TikTok Artists Are Looking at Music Industry Events to Build Their Brands

A growing number of artists aiming to establish themselves in the music industry are turning to TikTok, where a viral song can get the attention of record labels and agents. But TikTok fame can only get you so far. Take rising country music artist Tayler Holder, who has 24.4 million combined followers on TikTok and Instagram. After spending two years in Nashville to focus on his music, he now wants to move beyond being known as a TikToker. One way that Holder and others are trying to gain recognition is through showcases, which are curated events where artists perform live in front of industry professionals, including talent bookers, music supervisors, label executives, and media representatives. The goal of showcases is to meet attendees who are talent bookers, radio DJs, and music executives looking for people to play festivals or get on the radio. In September, Holder attended a three-day showcase called Elevation Beaver Creek that took place in Beaver Creek, Colo. He performed in front of various music executives with hopes of staying top of mind. Bobbii Jacobs, president of FF Entertainment, which organizes showcases like Elevation Beaver Creek and Live In The Vineyard, the goal is to match up music executives with the right type of talent. "You showcase, and then you schmooze and hang and get to know everyone," she said. @itstaylerholder McHenry IL, thank y’all so much!! Long Beach CA and Russelton PA i’ll see you guys on Sep. 21st and 28th! Tix 🔗 in bio ♬ original sound - Tayler Holder In one example, artist Charlotte Cardin's song was featured in an episode of Netflix's Love Is Blind after meeting music supervisor Jon Ernst at another showcase called Live in the Vineyard that Jacobs' company produces. And Bebe Rexha's music was featured in an episode of Pretty Little Liars as a result of meeting music supervisor Brittany Whyte from an event. ADWEEK spoke to Holder about why he chose to participate in the showcase. This conversation has been edited for clarity and brevity. ADWEEK: Where did your interest in music stem from? Tayler Holder: I've always loved music and instruments. I started playing guitar when I was 10. My grandma got me my first guitar when I was 10 years old, and I just kept learning how to play it. I was always into music, but I honestly could not sing. When I went out to social media, I became more successful in that realm. I got to meet other artists who were out there and met producers and songwriters, and they all helped me out a little bit. I got in the studio, and I wanted to make a song. I fell in love with the creative side of it there. And I was like, I'm gonna figure out how to do this. I started singing, probably when I was 18 years old, 19, maybe, and I just stayed in it. Was there a pivotal moment when you decided to lean fully into music? The moment I decided that I could probably do that was when I moved to Nashville two years ago. I got an opportunity to come out to Nashville for the first time and play CMA Fest with a good friend of mine named Raina Roberts. We had a song together, so I just came out to sing one song. I was good friends with Parker McCallum. I was getting lunch with him, and I was talking to him about music, and he's like, 'I'd love to write you something.' Stuff just started moving so fast. I felt like I got more done in a week here than I did in eight years out in LA. And it was never more clear that. Now that you’ve gained a large following, do you feel you can test out new ideas to see what resonates? We're still so new on the music side of stuff where it does help. It's not just like I have millions of followers so I'm going to get millions and millions of streams, because there's a stigma around TikTokers. There have been so many TikTokers that have tried to do music, and in my opinion, kind of hurt the people—like me—that genuinely really love it and want to be here for a long time. How did you feel about participating in the showcase Elevation Beaver Creek? Coming from TikTok, I have a lot to prove. Early on, you'd have these influencers that had one big song because of a platform. Labels would sign it, put a bunch of money into it, and then it would go nowhere. I think that labels and people in the industry hear TikTok artists, it gets them a little standoffish until we prove ourselves. What are you most looking forward to next year? The things that I'm planning to release because I've gotten to write with such amazing people. The music that I'm going to release is just so much better than anything I've put out. We have a new release strategy. We have all these things going into play. And we're planning an EP. We're planning so much music.

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TikTok Artists Are Looking at Music Industry Events to Build Their Brands

Tayler Holder is an example of how social stars are trying to break out beyond the app

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