Tendências digitais em social media

: o impacto da plataforma TikTok na indústria musical

Abstract

The purpose of this research is to study two variables of growing interest in today's society, both in academic and professional contexts: digital trends in social media and the impact of digital platforms on the music industry. Thus, the main objective of this research is to understand the importance of TikTok in the music industry and to analyze the path of songs in the official charts after the creation of a trend on the platform. This study therefore aims to map the journey of songs from viralization on TikTok to recognition in the most prestigious music charts. For the empirical component, a multiple case study methodology was used in order to describe, contextualize and evaluate the trends created on the digital platforms of seven songs and artists and then relate them to the results demonstrated and obtained in the official chart reports - Billboard Hot 100, Billboard 200 and Spotify Top 200 Global. With this study, it was possible to see that most songs that are designated as a digital trend on the TikTok platform end up climbing the official charts in a positive way, leading artists to often find a turning point in the music industry with the help of this platform. The results show that the TikTok platform can consolidate songs in the music charts and boost musical careers. TikTok's success is intrinsically related to its ability to engage the public, which is a platform with strong potential for boosting and succeeding in the music charts, with the experiential expansion of streams and the creation of digital trends. The study contributed to the advancement of scientific knowledge about the interactions between social networks and the music industry, offering valuable insights
for artists, record labels and marketing professionals in the digital age.

Date of Award	16 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vítor Figueiredo (Supervisor) & Clotilde Passos (Co-Supervisor)