You are currently viewing How TikTok Is Evolving From Social Media App to Entertainment Platform

How TikTok Is Evolving From Social Media App to Entertainment Platform

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.

TikTok is one step closer to being an entertainment app. An example of this transition is its recent collaboration with Snoop Dogg.

In early 2022, Snoop Dogg acquired Death Row records becoming the owner of the infamous label’s catalog of music. A few months later, he announced he was removing the catalog from major streaming platforms with the intention of re-releasing it on his own entertainment app.

Though the status of his app is unclear, in 2023 Snoop Dogg decided to re-release the Death Row catalog on streaming platforms — after making it available exclusively on TikTok for a week.


Tha Dogg checcin in. Excited to tell y’all Death Row Records music is back for you to enjoy. Go get the songs on TikTok’s curated Death Row playlist available now 👊🏾🔥💨 #blackmusic #superbowl @musicontiktok @soundon

♬ Gin & Juice – Snoop Doggy Dogg

 Getting exclusive rights to a popular music catalog (even for a short time) is a major move for TikTok, as the app distinguishes itself from other social media platforms by taking an entertainment-first approach.

Prioritizing TikTok as part of a music rollout strategy can have a big payoff for artists and record labels. Compared to the general population, TikTok users are more likely to pay for music and artist merchandise.

In 2022, TikTok launched its music distribution platform SoundOn, which allows artists to distribute their music globally while maintaining ownership of royalties (a major gripe artists have with other streaming platforms).

While TikTok can be an effective tool for marketing new music, older songs have also seen a surge in popularity after going viral on the app.

Mariah Carey’s 2009 song “It’s a Wrap” has seen a recent surge in streams thanks to a popular TikTok dance featuring a sped-up version of the song.


Can i get a little commotion for the dress #fyp #foryou #foryoupage #celinedion

♬ It’s All Coming Back To Me Now – Céline Dion

 Celine Dion’s 1996 hit “It’s All Coming Back to Me Now” was the soundtrack of multiple popular TikTok trends in 2021 and 2022, which resulted in a boost in streams for the song.

Though some musicians have expressed disdain for creating TikTok-focused music, the influence TikTok has over how music is consumed and shared is hard to deny and unwise to ignore.

Marketing Snippets

The latest marketing news and strategy insights.

Instagram engagement rates for brands are on the decline. Here’s what that means.

The AI controversies marketers should avoid.

Dupes: three out of four consumers plan to continue buying generic items over brand names to save money.

AI Marketing Glossary: terms marketers should know.

Content creators: how three creators took their content from side hustle to full-time.

Snapchat just launched an AI-powered chatbot.

Social media metrics: what marketers need to be tracking in 2023.

New call-to-action