From TikTok to Spotify: Music Marketing Trends in 2025

Are major labels still running the show?

“Not quite. Independent artists are rewriting the rules of independent music promotion—find out how you can too, using the latest marketing trends.”

In today’s music industry, the rules are changing constantly. Artists are quickly changing how they promote music, using AI, social media, and streaming. To succeed, musicians need to stay ahead of the latest trends and understand these changes. Let’s explore the key music marketing trends shaping the industry and how you can leverage them to your advantage.

Fan Power: The Driving Force of Music Success

Major label backing no longer guarantees success. Today, fans have more power than ever. Listeners decide what’s hot by pushing songs up the charts with their shares, likes, and streams. Artists who tap into this power—especially independent musicians using social media—can see their careers skyrocket. Even major players like Taylor Swift are no longer the definitive measure of what’s trendy; instead, independent artists and those who embrace platforms like TikTok are witnessing the biggest breakthroughs.

Debunking Spotify Playlist Myths

A prevailing myth is that major labels dominate Spotify playlists, leaving little room for independent musicians. The truth is more nuanced. Playlists like “New Music Friday” often showcase a broad range of artists, with a significant share coming from indie labels or even unsigned acts. This diversity shows that while major label support can help, it’s far from the only path to playlist success. Independent artists are seeing their music featured across playlists, helping them grow their fanbase without big-label backing.

Spotify Listener Insights: Where Do You Stand?

Let’s talk numbers. If you have 1,000 monthly listeners on Spotify, congratulations—you’re already in the top 8% of all musicians on the platform. With 100,000 listeners, you’re in the top 1%, meaning you’re among a select group seeing real engagement. It’s a stark contrast to the 82 million tracks on Spotify, over half of which have less than 500 plays. This data shows that while competition is fierce, standing out is very possible, especially with the right promotional strategies.

TikTok: The Modern Music Launchpad

Few platforms have reshaped music marketing as much as TikTok. Its powerful algorithm means that any song—even one by an unknown artist—can go viral if it catches the right wave of user interest. Conventional advice may say to post often, but TikTok for Musicians is a quality game: musicians who post interesting stories just 10 times a week can make a big impact. Importantly, TikTok users are twice as likely to follow up by streaming a song they discover there, making it a key platform for turning viewers into listeners.

How to Make TikTok Work for You

To succeed on TikTok, artists should create videos showing the best part of their songs. This means identifying the catchiest hook and creating short, memorable clips that captivate viewers. Even longer tracks can find success when the right segment is used. Using hashtags, adding lyric captions, and employing storytelling elements are all ways to boost engagement and make your clips shareable.

The Truth About Spotify Uploads

There’s a common misconception that 60,000 songs are uploaded to Spotify daily, but the real number is closer to 23,000. Even so, with 82 million tracks on the platform, only a small fraction get significant plays. In fact, 79.1% have fewer than 5,000 plays. This reality might seem daunting, but it also represents a massive opportunity for those willing to actively promote their music. If your song has a great hook and a well-crafted TikTok campaign, you’re already well ahead of much of the competition.

Using Spotify’s Algorithm for Cross-Promotion

Another strategy for increasing your reach on Spotify is to leverage multiple projects. Artists who are part of bands and also release solo material can cross-promote effectively by tagging themselves as a primary artist across different projects. Acts like Boygenius and 100 gecs use this tactic to make sure that both their solo and group endeavors benefit from each other’s popularity, creating a virtuous cycle of increased exposure.

Don’t Overlook YouTube

It might seem like TikTok has stolen the spotlight for independent music promotion, but YouTube remains an incredibly powerful tool. For teenagers—arguably the most important demographic for new music—YouTube is still king, with 93% preferring it to other platforms. Musicians should take advantage of YouTube’s unique strengths, such as its ability to showcase longer content, interviews, and behind-the-scenes footage, all of which build deeper connections with fans over time.

TikTok Algorithm Hacks

To maximize TikTok’s potential, artists should use the power of repetition. Creating different videos with the same song hook—but altering the visuals, storylines, or even using different hooks—can help make your song memorable for viewers. The more times people hear your track, the more likely it is to stick. Hashtags, perfect video looping, and creating content with a focus on shareability are key elements for driving virality.