It is now a fact that TikTok success has become a prerequisite for success in the music business. This is especially true for independent musicians. But what happens when a TikTok video gets viral? This is the subject of a new documentary.
The documentary, which was co-produced by Vox and The Pudding, looks at how TikTok is affecting the music business as a whole. TikTok is pushing music discovery in ways senior music executives never imagined possible, beyond just 'going viral' as a prerequisite.