TikTok and YouTube Offer New Performance Outlets for Musicians
As late-night TV music slots dwindle, platforms like TikTok and YouTube are providing artists with new avenues to reach audiences and advance their careers.
The landscape for music discovery is shifting as traditional television programs cut back on musical performances. The end of "The Late Show with Stephen Colbert" and reduced performance slots on shows like "The Tonight Show Starring Jimmy Fallon" have diminished artists' television exposure. This trend is prompting many musicians to turn to digital platforms such as TikTok and YouTube to find new listeners.
Historically, late-night talk shows have served as a crucial platform for artists seeking to reach broader audiences. For instance, Future Islands' 2014 performance on "The Late Show with David Letterman" significantly boosted their popularity and secured them festival appearances. Bassist William Cashion noted that while their team didn't anticipate a major impact, the appearance proved to be a turning point for the band.
Today, TikTok and YouTube have emerged as key platforms for music discovery. Numerous artists, including Gigi Perez and Malcolm Todd, have achieved breakthroughs or secured record deals through viral hits on these platforms. Even established artists like Weezer have experienced resurgent popularity via TikTok. Beach Bunny singer Lili Trifilio observes that while late-night shows remain valuable, much of the promotional responsibility has shifted to artists themselves through social media.
Digital media is also enabling new interpretations of traditional formats. Julian Shapiro-Barnum's YouTube show "Outside Tonight," for example, features live performances in outdoor settings and has been recognized for supporting independent artists. This development indicates that even as traditional television offers fewer opportunities, new digital platforms are creating space for music discovery and career advancement in novel ways.