How the TikTok universe created its own Australian stars in 2020
In 2020, 850,000 Australians started to use TikTok, to bring the total to 2.5 million by June.
There was an uptake in all demos but, realistically, it’s a young person’s draw with 70% of users born after 1991, according to Roy Morgan Research.
Diving deeper, that’s almost 40% of tweens (aged 10-13) and almost 40% of the 14—17 demo.
It puts credence to one explanation offered for its rapid popularity in the last three years: that younger Australians are creating an absurdist escapist universe for themselves in the face of the relentless bombardment of data and communication from mainstream media.
This morning (December 3) TikTok revealed 10 lists of its uses in Australia. These included the Top 100 TikTok creators, trends and videos that inspired Australians this year.
The most followed Australian music acts on TikTok in 2020 were a mixture of global names and unknowns discovered through their own networks.
Sia and Iggy Azalea topped the list, with 18-year-old Sydney pop artist Mia Rodriguez (with two million followers) in the third spot.
At #4 is 22-year old Hobart based trap metal/hardcore artist Kim Dracula who reached two million followers in just a matter of months after only releasing his stuff this year.
Troye Sivan gained his spot with a deft combination of pop and pride.
In sixth spot Peach built up sharing relatable stories from her life, comedy and music. She’s only released two tracks, but TikTok is trumpeting her as an artist to watch.
Two more global names follow, 5 Seconds of Summer and The Kid LAROI, then Perth-based RnB artist and producer Jaycee and finally electronic producer and DJ Timmy Trumpet.
The list of songs used by Aussies to soundtrack videos was diverse, thanks to Jawsh 685’s ‘Laxed (Siren Beat)’, Megan Thee Stallion’s ‘Savage’ and Doja Cat’s ‘Say So’. The others are by JACKBOYS and Travis Scott, Cardi B, StaySolidRocky, Monte Booker & Smino, BENEE, Ke$ha and K CAMP.
This week TikTok Australia cemented a partnership with Australian livestreaming festival Isol-Aid, which since March has delivered 828 acts and 903 sets – many of them unknowns who were quickly embraced by Aussie and global music fans in lockdown.
A media release suggested the partnership will generate more revenue, “innovative ideas, creative collaborations and more fans to local artists”.