Throughout 2023, TikTok has emerged as a powerful platform reshaping the music industry, influencing both newer and older tracks significantly. This year’s trends indicate Generation Z artists and fans are increasingly turning to songs from past decades, mixing nostalgia with modern creativity.
Despite the platform being primarily known for its vibrant connection to the current pop scene — as exemplified by the booming popularity of Charli XCX’s album, which inspired young fans to embrace chaotic aesthetics — TikTok users have been mining the rich archives of eternal classics. According to reports, 19 out of the top 50 tracks on British TikTok this year came from songs more than five years old. This is the highest proportion since TikTok started tracking these trends back in 2021.
What’s even more astonishing is this trend is not just UK-centric. Globally, about 20 of the top 50 tracks on TikTok came from older back catalogues, with the iconic 1984 hit “Forever Young” by the German synth-pop band Alphaville leading the way. This track thrived from its usage on various TikTok challenges, becoming intertwined with the app's social elements.
Toyin Mustapha, TikTok’s head of music partnerships for the UK and Ireland, spoke about the platform's role, stating, "It has really democratised music." This highlights how TikTok gives equal opportunity to both new releases and older tunes, allowing artists at any point in their careers to reach wider audiences.
Adding to its catalog of classics, tracks like “Champagne Coast” by Blood Orange, released over ten years ago, made waves again, landing the no. 2 spot among trending tracks on TikTok. It garnered over 1.1 million posts this year, significantly contributing to its rebirth on music charts, peaking at no. 16 on the UK charts thanks to TikTok’s influence.
Interestingly, the revitalization of older songs is occurring side by side with the successful launch of new singles. For example, “Nasty” by Tinashe seized first place this year among TikTok music posts, symbolizing the dual impact TikTok has on the music scene, blending both heritage and emergent artistry.
With this digital trend, musicians are also finding themselves more empowered. George Birge, an up-and-coming artist, shared how TikTok helped propel his career from obscurity to recognition. His viral hit “Beer Beer, Truck Truck” soared from mere 50 followers to 130,000, mainly due to its reach with nearly 3 million views. Reflecting on the experience, Birge remarked, "Social media has been incredibly impactful. It removes the barriers of entry,” adding, “The fact people can create music and have it recognized based solely on talent is something special.”
This sentiment resonates broadly within today’s music environment, where traditional record labels no longer hold all the cards. According to Birge, streaming and platforms like TikTok are leveling the playing field, granting aspiring musicians the chance to succeed without the clout of mainstream music entities.
While the platform’s cultural impact grows exponentially, its future remains uncertain. A looming threat of the U.S. government’s decision to potentially ban TikTok could pose risks for the music community, as Birge noted. He expressed concern about the potential ban but maintained faith in the role of social media for musicians regardless of the platform. "Whether it’s TikTok or Instagram or whatever, so long as artists have the means to express and share their music, they can rise and connect with audiences directly,” he remarked.
Other artists and academics have also pointed out the unique appeal the platform has for younger generations seeking music beyond the mainstream. Dr. Holly Tessler, from the University of Liverpool, observed this trend among younger music fans as they explore the vast musical history available to them. She argues, “A good song is just good music,” reflecting how contemporary audiences view classic artists like The Beatles and modern names like Taylor Swift with equivalence.
It’s evident TikTok is not merely reshaping music consumption but redefining how generations engage with music, both new and classic. This phenomenon is poised to continue shaping the industry, making tracks from decades past feel vibrant and relevant once again.
So, as it stands now, TikTok is the stage where artists, whether they represent fresh hits or classic gems, can achieve stardom, reminding us all of the timeless magic of music.
