Music Ally Focus

Classical music on TikTok – and how non-pop music is reaching a new audience, with TikTok's Darina Connolly, Head of Artist & Label Partnerships, and Label Partnerships Manager Lisa Skeppner

Sep 7, 2023

29:41

Creator website

Episode guests

Lisa Skeppner

Darina Connolly

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Classical music has become a viral sensation on TikTok, thanks to the platform's seamless music discovery and the TikTok community's interest in the genre.

TikTok offers a diverse range of approaches and content styles for classical music, including blending with current trends, educational insights, and authentic performances, allowing both established and emerging artists to find success.

Deep dives

Classical Music's Popularity on TikTok

Classical music has become a viral sensation on TikTok, with the hashtag #classicalmusic garnering billions of video views. The success of classical music on the platform is attributed to the TikTok community's interest and engagement with the genre. By providing a platform for music discovery that is seamless and simple, TikTok allows users to explore classical music in a way they may not have experienced before. The community's love for classical music is driving its popularity on TikTok, with both established artists and emerging talents finding success through engaging and authentic content.

Introduction

4min

Promoting Classical Music on TikTok

14min

The Longevity of Classical Music on TikTok

5min

Tips and Best Practices for Classical Artists on TikTok

3min

Wrapping Up and Additional Resources

2min

Ep. 121: We speak to two people from TikTok who have helped turn classical music into viral content. TikTok has captured the attention of people in every area of the music industry, who now look to the short-video app for A&R, marketing, music discovery, audience-building and fan-nurturing. Darina Connolly, Head of Artist & Label Partnerships, talks about TikTok’s direction and strategy, and she’s joined by Label Partnerships Manager Lisa Skeppner, who is one of the go-to TikTok people when it comes to classical music. Music Ally's Editor Joe Sparrow asks them what it is about classical music that holds users’ attentions – is it the song, the performance, the context of the song’s use, or the artists themselves? And what can non-classical artists learn for how they use TikTok?

We talk to Darina and Lisa about how classical music has connected on TikTok, and the impact on classical artists – and also they talk more widely about what it means for users to be discovering new “old" music this way – and what the longer-term impacts of that are beyond short-term spikes in attention around novel genres.

TikTok Artist Handbook: newsroom.tiktok.com/en-gb/uk-artist-handbook-supporting-artists-to-get-the-most-out-of-tiktok

Sade - No Ordinary Love: youtube.com/watch?v=_WcWHZc8s2I

ABBA – Gimme Gimme Gimme: youtube.com/watch?v=XEjLoHdbVeE

Peas: Most peas eaten using a cocktail stick in 30 seconds

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