Top TikTok Campaigns Shaping the Future of the Music Industry

If you haven’t noticed yet, TikTok is the place for music discovery in 2025. With over 1.58 billion active users, it’s not just a platform for viral dance moves and lip-syncing — it’s where music trends are born.

In fact, 90% of the most-viewed videos on TikTok feature music, and a whopping 84% of Billboard’s Global 200 hits this year had a viral moment on the app. So, let’s just say TikTok’s influence in the music industry isn’t just a passing trend; it’s practically a requirement for chart success.

Now, how are artists making waves in this ever-evolving TikTok universe? By tapping into influencer collaborations, user-generated content challenges (shoutout to the “Lemon Challenge”), and a seamless multi-platform approach. It’s not just about going viral — it’s about building connections and fostering community.

Ready to see how these campaigns unfold in a real campaign? Keep reading to dive into how artists, record labels, and music apps used TikTok magic to turn his music into a chart-topping phenomenon.

1. Eric Nam’s “There and Back Again” Album Launch – The Orchard’s Strategic Symphony

If there’s one thing we know, it’s that Eric Nam isn’t just releasing albums — he’s orchestrating viral moments, and There and Back Again is no exception. The Orchard’s well-tuned campaign for the album hit all the right notes, boosting Eric’s social presence and expanding his global community.

This wasn’t just a record drop; it was a masterclass in influencer marketing and fan engagement.

Campaign Brief & Strategic Approach

The strategy behind Eric Nam’s album launch was crystal clear:

• Increase album awareness
• Grow Eric’s social media following
• Strengthen his fan base

The campaign’s dynamic execution did just that — and more. With a blend of TikTok challenges, live streaming, and influencer partnerships, Eric’s release became more than just an album launch; it became a global conversation.

The Orchard tapped into a full arsenal of digital platforms, all designed to keep fans hooked and involved:

• TikTok: Enter the Lemon Challenge, where fans embraced Eric’s infectious energy, creating a tidal wave of user-generated content.
• Stationhead & Twitter Spaces: Eric made his birthday a party for his fans, hosting exclusive listening sessions and live chats.
• Instagram & YouTube Livestreams: Nothing says “let’s bond” like a live stream that turns into a digital concert.
• Apple Music & GIPHY: Custom graphics and a branded GIPHY page boosted Eric’s visibility in a fun, shareable way.

@ericnam Can you NOT react? #DontReact #DontReactChallenge #LostOnMe #ThereAndBackAgain #EricNam #에릭남 #Pop #Kpop #NewMusic #Lemons ♬ Lost On Me - Eric Nam

Key Results

What’s the sound of success? It’s the Lemon Challenge hitting millions of views, and this campaign did not disappoint:

• 3.3 million streams in just the first week.
• Eric’s album charted at #3 in the US for Top New Artist Albums.
• 68,000+ viewers on a TikTok Live session.
• Over 10 million TikTok impressions — and that’s not even the full picture.

And who can ignore those deliciously low-cost views? At less than $0.005 per view on focus videos, this campaign wasn’t just viral; it was efficiently viral. The Orchard and Eric Nam struck gold with their multi-platform, fan-first approach.

This campaign was an absolute slam dunk. By tapping into TikTok’s magic, Instagram’s visual allure, and creating interactive, fan-first experiences, Eric Nam’s album didn’t just drop — it soared.

It’s no wonder his community grew, his streams exploded, and fans felt even closer to the artist they already adored. The Orchard hit the sweet spot with this campaign: a perfect blend of strategic execution, influencer-driven engagement, and social media wizardry.

2. Jo Hill's "Honeymoon" – Laid Bare’s Indie-Pop Magic

Jo Hill’s debut single “Honeymoon” wasn’t just a track release — it was a digital marketing journey that took this indie-pop artist from Cheddar to viral stardom (okay, maybe not the cheddar cheese fame, but you get it).

Laid Bare, the independent marketing agency, was the driving force behind this 8-week campaign, proving that with the right strategy, even an unsigned artist can make some serious noise in the music industry.

Campaign Brief & Strategic Approach

Jo Hill, with her modest 2,701 Instagram followers and a heart full of ambition, wasn’t just looking for a generic single release. No, she wanted to carve out her place in the indie-pop scene, and Laid Bare’s approach was a perfect mix of organic and paid social media content to build momentum and spark genuine fan engagement. The campaign’s strategy was pretty straightforward:

• Increase Jo Hill’s visibility in the indie-pop space
• Drive engagement on TikTok and Instagram
• Leverage her organic content creation to build a community

Despite starting with a small following, Jo’s voice (both literally and figuratively) turned heads, and the strategy behind her campaign made sure everyone knew her name.

From day one, Jo Hill’s campaign felt like a 21st-century indie story, where TikTok’s algorithms became the artist’s best friend. The strategy included:

• TikTok & Instagram: Organic, trend-aligned videos showcasing Jo’s creative flair and personality.
• Meta Ads: Paid advertisements on Facebook, Instagram, and Messenger, driving targeted traffic.
• TikTok Ads: Boosting the reach of Jo’s TikTok videos to engage with a broader audience.

If TikTok is the modern-day equivalent of word-of-mouth, Jo’s campaign tapped into this magic, with viral moments that had people asking, “Who’s this artist?”

@johillmusic Streaming link in my bio AHH 🌸🌺🌷🌼❤️🥰🌸 #fyp #foryoupage #newmusic #honeymoon #newmusicfriday #johill #debut #excited #love #ukcountry #visuals #flowers ♬ original sound - Jo Hill

Key Results

The results were nothing short of honeymoon levels of success (pun intended, and you’re welcome):

• Spotify Streams: 150,000 streams in the first month, jumping to 175,000 by Week 6.
• TikTok Engagement: One viral video? Over 190,000 views. Yup. Viral.
• Instagram Growth: A solid 18.5% increase in followers, from 2.7K to 3.2K.
• TikTok Growth: A 274% growth, from 270 to over 1,000 followers (talk about a TikTok glow-up).
• Ad Reach: Over 550,000 people reached, with more than 2,000 unique link clicks leading to pre-saves and Spotify streams.

This wasn’t just about reaching numbers — it was about building momentum and creating a community of fans who felt connected to Jo’s music and personality.

Key Takeaway

The takeaway? Indie artists with a strong voice (both figuratively and literally) and a smart, integrated digital marketing approach can achieve big things. Laid Bare nailed it with this one — an authentic campaign that made Jo Hill’s debut honeymoon phase feel like the start of something much bigger.

3. Deezer x TikTok – A Data-Driven Symphony of App Installs and User Registrations

When Deezer teamed up with TikTok for a groundbreaking App Conversion Lift (CLS) study in France, it wasn’t just about reaching listeners — it was about proving the true value of TikTok ads in driving meaningful user actions.

Deezer became the first company in France to implement this study, and let’s just say, they weren’t just testing the waters — they were diving deep into the pool of incremental conversions.

Campaign Brief & Strategic Approach

The campaign’s goal was crystal clear: Deezer wanted hard numbers to show how TikTok ads impacted actual app installs and user registrations, not just surface-level metrics like impressions and clicks. They were going beyond the traditional attribution models, seeking to understand the incremental value TikTok ads brought to their marketing efforts.

The approach? Classic Deezer — data-driven and creative.

• Target Audience: Users in France across Android and iOS platforms, keeping it localized for maximum impact.
• Measurement Tool: Adjust, a mobile measurement partner, tracked app events to provide the analytics backbone.
• Creative Testing: With multiple ad creatives running, Deezer played the field to see what resonated best with users and avoided ad fatigue.
• Incrementality Study: Deezer split users into two groups — one exposed to ads and one not — in a randomized control trial, isolating the impact of TikTok ads on app installs and registrations.