And as TikTok has become an essential promotional tool for labels and artists alike, the company's music operations and artist and label relations employees have become industry tastemakers.
The company also closely watches patterns in its users' videos to identify new songs that are gaining popularity and could benefit from more in-app exposure. "The focus track that they really wanted to push was 'Captain Hook,' and they had all of these creative ideas of how they wanted to roll it out," said Isabel Quinteros, TikTok's senior manager of music partnerships and artist relations.
"There's always that question of like, 'Hey, TikTok is cool but I don't really want to dance. It's just not my thing.' And so there's a lot of educational best practices that come into play," Quinteros said. "Ultimately the goal is for them to have fun with the app and be able to connect with fans and be creative and that's kind of what guides the work that we do.
TikTok influencers are getting paid thousands of dollars to promote songs, as the app becomes a major force in the music industry : Business Insider spoke with the marketing team at Sony Music's Legacy Recordings to learn about its strategy for promoting trending songs on TikTok.
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