Fragmented Music Marketing Driven by Digital Media: The Case of TikTok

Abstract

In the context of the digital era, music marketing has undergone a significant shift towards fragmented strategies, with the rise of the TikTok platform playing a key role. TikTok, as a new type of social media in digital media dissemination, has played a crucial role in music promotion with its short video format. The marketing approach of "music + short video" has thus emerged. Its fragmented content not only quickly attracts widespread attention in the era of digital fragmentation but also has a significant impact on music charts. TikTok's data-driven strategy provides precise audience preference information for customized music marketing. The platform's encouragement of user-generated content and the multi-layered, multi-dimensional integration and interaction between artists and audiences are the core elements of its successful fragmented music marketing. This paper focuses on analyzing fragmented music marketing methods in the digital media environment, using TikTok as the main case study and applying the 4R theory (Relevancy, Reaction, Relationship, and Reward) as the research framework. It emphasizes the transformative role of digital platforms like TikTok in promoting fragmented music marketing. The research includes its algorithms, user interaction models, and marketing strategies. It aims to present the dynamics of music promotion and consumption in the emerging digital environment, showing a trend where the future of music marketing will increasingly rely on flexible strategies adapted to digital trends, and will permeate the continuously developing user interaction and digital media environment in a fragmented form.