Classic songs are experiencing a revival among Generation Z on TikTok, leading to a decline in new music consumption. Iconic tracks from bands like The Police and Alphaville are re-entering music charts, with over 70% of streaming content now comprising older songs. TikTok has become a key player in this trend, with many hits gaining popularity on the platform before their official release. This shift raises questions about the future of bands in a landscape dominated by solo artists and strategic promotional campaigns by record labels.
The resurgence of classic tunes among ‘Generation Z’ on TikTok is leading to a noticeable decline in the consumption of new music. Iconic bands like The Police and Alphaville are making a comeback on the music charts, driven by a strategic collaboration between the music industry and TikTok.
Today’s music landscape is witnessing an unprecedented interest in older tracks. In the United States, the proportion of classic songs and albums in music streaming has surpassed 70 percent and is steadily rising. By 2025, German charts will feature nostalgic hits like ‘Forever Young’ by Alphaville, ‘Don’t Stop Believin” by Journey, and ‘Every Breath You Take’ by The Police, marking a significant shift from the previous dominance of new releases. What’s behind this intriguing phenomenon?
Streaming platforms such as Spotify and Apple Music provide access to music from various eras, with streaming counts influencing chart rankings. However, many classic songs are being rediscovered on TikTok, the platform where users create short videos often paired with music. “It was a big surprise for the industry to see that the app could rejuvenate old songs,” explains TikTok’s music chief, Charlotte Stahl.
Virality of Hits on TikTok
Recent analysis indicates that about one in four hits in Germany’s singles charts gained popularity on TikTok before their official release. This trend applies not only to fresh tracks by emerging artists like Ski Aggu and Ayliva but also to timeless classics. For instance, ‘Forever Young’ by Alphaville remarkably re-entered the Top 100 in August 2024, marking its first appearance since its original success in 1984, likely sparked by a TikTok video featuring Prince Harry.
Currently, there are over a million TikTok videos using the song, often filled with nostalgic family moments. As a result, streaming figures on other platforms have surged, contributing to chart rankings.
In earlier times, bands ruled the German singles charts, but the current landscape is dominated by solo artists. Is this a sign that bands are becoming obsolete?
Surprising Reactions from Artists
“Everyone is going wild. What is happening?” In a heartfelt video, English indie artist Imogen Heap expressed her astonishment in early February. After joining TikTok, several of her songs—each over 20 years old and previously unnoticed—suddenly gained traction. “Are we living in a multidimensional time universe where everything occurs with a delay?” she muses. “By the way, I have a new song, but you probably won’t appreciate it for another 20 years. That’s fine.”
A prime example of this trend is Fleetwood Mac’s ‘Dreams.’ In 2020, a TikTok video showcasing the 1977 classic went viral, especially captivating ‘Generation Z,’ those born roughly between 1995 and 2010. The video featured an American warehouse worker skateboarding while sipping cranberry juice, lip-syncing to ‘Dreams’: “It’s only right that you should play the way you feel it.”
The clip garnered millions of views, leading Mick Fleetwood to recreate the moment in his own video. Consequently, the song re-entered the Top 100 across multiple countries in 2020.
The Democratic Nature of TikTok
TikTok promotes a vision of ‘democratizing the music industry’: suggesting that it is the community, not the platform, that determines a song’s success. “We cannot predict or control what becomes popular,” Charlotte Stahl admits. “Every track has an equal opportunity for success.”
Nevertheless, it’s worth noting that some behind-the-scenes assistance is often involved. Record labels tend to keep their strategies under wraps: One major label declined to disclose its methods, while another did not respond to inquiries about the topic. However, Charlotte Stahl reveals that re-evaluating older catalog songs has become a favored strategy among various labels, leading to targeted promotional campaigns.
Strategic Campaigns Unveiled
In these campaigns, the goal is to revive interest in older songs, sometimes leveraging influencers or dance challenges. It’s important to note that not all viral content is categorized as advertising, suggesting that the success of these videos may not always stem from a democratic process.
Nicolas Ruth, a professor of digital communication in the music industry at the University of Music and Theatre in Munich, echoes this sentiment. He analyzes TikTok’s dynamics and believes that while the platform positions itself as a music discovery hub, many successful campaigns involve deliberate efforts from teams aiming to boost visibility and engagement.
This topic was reported by WDR ‘Aktuelle Stunde’ on August 19, 2024, at 11:12 AM.