Dear members, dear network partners,

TikTok has been one of the most important tools in the digital marketing mix of artists and labels for quite some time: 80% of the tracks in the Spotify Viral Charts are almost exclusively influenced by the platform and its strong connection to music. In German-speaking countries, users from the music industry are still reluctant and the platform is polarizing. TikTok is still unjustly considered a platform for young people, where funny videos are uploaded. This is by no means the case; meanwhile, all musical niches and age groups are successfully taking place on TikTok.

In this workshop, Steffen Geldner presented TikTok as a marketing tool for musicians*. Digital self-marketing has changed fundamentally in recent years. While it used to be possible to grow quickly organically through good content, the marketing of music content has become much more complex due to algorithm- and data-driven platforms. With TikTok there is (still) the chance to grow fast organically and without using big budgets.

After an introduction to the TikTok algorithm, Steffen went into the connection between TikTok and music and talked about the sounds and artist page, playlists and targeting, among other things. This workshop also aims to give participants a hands-on understanding of what content currently works best on TikTok and how it can be used most effectively. Reach increase, hashtags and analytics are also part of this workshop. An essential part of the talk consists of presenting best practices from a wide variety of musical niches.

About Steffen Geldner
Steffen Geldner is, among other things, the founder of BERMVDA GmbH, a collective for talent, music and marketing. In this context he takes care of the management of musicians and influencers and runs the label antischlager. In addition, he advises creative professionals in the field of digital marketing. He is also a lecturer at universities in Germany, Europe and the USA, focusing on digital music marketing. In addition, he gives social media workshops – always with a focus on the music industry. At the Popakademie Baden-Württemberg, he worked for six years as a project manager for digital innovation, where he developed the curriculum with a digital focus, among other things.