MBW’s Stat Of The Week is a series in which we highlight a single data point that deserves the attention of the global music industry. Stat Of the Week is supported by Cinq Music Group, a technology-driven record label, distribution, and rights management company.
As of Thursday, Monday December 12, there have been just 14 No.1 singles in the US this year.
That’s five fewer than there were in 2021, (when there were 19) and eight fewer than there were in 2020, when 22 tracks made it to No.1 on the Hot 100.
As it gets harder and harder to reach the top of the Hot 100, one thing is clear, in today’s music business, if a track does get to the singles chart summit, kingmaker TikTok likely played a role in its ascent.
According to TikTok’s end-of-year recap, 13 out of the 14 Billboard Hot 100 No.1 songs in 2022 “were driven by significant viral trends on TikTok”.
It was a similar story in the UK, with 10 of the 12 No.1s on the UK Official Singles Chart driven by virality on TikTok.
One of those No.1 hits in the US this year with significant TikTok traction was Harry Styles As it Was, which inspired the ‘As It Was’ challenge on the social media platform
Styles, via As it Was, is now the record holder for the longest-running US No.1 by a British artist ever (with 15 weeks at No.1). His single is also the third longest-running No.1 in Billboard Hot 100 history.
Another US mega-hit this year to inspire a TikTok challenge of the same name and spend a lengthy amount in the No.1 spot is Taylor Swift’s Anti Hero, which has now spent six weeks at No.1 on the Hot 100.
Commenting on TikTok’s role in driving wider commercial success for hits that do well on the platform, TikTok’s Global Head of Music Ole Obermann, said that “it’s clear that artist success travels to our platforms, with 13 out of 14 Billboard Hot 100 number ones supported by viral trends on TikTok”.
He added: “Our platform continues to unlock real-world opportunities for artists and labels, with a brilliantly engaged community who love to build connections with artists and their music, and the impact of that is undeniable.”
With its 1 billion users, the platform’s power in the marketplace to break and sustain hits and launch artists’ careers arguably gives it a lot of leverage in negotiations with rightsholders.
We noted in October that some in the music industry believe that labels are only licensing TikTok for sub-30-second videos which – some argue – act as promotion for properly monetized music on subscription platforms like Spotify or Apple Music. Others in the music industry argue that TikTok is growing off the back of music’s popularity on its platform.
The argument that music is playing a key role in TikTok’s growth has led some in the industry to suggest that the majors should strike ‘revenue-share’ agreements with TikTok in order to secure a guaranteed proportion of all revenue generated on music-led TikTok videos.
“Reflecting on 2022, it’s clear that artist success travels to our platforms, with 13 out of 14 Billboard Hot 100 number ones supported by viral trends on TikTok.”
Ole Obermann, TikTok
Ole Obermann, Global Head of Music said: “Reflecting on 2022, it’s clear that artist success travels to our platforms, with 13 out of 14 Billboard Hot 100 number ones supported by viral trends on TikTok.
“Our platform continues to unlock real-world opportunities for artists and labels, with a brilliantly engaged community who love to build connections with artists and their music, and the impact of that is undeniable.
Obermann added: “Our teams are working globally with artists, managers and labels to unleash the promotional and marketing power of TikTok – helping talent to secure record deals, brand collaborations, chart success, or be re-discovered decades later. A huge thanks to all our partners around the world for helping make TikTok for making TikTok what it is and here’s to 2023”.
Elsewhere in its end-of-year review, TikTok highlights Latin Music’s global rise on the platform.
Kim Loaiza had the most viewed artist account globally, while Bad Bunny enjoyed the biggest follower growth in 2022.
Tiktok reports that globally, 5 of the Top 10 accounts with the most video views during the year were owned by artists who make Spanish-language music.:
In addition, the Top 3 artists to gain the biggest follower growth on TikTok this year were Latin Music acts, including Bad Bunny, Karol G and Rosalia, respectively, while 50% of the Top 10 made Spanish language music (see below)
The Global Risers – Artists with Most New Followers
Bad Bunny
Karol G
Rosalía
Snoop Dogg
Kim Loaiza
Doja Cat
Billie Eilish
Shakira
BTS
BLACKPINK
“Our community embraces and engages with music like no other, putting their own spin on sounds and breathing new life into old hits.”
Paul Hourican, TikTok
Paul Hourican, Global Head of Music Operations, said: “This year, we’ve seen music from every genre and every market take off globally on TikTok. Swedish rapper Yung Lean has our most popular song of the year – closely followed by the talented Nicky Youre & dazy.
“Kim Loaiza and Bad Bunny brought Latin music to the world and no one could have predicted the global rap phenomenon that was ‘Jiggle Jiggle’ by Duke & Jones and Louis Theroux.
“Our community embraces and engages with music like no other, putting their own spin on sounds and breathing new life into old hits. These dedicated music fans, the artists and music creators and the sheer breadth and diversity of music is what we love about TikTok – I can’t wait to see what’s unearthed in 2023”.
