Inside the secret TikTok library that turns viral songs into brand soundtracks

As TikTok increasingly influences how businesses connect with customers online, it is also fostering a new economy centered around its commercial music library. A prime example is the song “Orla” by British DJ and producer Nimino, which has become a popular soundtrack for nearly 150,000 videos on the platform since its release in early March. This trend highlights TikTok’s role in shaping music consumption and promotion, as songs gain widespread recognition and usage through user-generated content. The app’s ability to propel music into viral status underscores its significance in the digital marketing landscape, offering artists and businesses new opportunities to engage with audiences. QUESTION: How might the rise of TikTok as a platform for music promotion change the way artists and businesses approach marketing strategies in the future?