Trends: The TikTokification of Classical Music

Why it is the topic trending:

• Reaching New Audiences: Classical music has traditionally struggled to engage younger demographics. TikTok provides a platform to bypass traditional gatekeepers (concert halls, elite institutions) and reach a vast, younger audience who might not otherwise encounter classical music.

• Shifting Consumption Habits: Younger generations are increasingly consuming content through short-form video. Classical music adapting to this format aligns with their preferred modes of discovery and engagement.

• Democratization of Music: Social media platforms offer a low barrier to entry, allowing musicians from diverse backgrounds to showcase their talent and build a following, potentially outside the traditional classical music establishment.

• Evolution of Music Engagement: The trend reflects a broader shift in how audiences discover, talk about, and share music.

Overview:

The "TikTokification of Classical Music" describes the growing trend of classical musicians utilizing the short-form video platform TikTok to share their performances, engage with audiences, and redefine what it means to be a classical musician in the digital age. By blending virtuosic musicianship with humor, meme culture, and digital storytelling, these artists are reaching millions, potentially reshaping the future and accessibility of classical music.

Detailed Findings:

• Successful Examples: Artists like the Australian duo TwoSet Violin have amassed large followings (over 1.2 million) by mixing serious musical talent with comedic and relatable content. Pianist and composer Chloe Flower is also highlighted for her "Popsical" style, blending classical with pop music, and reimagining contemporary hits in a classical context.

• Adapting to the Platform: TikTok's algorithm favors immediate and engaging content. Classical musicians are adapting by looping iconic phrases, participating in trending audio challenges using classical instruments, and offering behind-the-scenes glimpses into their lives, practices, and performances.

• Democratizing Discovery: TikTok provides a platform for musicians who might not have had access to traditional pathways in classical music, allowing them to build careers through viral moments and digital content creation.

• Industry Response: Traditional institutions like the Australian Youth Orchestra and Melbourne Symphony Orchestra are also joining TikTok, aiming to connect with younger audiences. However, some artists within the classical music world remain skeptical about the long-term impact or potential dilution of the art form.

• Potential for Long-Term Impact: The article draws a parallel to the "BookTok" community and its significant influence on the publishing industry, suggesting that the rise of classical music on TikTok could lead to a similar, significant shift in audience engagement and discovery.

Key Success Factors of Product (Trend):

• Immediacy and Personality: TikTok rewards content that is instantly engaging and showcases the creator's personality, qualities that are being embraced by classical musicians.

• Humor and Relatability: Mixing serious musicianship with humor and relatable scenarios, as seen with TwoSet Violin, makes classical music more approachable to a wider audience.

• Adaptation to Short-Form: Utilizing short, attention-grabbing formats like loops, trending sounds, and behind-the-scenes glimpses caters to the consumption habits of TikTok users.

• Bridging Genres: Blending classical music with contemporary pop trends, as done by Chloe Flower, creates a unique and accessible entry point for new listeners.

Key Takeaway:

TikTok is significantly changing how younger audiences discover and engage with classical music. While some purists may have reservations, the trend presents a vital opportunity to keep the tradition alive by making it more accessible, relatable, and entertaining for a new generation.

Main Trend:

The "TikTokification of Classical Music" – the adaptation and popularization of classical music through the short-form video format of TikTok.

Description of the Trend:

Classical musicians are actively using TikTok to create short, engaging videos that showcase their talent in novel and often humorous ways. This includes performing snippets of famous classical pieces, offering educational content, participating in TikTok trends with classical instruments, creating comedic skits related to classical music culture, and collaborating with other creators. The goal is to break down the perceived barriers of classical music and make it more accessible and appealing to a broader, younger audience unfamiliar with the genre.

What is Consumer Motivation:

• Curiosity and Discovery: Young users on TikTok are exposed to classical music in unexpected and engaging ways, sparking curiosity and leading to discovery of a genre they might not have sought out otherwise.

• Entertainment: The humor, relatability, and creative presentations make classical music entertaining and enjoyable in a format they are already familiar with.

• Accessibility: Short-form videos make classical music feel less intimidating and more approachable than traditional concerts or formal recordings.

• Connection with Artists: TikTok allows for a more direct and personal connection with musicians, fostering a sense of community and making the artists feel more relatable.

What is Driving Trend:

• TikTok's Algorithm: The platform's algorithm favors engaging and shareable content, allowing creative classical musicians to reach a large audience organically.

• Desire for Novelty: Young audiences are constantly seeking new and interesting content. Classical music presented in a fresh and innovative way stands out on the platform.

• Musician's Need for Visibility: For young and emerging classical musicians, TikTok offers a powerful tool to gain visibility and build a following outside of traditional, often competitive, avenues.

What is Motivation Beyond the Trend:

Beyond the immediate appeal of TikTok, the underlying motivation could be a desire for:

• Cultural Enrichment: Some young people might be intrinsically drawn to the beauty and complexity of classical music but needed a more accessible entry point.

• Emotional Connection: Music in general, including classical, provides an emotional outlet and can resonate deeply with individuals regardless of genre.

• Appreciation for Skill and Artistry: The virtuosity and dedication of classical musicians can be inherently impressive and captivating.

Description of Consumers Article is Referring to:

• Age: Primarily younger audiences, likely Gen Z and younger Millennials, who are active users of TikTok. The success of platforms like "BookTok" with this demographic supports this.

• Gender: The article doesn't specify a dominant gender, suggesting the appeal is likely broad.

• Income: Not explicitly mentioned, but the nature of TikTok as a free platform suggests income level is not a primary barrier to entry for these consumers.

• Lifestyle: Digitally native, comfortable with online content consumption, and likely open to exploring new forms of entertainment and information through social media. They value authenticity and relatability from content creators.

• What kind of music they like: While initially perhaps not traditional listeners of classical music, their engagement on TikTok suggests an openness to the genre when presented in an accessible and entertaining way. They are likely fans of various genres and meme culture.

• Are they frequent, low or moderate music listeners?: Likely moderate to frequent music listeners, given their engagement with music content on TikTok. They may primarily consume popular music genres but are open to discovering new things on the platform.

• What are their shopping preferences: Not explicitly mentioned, but they are likely influenced by social media trends and recommendations, potentially leading to increased engagement with classical music performances, recordings, or related content if effectively marketed.

Implications for Brands:

• New Avenues for Engagement: Brands can partner with classical musicians on TikTok for unique and engaging content, reaching a younger demographic in an unexpected way.

• Sponsorship Opportunities: Sponsoring content or events related to the "TikTokification" of classical music can position brands as innovative and supportive of the arts.

• Leveraging Trends: Brands can tap into classical music trends on TikTok for creative marketing campaigns, aligning their messaging with engaging and viral content.

Implications for Society:

• Increased Cultural Awareness: More young people being exposed to classical music can lead to greater cultural appreciation and understanding.

• Breaking Down Stereotypes: The trend can challenge traditional perceptions of classical music as elitist or inaccessible.

• Support for the Arts: Increased interest and engagement could translate to greater support for classical music institutions and artists in the long run.

Implications for Consumers:

• Easier Access to Classical Music: Discovering and enjoying classical music becomes more convenient and less intimidating.

• New Forms of Entertainment: Engaging with classical music through TikTok offers a fresh and entertaining experience.

• Deeper Connection with Artists: Social media allows for more personal and direct interaction with musicians they admire.

Implications for Music Industry:

• Potential for Audience Growth: TikTok can be a powerful tool for expanding the audience for classical music, particularly among younger demographics.

• New Marketing and Promotion Strategies: The industry needs to adapt its marketing strategies to leverage the power of short-form video content.

• Rethinking Artist Development: Artists who are comfortable with creating engaging digital content may have an advantage in reaching wider audiences.

• Debate on Authenticity: The industry might grapple with questions about maintaining the integrity and depth of classical music within the short-form video format.

Consumer Trend:

• Accessible Entertainment: Consumers, especially younger generations, are increasingly seeking easily digestible, entertaining content that fits into their fast-paced digital lives.

Consumer Sub Trend:

• Genre Blending Discovery: Consumers are more open to discovering and enjoying genres outside their usual preferences when presented in innovative and relatable ways, often through social media platforms.

Big Social Trend:

• Democratization of Content Creation and Consumption: Social media platforms empower individuals to become content creators and provide access to a diverse range of content, bypassing traditional gatekeepers.

Worldwide Social Trend:

• Rise of Short-Form Video: Globally, short-form video platforms like TikTok have become dominant forces in entertainment, communication, and information sharing.

Social Drive:

• Connectivity and Community: Social media platforms thrive on connecting people and fostering a sense of community around shared interests, including music.

Music Trend:

• Genre Fluidity: The lines between musical genres are becoming increasingly blurred as artists experiment with cross-genre collaborations and interpretations.

Learnings for Brands to Use in 2025:

• Explore Authentic Partnerships: Collaborate with classical musicians on TikTok who genuinely resonate with younger audiences. Authenticity is key.

• Focus on Creative and Engaging Content: Avoid traditional advertising approaches. Instead, work with artists to create content that is entertaining and informative within the TikTok format.

• Target Niche Communities: Identify specific classical music sub-genres or artist communities on TikTok that align with your brand's values and target audience.

Learnings for Music Industry to Use in 2025:

• Invest in Digital Content Creation: Support classical musicians in developing engaging short-form video content. Provide resources and training.

• Embrace TikTok as a Discovery Platform: Recognize TikTok's potential to introduce new listeners to classical music and incorporate it into marketing strategies.

• Bridge the Online and Offline Experience: Encourage TikTok followers to attend live performances and engage with classical music in more traditional settings.

Learnings for Artists & Bands to Use in 2025:

• Experiment with Short-Form Video Formats: Don't be afraid to try different approaches, from serious performances to humorous skits and behind-the-scenes content.

• Engage Directly with Your Audience: Respond to comments, participate in trends, and foster a sense of community with your followers.

• Collaborate with Other Creators: Reach a wider audience by collaborating with other musicians and content creators on the platform, both within and outside the classical genre.

Strategy Recommendations for Brands to Follow in 2025:

• Launch Branded Content Series: Sponsor a series of short, engaging videos featuring classical musicians on TikTok that subtly integrate your brand or product in a relevant way.

• Host TikTok Challenges or Contests: Create interactive campaigns that encourage users to engage with classical music in creative ways, with brand-related prizes.

• Partner with Influential Classical Music TikTokers: Collaborate with established creators to reach their existing audience and build brand awareness.

Strategy Recommendations for Music Industry to Follow in 2025:

• Establish TikTok Talent Incubator Programs: Invest in programs that support emerging classical musicians in developing their TikTok presence and content creation skills.

• Create Official TikTok Channels for Orchestras and Institutions: Develop engaging content that showcases the artistry and excitement of classical music in a TikTok-friendly format.

• Utilize TikTok Data to Understand Audience Preferences: Analyze trends and engagement metrics on TikTok to inform broader marketing and artist development strategies.

Strategy Recommendations for Artists & Bands to Follow in 2025:

• Develop a Consistent Content Calendar: Regularly post engaging videos to keep your audience interested and attract new followers.

• Find Your Unique Niche and Voice: Identify what makes your content stand out, whether it's a particular instrument, style, or comedic approach.

• Use Relevant Hashtags and Trending Sounds: Increase the discoverability of your content by utilizing popular TikTok features.

Final Note:

• Core Trend:

  • Digital Renaissance of Classical Music: Classical music is experiencing a resurgence in popularity and accessibility through its adaptation to digital short-form video platforms like TikTok, reaching new and younger audiences globally.

• Core Strategy:

  • Embrace Digital Engagement: For all stakeholders (brands, industry, artists), the core strategy is to actively embrace and invest in creating authentic and engaging content for digital platforms, particularly TikTok, to connect with a wider and more diverse audience.

• Core Music Trend:

  • Genre Accessibility through Digital Formats: Traditional genres like classical music are becoming more accessible and appealing to new audiences through innovative digital presentations and genre-blending approaches.

• Core Consumer Motivation:

  • Entertained Discovery: Consumers are motivated by discovering new interests and forms of entertainment in easily digestible and engaging formats, often driven by curiosity and a desire for connection.

Final Conclusion:

The "TikTokification of Classical Music" represents a significant shift in how this historical art form is being discovered and consumed. It presents immense opportunities for audience growth, breaking down traditional barriers, and ensuring the longevity of classical music in the 21st century. For brands, the music industry, and artists alike, embracing this digital transformation with creativity and authenticity is crucial for future success and engagement.

Core Music Trend: Genre Accessibility through Digital Formats:

Description:

This trend signifies a fundamental shift in how music genres, particularly those perceived as niche or traditionally less accessible (like classical music), are reaching and engaging new audiences. The rise of digital platforms, especially short-form video platforms like TikTok, has created new avenues for musicians and enthusiasts to present and consume music in formats that cater to contemporary digital habits. This trend breaks down traditional barriers to entry and fosters a more inclusive and diverse landscape for music discovery and appreciation.

Key Characteristics of the Trend (Summary):

• Democratization of Access: Digital platforms lower the barrier for both creators and listeners to engage with various music genres.

• Format Adaptation: Genres are being adapted into shorter, visually-driven, and often remixed formats to suit digital consumption habits.

• Increased Discoverability: Algorithms on these platforms can expose users to genres they might not actively seek out through traditional channels.

• Blurring Genre Boundaries: Artists are increasingly blending genres and incorporating elements from different musical traditions in their digital content.

• Emphasis on Personality and Engagement: Success often depends on the artist's ability to connect with their audience on a personal level, utilizing humor, relatability, and behind-the-scenes glimpses.

Market and Cultural Signals Supporting the Trend (Summary):

• Dominance of Short-Form Video: The massive popularity and influence of platforms like TikTok highlight the consumer preference for short, engaging video content.

• Success of "Genre-Blending" Artists: Artists who successfully fuse classical music with pop or other contemporary genres (like Chloe Flower) demonstrate the audience's appetite for this approach.

• Institutional Adoption: Traditional classical music organizations (like the Australian Youth Orchestra and Melbourne Symphony Orchestra) are joining TikTok, signaling an understanding of the need to adapt to digital trends.

• Comparison to "BookTok": The article draws a parallel to the significant impact of "BookTok" on the publishing industry, suggesting a similar potential for music discovery and engagement.

• Demand for Authenticity and Relatability: Consumers, particularly younger audiences, value authentic content creators and are drawn to personalities that make even traditionally formal genres feel more approachable.

How the Trend Is Changing Consumer Behavior (Summary):

• Passive Discovery: Consumers are increasingly discovering new music genres serendipitously through algorithmic recommendations on digital platforms, rather than solely through active searching.

• Shift in Engagement Metrics: Engagement is no longer solely measured by album sales or concert attendance but also by likes, shares, comments, and the creation of user-generated content inspired by the music.

• Shorter Attention Spans: Consumers are increasingly accustomed to consuming content in short bursts, leading to a preference for concise and immediately engaging musical experiences.

• Increased Openness to Genre Exploration: The accessible and often entertaining presentation of genres on digital platforms can lower inhibitions and encourage consumers to explore music outside their typical preferences.

• Direct Interaction with Artists: Consumers expect and value direct interaction with artists through social media, fostering a sense of connection and community.

Implications Across the Ecosystem (Summary):

• For Brands and CPGs: Opportunity to reach younger, diverse audiences through collaborations with classical musicians on digital platforms for unique and engaging content.

• For Retailers: Potential to leverage trending classical music on social media for marketing campaigns and to create themed experiences that resonate with younger consumers.

• For Consumers: Easier and more entertaining access to a wider range of music genres, fostering greater cultural appreciation and potential for direct interaction with artists.

• For Music Industry: Necessity to adapt marketing and artist development strategies to prioritize digital content creation and engagement. Opportunity to expand the audience for traditionally niche genres.

• For Artists & Bands: Powerful new platform to gain visibility, build a following, and connect directly with fans. Importance of developing digital content skills and finding a unique online persona.

Strategic Forecast:

This trend of genre accessibility through digital formats is likely to continue and intensify in 2025 and beyond. Short-form video platforms will remain crucial for music discovery and engagement, particularly for younger generations. We can expect to see:

• Further Blurring of Genre Lines: More artists will experiment with blending classical music with other genres to create viral and engaging content.

• Increased Investment in Digital Content: The music industry and individual artists will allocate more resources to producing high-quality, short-form video content.

• Growth of Niche Music Communities Online: Digital platforms will continue to foster the growth of vibrant communities around specific sub-genres and artists within traditionally niche categories.

• Integration with Other Digital Experiences: Music consumption will likely become even more integrated with other digital experiences, such as gaming, virtual reality, and interactive content.

• Emphasis on Authenticity and Storytelling: Artists who can authentically connect with their audience through storytelling and personal engagement will thrive in this evolving landscape.

Final Thought:

The trend of genre accessibility through digital formats, exemplified by the "TikTokification of Classical Music," signifies a democratization and evolution of music engagement. It highlights the power of digital platforms to break down traditional barriers and connect artists with new audiences in meaningful ways, ultimately enriching the global musical landscape.

Source: https://www.artshub.com.au/news/features/the-tiktokification-of-classical-music-2796556/