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When you think about artists making waves on TikTok, you might not immediately think of a rock band from the 90s like Travis. You might not have even heard of them before today!

However, as it turns out, this Scottish group is proving that TikTok isn’t just for new artists or those in the hottest genres.

Travis, despite their rock roots and seasoned age, has found a fresh audience through TikTok. Music Ally reports how Sheema Siddiqi, who manages music partnerships at TikTok UK, has worked with them to boost their presence on the platform.

Regardless of age or genre – you can grow your brand on TikTok

Siddiqi explains that Travis wanted to get more involved on TikTok due to new fans discovering their music there.

The rock band began sharing frequent and engaging content like tour vlogs and acoustic performances which helped them connect with their audience in new ways.

Siddiqi’s experience with artist management at Modest Management, where she worked with big names like One Direction and Little Mix, has translated well into her current role at TikTok.

She helps artists of all genres and levels with their digital strategy and content creation. Her main advice? Be authentic.

Fans can tell when content isn’t genuine and it won’t perform as well.

How to succeed as an independent artist TikTok

There’s a lot of chatter in the industry about artists feeling overwhelmed by TikTok, but Siddiqi reassures that the platform is about keeping things simple and experimenting.

“Not everything’s going to be perfect, but you’ll learn what works for you and your fans over time,” she says.

However, she has listed a couple of techniques that you can use to get started growing your artist brand on TikTok today.

Understand what similar accounts are doing right and wrong

TikTok’s unique culture can be daunting, especially if you’re new to the platform. Siddiqi suggests diving in, following both your favourite artists and creators in other fields that interest you.

This can help you understand the platform better and find inspiration for your content.

Use the right hashtags

One feature TikTok has emphasized is the use of hashtags like #OnTour, which lets artists share their tour experiences, from backstage performances to funny moments.

This hashtag, along with others, helps create a space for fans to engage with your journey and for you to show more of your personality.

Hire a camera operative/videographer for your shows

For those worried about maintaining a consistent presence, consider having someone help film your live performances and tour shows. This allows you to focus on performing while still capturing content.

Artists like Olly Murs and Mike Skinner have successfully integrated their on-stage experiences into their TikTok profiles, showing how effective it can be.

Interact in the comments

Another useful tip is to engage with your audience through comments. TikTok comments can be a goldmine for content ideas, and responding to them can make fans feel valued.

Siddiqi also points out the value of TikTok’s ‘Fan Spotlight’ feature, which promotes fan-created videos using your music, further building engagement.

Jump on the trends!

Finally, keeping an eye on trending content and memes on TikTok can also be beneficial. Adapting these trends to fit your personal style and music can make your content more relatable and engaging. For example, artists like Green Day and Esther Abrami effectively use TikTok trends to connect with their audience.