Guest
Rachel Young
Rachel Young is Independent music tech consultant, as introduced on the show.
Episodes (1)
Ex-TikTok SoundOn lead Rachel Young explains why views and brand deals are not where artists' money comes from, and how TikTok Shop and going live help.
Questions these episodes answer
Do big TikTok view counts on a song guarantee music industry success?
Young says no, calling it a common misconception among artists and smaller creators that money will come from views and brand deals. She points instead to tools already built into TikTok, like TikTok Shop and going live, as more dependable ways to convert an engaged audience into real income without waiting on brand partnerships.
From: The Role of Community and Authenticity in Music Success
What is the biggest mistake artists make with TikTok posting frequency?
Young says many artists believe they must post several times a day, but that is a misconception she works hard to correct. Posting too often steals time an artist needs for actually writing and producing music, so she recommends a much lighter, more deliberate posting schedule instead.
From: The Role of Community and Authenticity in Music Success
How should an artist build a TikTok posting routine without it taking over their career?
Young recommends starting with one post a week for the first month to test what resonates, then increasing to two posts weekly the next month and three the month after. Artists should define their content pillars in advance rather than feeling pressure to post constantly from day one.
From: The Role of Community and Authenticity in Music Success
Why does authenticity matter so much for artists trying to grow on TikTok?
Young says audiences can tell quickly when content is not genuine, so performing a persona rarely works long term. She points to the TikTok creator Arthur Hill, known first for comedy, whose engaged following converted into music fans once he revealed himself as a serious songwriter.
From: The Role of Community and Authenticity in Music Success
How has TikTok changed what fandom looks like for music fans?
Young contrasts her own teenage fandom, writing a music blog to earn free gig tickets, with fans today who express devotion by producing their own lifestyle and day-in-the-life content about an artist. Fandom has become an act of creation itself rather than simply consuming and talking about music.
From: The Role of Community and Authenticity in Music Success