Decolonizing the Music Industry: A Case Study of Independent Music Artists on TikTok

Abstract

This study explored how TikTok contributes to the decolonization of the music industry, examining how independent music artists playfully utilize the platform and its affordances. With its wide reach and diverse user base, TikTok provides a platform for emerging music artists who are traditionally marginalized by the Western music structures to engage global audiences. The study employed a framework that operationalizes decolonization into cultural empowerment, decentralized music promotion, and audience participation. A content analysis was conducted on three case studies: @claudiaoverhere, @vaticanjail, and @natashafisher_. Findings from the analysis revealed that artists utilize TikTok to advocate for and showcase their heritage, contributing to cross-cultural appreciation, cultural inclusivity and empowerment. Additionally, decentralized promotion strategies were identified, showing how artists increase visibility through TikTok’s emergent affordances, playfully expressing their identities and appropriating sounds and formats. Furthermore, the study highlighted TikTok's role in democratizing the artist-fan relationship by facilitating direct interactions between artists and international audiences, allowing communities to be fostered. While acknowledging the limitations from case study selection and language bias, the study nonetheless offers valuable insights into TikTok's democratizing potential for the music landscape. Future research could explore long-term impacts and conduct comparative analyses with other social media platforms.