistanOur hearts welcome you to our world. #AayiAayi #CokeStudio15 #CokeStudioPakistan #SoundOfTheNation♬ original sound - Coke Studio Pakistan
Key Results
What’s the sound of success? Over 664 million video views — that’s the kind of number you see on a worldwide tour, not just on a TikTok campaign in Pakistan. Here are the key stats:
- Audience Reach: 41 million users in Pakistan — basically, every TikTok user in the country had a shot at seeing Coke Studio’s content.
- Video Views: A staggering 664 million total video views, which is basically a global concert tour’s worth of engagement.
- Engagement: 5.7 million likes, comments, and shares — proof that the content wasn’t just being watched; it was being shared and talked about.
- View-Through Rate (VTR): The 15-second Focused View-Through Rate exceeded the industry benchmark by 14.5%.
- Cost Efficiency: The campaign managed a CPM 9.3% below the industry benchmark — because who doesn’t love getting more bang for their buck?
Key Takeaway
Looking at the numbers, Coke Studio and TikTok hit all the right notes. The campaign wasn’t just successful — it was culturally resonant, cost-efficient, and highly engaging. The high view-through rates, cost efficiency, and massive engagement metrics showed just how effectively Coke Studio tapped into TikTok’s advertising solutions.
More importantly, it demonstrated the power of music when paired with the right platform and a strategic approach to content release.
5. Boza x TikTok – Authentic Vibes and Fan Growth with Spark Ads
When Boza, the Panamanian artist, joined forces with Ranked Music and TikTok, it wasn’t just about sharing his music — it was about sparking a connection with a fresh audience. With the strategic use of TikTok’s native advertising tools, Boza’s campaign didn’t just promote songs; it built a lasting relationship with fans, all while staying true to his authentic style.
Campaign Brief & Strategic Approach
The goal of this campaign was simple but impactful:
- Introduce Boza to new audiences
- Increase engagement and grow his TikTok following
- Connect with fans through genuine content
And they nailed it. Rather than just pushing songs into feeds, Ranked Music and Boza used TikTok’s powerful tools to make the campaign feel like a natural extension of the artist’s own content.
The strategy was all about authenticity, broad targeting, and tapping into the music-centric features of the platform. Here’s how they did it:
- Spark Ads: By leveraging TikTok’s Spark Ads, Boza used his organic content to drive ads, ensuring that everything felt natural and engaging for his audience.
- Broad Targeting: Ranked Music implemented a smart, broad targeting strategy that aimed at users with a strong propensity for music engagement, ensuring Boza’s sound reached the right ears.
- Music-Centric Content: The content wasn’t just a passive ad; it highlighted Boza’s music, making it easy for viewers to click through and connect with his sound.
@bozamusicMe gusta cómo se te ven los tattoo' 😉♬ Ella (Remix) - Boza & Lunay & Lenny Tavárez & Juhn & Beéle
Key Results
The results? Let’s just say Boza’s TikTok following is feeling fresh — and here’s why:
- Engagement: The campaign delivered a 2.5x increase in engagement compared to expectations. That’s not just a spike; that’s a full-on fan takeover.
- Music Clicks: Boza saw a 91% increase in music clicks, surpassing campaign benchmarks and proving that his tracks were resonating with audiences.
- Follower Growth: TikTok followers surged by 105%, turning Boza’s account into a hub for fans, new and old.
In short, TikTok didn’t just help Boza release music; it helped him build a community.
Key Takeaway
Looking back, Boza’s campaign showed just how effective TikTok’s native advertising solutions can be when paired with a well-thought-out strategy. The use of organic content, combined with broad targeting and music-centric engagement, wasn’t just a quick boost — it laid the foundation for a long-term, authentic connection with fans.
In the end, Boza’s campaign didn’t just grow his TikTok following — it grew his community. Boza is now primed for future releases and a deeper relationship with his global audience. TikTok isn’t just a platform; it’s the bridge between artists and fans. And Boza? He’s just getting started.
Harmonizing Success: The Future of Music Marketing
The common thread across these campaigns? Authenticity, engagement, and leveraging TikTok’s viral power. As brands and artists increasingly partner with influencers, embrace user-generated content, and integrate platforms, the opportunities for reaching music lovers are endless.
TikTok isn’t just a platform; it’s the heartbeat of music discovery. The key takeaway? Innovate, experiment, and let TikTok’s creative potential amplify your music to the masses. The future of music marketing is here — don’t miss the beat!
Frequently Asked Questions
What makes a TikTok campaign successful for music promotion?
Success often stems from creating engaging, authentic content that resonates with TikTok's community. Incorporating trending sounds, challenges, and collaborating with influencers can amplify reach and engagement.
How do TikTok campaigns impact music chart performance?
Viral TikTok campaigns can significantly boost a song's streams and downloads, leading to higher placements on charts like Billboard Hot 100. For instance, songs like "Old Town Road" gained prominence through TikTok virality.
What types of music perform best on TikTok?
Danceable, catchy, and emotionally resonant tracks tend to perform well. Genres like pop, hip-hop, and indie have seen success, especially when they align with trending challenges or memes.
How can artists create viral TikTok content?
Artists should focus on authenticity, participate in trending challenges, and use engaging visuals. Collaborating with influencers and leveraging TikTok's editing tools can also enhance content appeal.
What role do influencers play in TikTok music campaigns?
Influencers help amplify a song's reach by creating content that showcases the track. Their established follower base can drive significant engagement and virality for the song.
Can independent artists benefit from TikTok campaigns?
Absolutely. TikTok offers a platform for independent artists to showcase their music to a global audience, often leading to increased streams and recognition without major label backing.
What are TikTok's Commercial Music Library (CML) and its importance?
The CML is a collection of songs pre-cleared for commercial use. Using music from the CML ensures compliance with copyright laws when promoting content on TikTok.
How do TikTok's algorithms affect music discovery?
TikTok's algorithm promotes content based on user engagement and preferences, allowing songs to gain traction quickly if they resonate with viewers. This can lead to viral trends and widespread music discovery.